From decorating their bridal shop window display’s completely in black, to viral videos of protest, bridal shop owners voice their frustration and anger at the new regulations announced at Germany’s Corona Summit in Berlin on the 10th of February, 2021.
A lockdown extension until the beginning of March was widely speculated, but many were shocked to receive the news that retailers would only be allowed to open again if their local district could reach a “7-Day Incidence of 35”, a value measured in Germany which shows the number cases per 100,000 inhabitants in the last 7 days. The questions on the top of everyone’s minds is, how long will it be before our district can sink the number of new infections down to 35, and will this even possible for some areas hit hard by the corona crises?
In a statement released shortly after the announcements by the Chief Executive of the German Trade Association, Handelsverband Deutschland (HDE), Stefan Genth stated, “The resolutions of the Corona Summit don’t do justice for the reality in retail. Politicians have not done their homework and in this situation, which is dramatic for all of us, they remain guilty of not providing an exit plan which was promised weeks ago, ” said HDE Managing Director Stefan Genth. This way of dealing with the around 200,000 retail companies affected by the lockdown is inappropriate and incomprehensible. With its functioning hygiene concepts, the industry has demonstrably ensured that shopping is safe even in times of a pandemic. In addition, the HDE does not see a comprehensible basis for reopening the shops with the new definition of the incidence number of 35.”
The reaction from the bridal industry was loud and swift as bridal retailers share with Bridal Times their anger, frustration and sadness over the new regulations. Many of whom who still have running costs and haven’t received the promised governmental financial assistance.
Ann-Katrin Nicklaus, Bridal Shop Owner of “HERZLIEBE Brautmode – Hochzeitsplanung – Dekoverleih” from Neumarkt in der Oberpfalz, Bavaria
“I am saddened and stunned by the arbitrariness of the new regulations. An industry that has complied with hygiene measures 100% is completely ignored. I didn’t qualify for financial assistance since I just opened my bridal shop in April. I didn’t even get a chance to build up financial reserves. I am so incredibly disappointed with the government.”
Katrin Wernigk-Storz, Bridal Shop Owner of “Lieblich – Brautmode & mehr” from Lahr im Schwarzwald, Baden-Wuerttemberg
“Now, like many of my colleagues, I am facing a disastrous situation and I can hardly put into words how abandoned I feel. We have been promised financial help since October 2020, but nothing has come, fixed costs aren’t covered, no compensation, no hope. My dream has turned into a nightmare. In the hope that we will soon be able to work and take appointments again, I had to get a new loan. Now I’m sitting here, lonely in my business and wondering how long I can hold out. I never thought that one day I would long so much to be able to work. We have to start and learn to deal with this disease and not freeze in fear. Of course the government has to act and protect us, but not protecting us is not the solution.”
Laura Vendt, Bridal Shop Owner of “Lieblingsbraut Konzeptboutique GbR” from Ottersberg, Lower Saxony
“In our region in Lower Saxony, the incidence has been stable at below 35 since mid-January. Why are we still forcibly closed? Why can’t we take a differentiated view instead of forcing everyone economically to their knees across the board? All of this no longer makes sense to us and trust in the government, but also the local administration, has been lost. We just want to be able to do our job under safe hygiene measures and be there for our brides.”
Melanie Blumberg, Bridal Shop Owner of “Bezaubernd“ from Mitterteich, Bavaria
“We are now worried sick and do not know what to do next. We have proper hygiene concepts with individual appointments and the safety of our customers comes first. Nevertheless, we are not allowed to open! They take away our main season and the love and joy of our customers. We are in a border area with the highest incidence value in all of Germany. Who knows if we will even reach the incidence value below 35. We are just speechless!”
Elena Wolf, Bridal Shop Owner of “Brautstudio Karben by Elena” from Karben, Hessen
“Many businesses have their backs to the wall. Aid has not yet been paid and our shop has been closed for weeks. Helplessness, incomprehension, anger and despair fills all of us. Strict hygiene concepts were developed and all specifications were adhered to, and yet we are not allowed to do what we love. We have to learn to look for solutions that will enable us to live with the virus. It won’t go away anymore and the current situation is not the solution! It deliberately drives companies to bankruptcy through no fault of their own. What we have worked hard for will be destroyed.”
Bridal Shop Owners, Antje Linxweiler and Nadine Darmstädter of “Kurvenschön Gbr“ from Hagen, North Rhine-Westphalia
“From tears of emotion to tears of full of desperation, we stand stunned and desperate in our beautiful bridal fashion studio Kurvenschön. We offer 400 square meters for a bride, a hygiene concept, social distancing and of course a lot of love for our great curvy brides. And yet we are still closed. There is no help in sight, it makes our hearts very heavy. We pray to be able to open again in March. We miss our brides!”
Alexandra Martina-Paitz, Bridal Shop Owner of “Brautmoden Per Sempre” Gerlingen, Baden-Wuerttemberg
“At the moment it’s really a difficult situation – not only for us bridal shops, but of course also for the brides who are now looking for their dress. I’m so sorry that I have to put the brides off again and again, and postpone their appointment time and time again. Especially when buying a wedding dress is something that is very special. That is of course clouded a bit by the current situation.
In addition, there is the financial burden for all of us bridal shops. The costs are all running and the announced financial aid is unfortunately a long time coming. It’s extremely stressful and destructive.”
Doris Nothnagel, Bridal Shop Owner of “All About Dreams” in Stuttgart, Baden-Wuerttemberg
“The current situation ensures maximum uncertainty, for brides as well as bridal shops. The consequences are fatal: different opening options and interpretations, bridal tourism, lack of legal certainty and ultimately a maximum risk, both economically and legally. Nobody can go on with this in the long term. We are on the edge of our existence, and even with those who have followed the rules correctly so far, despair and lack of understanding are crumbling their motivation to follow the rules. One thing is certain: every visit to the supermarket is considerably more risky than trying on a wedding dress with social distancing and proper hygiene measures in a bridal shop!”
Corinna Hertel, Bridal Shop Owner of “Loft und Liebe” from Mistelbach, Bavaria
“We certainly knew that the lockdown would be extended to contain the pandemic. But we had hoped that there would be phased plans or prospects for nationwide uniform regulations. The regulations in the different federal states remain incomprehensible. This leads to great uncertainty and extreme stress, worries and fears, emotionally as well as economically. We are at the edge of our strengths and economic resources. We miss our work, our brides and our dresses that shine on brides. As early as November and December, we reduced the number of guest to the 1 household rule and from December onwards we handed out FFP2 masks to the brides. That works everywhere nationwide.”
We would like to thank everyone who shared their views on the current situation with Bridal Times. We wish everyone much strength in these difficult time and we are honored to offer our bridal retailers and readers an extra platform in which all of their voices can be heard.
Video from Aniko Kawaters, Bridal Shop Owner of Brautgewand aus zweiter Hand from Emmerich am Rhein, North Rhine-Westphalia