She is THE Bridal Stylist of Excellence- Maritta Emser, owner of Cecile Brautmoden and protagonist of Germany’s version of “Say Yes to the Dress” television series. Bridal Times had a chat with the extravagant self-made woman about her recipe for success and the latest trends.
Ms. Emser, you are a real expert when it comes to being a bridal stylist. Not only that, but you even dressed German TV Star Daniela Katzenberger for her own wedding. How did that happen?
I had worked with Daniela before and from the beginning we had the right chemistry. Daniela told me she would come to me if she would ever marry one day and she kept her word. It had to be a very special dress for Daniela. On a runway show by Pnina Tornai in New York, I discovered a model of the dress and I knew immediately, “That’s it!” In fact, Daniela decided to go with this creation and to lose her pregnancy weight before the wedding. Daniela developed an amazing energy in this respect, so she actually came to the first fitting with her desired weight. Simply admirable.
And this was this all recorded on camera?
Yes, exactly. Filming was going on all the time, even on the day of the wedding itself. The station had invited us to Petersberg in Bonn Germany. It had been raining all day, but stopped just when Daniela got out of the carriage in her 14-pound, pearl-and-beaded dream dress, thank God. Unfortunately, the pink carpet was soaked so we had hold Daniela’s dress. But despite everything, we celebrated big – it was a real dream wedding and Daniela was a beautiful, radiant bride!
And then you were recruited by Germany’s VOX Television network for the well-known version of “Say Yes to the Dress”.
Yes, I have always worked very closely with TV networks. Even years ago, I did the first episodes of the “Dream Wedding”. For VOX, we have been regularly shooting for four years.
How exactly does such a shooting day go?
The TV station sets the shooting date and casts the brides. On the day of shooting, the bride will be greeted and received by me. We have a preliminary talk in which I speak to her about personal things in her life to get to know her better. Then we pick out the dresses together for the fitting .
How long will it take to find the “right dress”?
As a rule, a shooting takes a maximum of three to four hours. I notice automatically when the bride has found her dream dress, how she moves in it, how she stands, the overall charisma. This is a very special emotional moment. My back just runs cold. It also happens to me that I shed a few happy tears when we toast together.
Cecile has certainly become very popular due to the show, right?
Yes, the bridal rush has gotten a bit bigger. However, we have always had a lot of customers. I have been in the industry for 30 years now. At that time I was originally a trained hairdresser and joined my first husband in the business. He had a factory for communion and bridal wear. I did a lot of training and education, and eventually I became the creative head of the company. When we divorced after 20 years of marriage, I opened my own bridal shop in Kerpen on just under 70 sqm. One year later I expanded to 270 sqm, then to 400 sqm and so on. I have always worked tremendously hard and thus created a secure foothold for my son and my employees. In addition, I have to say that I have had a lot of luck with my new husband, with whom I celebrated our anniversary on November 25th. He runs the company together with me, manages the back office, and takes the weight off of my shoulders so that I can act and react creatively.
So you are both with each other 24 hours a day. Doesn’t this get on your nerves?
No, it works perfectly with us. We’re in an office together around the clock, traveling together, visiting trade fairs … Of course there are disagreements, but that’s rarely the case. Even in the most stressful phases, we have always managed to discuss problems in peace and to find a solution together. In those times it’s really hard to keep your nerves.
Understandably. But there has certainly been enough success in your long career, right?
Of course. I have been to many impressive royal houses and palaces, dressed beautiful brides, visited haute couture shows – and all the experiences have been equally impressive and remain in my memory. That’s just my life.
What tips can you give to other bridal stylists with your many years of expertise?
That’s hard to say, because it’s a very emotional job. The most important thing is to listen to the brides and know your stock very well. After all, you want to fulfill each bride’s personal dream. But that also requires that you can engage emotionally with the brides, this is the only way it works. I feel very much for my brides and I am always with them in heart and soul. That is very important, otherwise you will not be able to do your job.
Key phrase “Know your Stock”: Where do you buy? Which fairs do you visit? Where do you feel the latest trends?
We visit about 35 to 40 fairs a year, but my husband and I travel all over the world from Milan to New York. We travel about 100 days a year. It’s good that my husband is there as a consultant. He slows me down and keeps the budget in mind. Despite everything, I try to choose the most beautiful gowns for our brides to make them happy later. For this reason, all of my 80 employees are personally trained after each trade fair.
You absolutely stay within the trends. What is your secret and what can we look forward to in 2019?
I think it’s a gift that you can spot trends early on. Also important, is a close communication and exchange with the manufacturers. In the last few years a lot has happened on the market. The classic white was replaced by Ivory, then lace celebrated its revival- currently in a transparent form, and the classic princess gown is absolutely in demand again. Smooth fabrics such as beautiful satin could come back in the next few seasons, also a soft falling Crêpe Georgette. Lace will remain but not too coarse. In North Rhine-Westphalia, the bohemian look will continue to be a trend. In the south of Germany, the look has not yet arrived. In Southern Germany there is still the Princess and A-line, with long trains of tulle, lace or organza. For the accessories, I hope for the long veil, because it completes the look. Add a tiara or a floral bouquet – then of course, everything perfectly matched.
Thank you for this insightful interview. Lastly, can you tell us what your New Years Resolution is for 2019?
I probably have the same intention as most women: to lose a little weight. And of course I will continue to take care of my employees and to shop the very best for my business.
More information about Maritta Emser can be found here: www.cecile.de
Bridal Times Editorial
Image: VOX / Stefanie Schumacher