In an open and honest commentary, German-Italian bridal designer and entrepreneur Riccardo Serravalle sheds light on the unspoken challenges of launching a new brand in the bridal industry and calls for greater unity within the sector.
Commentary
Back when I launched Serravalle in 2021, I knew the path wouldn’t be easy, but I didn’t anticipate how intense it would be. The bridal industry is a relentlessly competitive field in which you are in upward battle for recognition and survival as a new label and entrepreneur. For someone who is not aware, one could never imagine how many hurdles there are before a design even lands in the hands of a bride.
It is particularly true that everyone only sees the tip of the iceberg. Behind the glitz and glamour, the hard work and passion to manage a new brand in the bridal industry is often overlooked. From the outside, we’re often just seen as the designer. But the reality is that we have many roles in the beginning, starting from the actual design to administration, customer service and managing company finances.
Amidst these many tasks, I am personally grateful for the support of my own family since without them, none of this would have been possible. They’re the ones who make sure things are running behind the scenes, even when the road gets tough.
Not too long ago, I was still working and living in my parents house while taking the first customer appointments and designing the collection. The living room was the office, the hallway was used for fittings, and dresses were packed in the kitchen at night. All of this started during the pandemic. The business and personal life merged, and even though it’s no surprise, we know that many big companies started in garages or storage rooms somewhere – so did we. I’m happy to say we now have our own location, and although it comes with its own set of costs, it’s all part of the plan.
The financial strain and unforeseen roadblocks should also not be underestimated. It’s about every little thing: from the costs of the sample collection, the photoshoot, a simple Instagram boost, to the packaging, boxes, high taxes or insurance costs. Evenings are spent adjusting prices to remain fair and competitive, and suitcases are packed full of dresses for the many trade shows and weekend fittings—sometimes all on little to no sleep. People see the beautiful fashion shows, the photoshoots, and life on Instagram, but many overlook the work and passion that go into it all. Does this sound familiar?
Yet through all of this, we gladly take on all these new unexpected challenges because we are passionate about what we do. The passion for bridal fashion drives us. We love creating wedding dresses with our designs that tell stories and create unforgettable moments. All of this is part of it, and it’s the love for the craft that motivates us every day to keep going.
As the first generation in this business, we recognize the unique situation we face when competing against brands that have been established for three or even four generations. It’s difficult to compare ourselves to companies that have such a long-standing history, experience and legacy.
Even though every step forward feels like an uphill struggle to prove ourselves, we want to carve our own path into the future, introduce our own designs and creativity, and develop our own lasting story.
I am proud of the values that Serravalle has created and upholds. It’s not just about the business; Serravalle is a brand that represents family, support, quality, integrity, and above all, authenticity. We’ve poured our heart and soul into every design, and we want that to be recognized in the industry. We are dedicated to offering brides something truly special- without compromise.
However, the current state of the bridal industry has proven to be challenging with closures of bridal boutiques after the pandemic and brands going out of business. It’s heartbreaking to see. The industry is facing such a high level of pressure, and many are not able to keep up. It’s a reminder of how fragile this business can be, even when you pour your heart into it.
What is important is that we focus on standing together and support each other to ensure we can survive and thrive. The pandemic tested us all. Many thought we could support each other now, but sadly the opposite is often the case. From what I’ve seen, it’s no longer about helping each other, but only about who survives the competition. It’s disheartening, thought-provoking and a shift in perspective is needed.
The bridal fashion industry can thrive when we respect and support one another, encouraging shared growth and sustainability. It’s time to set aside constant rivalry and see ourselves as a community. This applies to the designers, boutiques, suppliers, and most importantly, the customers. Let’s work together to make sure the bridal fashion industry becomes what it is meant to be, a place full of passion, trust, respect, and creativity.
Over the years, I’ve learned invaluable lessons. Life is too short to spread negativity or focus solely on oneself. Success in business isn’t only about revenue, it’s also about fostering trust, building lasting relationships, and creating a positive impact. Above all, it’s more than just business—it’s about living our dreams and making others’ dreams come true.
To learn more about the brand, visit Serrvalle
Photos: Melina Zeiser Fotografie, Video Production: Bridal Times