Our Shopfront profiles give you the chance to take a peek behind the scenes and get to know some seriously talented humans. First featured in Issue 30, we got chatting to Sam of Bloom who shared with us the inside details about her slow fashion-inspired bridal boutique in Brissy. The endlessly lovely Stories By Ash popped on over to snap the chic space in all its industrial glory. Scroll down for details…

First up, describe the Bloom bride for us. The Bloom bride is laid back, has an eye for fashion and wants to look her best both in her style and on her wedding day. She’s bold and *gasp* might not have been dreaming of her wedding day her whole life.

You are huge advocates for slow fashion. Can you tell us a bit more about how you incorporate this into your boutique? Yes! I could chat about #slowfashion all day! I need to start off by saying that the ocean of sustainability is a deep one and we aren’t perfect but are trying to do our part to reduce our impact. Although we are a small business (the “we” is actually just one person, me!), I am constantly learning and trying to adopt new practices to reduce our footprint- everything from fabric choices, processes and packaging. All our gowns are made-to-order (so there’s minimal waste) and we prioritise natural fibres. I only work with small designers that either make gowns in their local market or in small, ethically responsible ateliers. I am committed to transparency, and I love that the team of designers I work with have full visibility of how their gowns are made. I have designers like Bo & Luca who use white tea to dye gowns instead of chemicals- how cool is that? And others like & For Love & AM Faulkner who donate any excess fabric and trims to local schools and theatres for crafts or costumes. Making sure the designers I work with share the same slow fashion ethos is super important to me.

What designers do you stock? In my permanent collection, I stock & For Love, Bo & Luca, Bowie Rae, L’eto, BON BRIDÉ, The Law, Harriette Gordon & Newhite. For Accessories, I stock pieces from A. B. Ellie, AM Faulkner and Jennifer Behr. I also work with other designers from time to time with trunk shows and pop up shops.

Price range of your gowns? Our gowns start at just under $3,000 and range to upwards of $7,000.

Chat to us about the Bloom experience. At Bloom, we like to keep things chill. We’re a small studio, so appointments are 1:1. When a bride comes in, she’ll sit on one of our comfy velvet seats and we’ll chat about what she’s looking for and more importantly, how she wants to feel on her wedding day. We take them through our curated selection of gowns (or let them browse, we love a bride who knows what she’s after!) and try on as many or as few as they’d like during their appointment. Pictures, videos and laughter are always encouraged.

Favourite trend you’re seeing come out of the 2021 collection releases? From what I’ve seen so far, I am most excited about all the delicate new fabrics and fabric mixing. Sheer details are perfect for the climate here in QLD. And I am thrilled to see that sleeves are still coming in strong!

Can brides unable to come in-store still shop at Bloom? We offer video consultations and at-home try ons! We do this for brides who aren’t able to travel to us or want to check out our selection before they commit to a visit. In the video appointment, we take them through the details of the gowns, try them on, chat through price, timelines and any other questions. From here we’ll narrow down the selection and organize an at-home try on. As much as we wish everyone could experience Bloom in person, it’s a great alternative to get brides their dream dress during such a crazy year.

Finally, where can we find you? We’re in Brisbane, just between the James Street precinct and Gasworks Plaza in Newstead. I fell in love with the industrial vibe of this place, it reminds me a little of New York City (I just moved to Brisbane after living in New York for the last 13 years). It’s a converted warehouse and our shop is actually an old loading dock. It’s an unexpected space for a bridal boutique (which made me love it more), in an up and coming part of town. There are so many great restaurants, coffee shops and craft breweries right on our doorstep. We encourage brides to plan a day out exploring after they come by.

Finished up here and want to catch some more goodness from the lovely Stories By Ash? Head on over here to catch a bunch of her gorgeous couples. Keen to make an appointment at Bloom? We’ve got details! Just head on over here. But first, be sure to scroll all the way down for snaps…

CREDITS Photos Stories By Ash Bridal Boutique Bloom