One of Sabina Motasem's bridal gowns.
Chloe Shakesby

Life After Lockdown: The bridalwear brand adjusting to customers' "re-evaluated" wedding priorities

As the country emerges from lockdown, it’s a very different landscape for a lot of businesses.

Bdaily spoke to business owners across the country about how they’re changing their ways of working, and what innovations they’re adopting permanently after lockdown.

Sabina Motasem is a cult bridalwear brand based in London which has decided to move its business online permanently and provide a home delivery service, as well as virtual appointments.

The company has also engineered a way to achieve zero waste on dresses, by using leftover fabric to create DIY mask-making kits.

It’s offering a line of more affordable dresses too, as it says brides are reevaluating what they want from weddings.

Sabina Motasem, director of the company, commented: “They say necessity is the mother of invention – we always wanted to create a secondary line long before the pandemic, there were already so many changes happening with Brexit that we could see a growing need for something luxe, sustainable and affordable wedding dresses.

“Coronavirus only amplified that, with a whole season of weddings being shut down [including my own!].

“As weddings begin again, in a new way, brides are re-evaluating what they want from their day, so we re-aligned our priorities on how best to operate to ensure the health and safety of all our customers and staff.

“All our dresses are now available to buy online with a home delivery service and virtual appts and we decided not to re-open our Islington boutique to continue keeping everyone completely safe.”

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