Imogen is an advocate for sustainable fashion with a background in PR and communications.
She launched Evergreen Bridal Studio in 2023 and after several successful pop up shops she now has a permanent presence with a studio at Marion Place Complex next to Port Grat.
Why did you enter the retail industry?
Retail was never on the cards. I started the business because I saw a big gap and wanted to be the first to fill it. I was a freelance marketing and PR consultant, traveling around Europe in a campervan whilst trying to plan my own wedding when the idea dawned on me…
Almost all of my everyday wardrobe has been sourced sustainably so when I was searching for my own wedding dress, sourcing it sustainably and affordably was a certain. I knew I could potentially find something online, on selling sites, but you miss out on the whole experience in a fun, beautiful studio setting and without a returns process with private sellers, there’s no way to try before you buy.
So I set about creating a beautiful studio full of these dresses that otherwise sit in storerooms and wardrobes, to showcase them in the setting they deserve.
I wanted to show brides that they could get luxury for less, too.
What do you offer?
A wedding dress that doesn’t cost the Earth.
We source unworn, new and preowned wedding dresses, hosting private appointments in a special studio setting.
We work with UK bridal studios and private sellers to keep dresses already manufactured in circulation, finding them new homes. Evergreen is also an official stockist of leading international designers for discontinued and ex-sample styles. This means that we can offer really fair prices for luxury brands and modern styles.
When a customer chooses a dress from Evergreen, they’ve stopped another new dress being made on a factory floor, which saves carbon, water and prevents pollution created via the manufacturing process.
What has been the most challenging part of running this business?
I am sure most other business owners would agree that It can be quite nervewracking going at it alone at the start. Starting a business was a minefield but one I am proud to have been able to navigate. My background in communications and PR helped me pull together my branding and website, but the admin behind making it run smoothly was quite a task. From finding the best booking platforms to till systems, setting up business bank accounts, business insurances, accounting and taxes… it was a lot.
However, I’m proud to have been able to start hiring a team for the studio, which has helped me keep up with the demand of the appointments and focus on growing
What sets you apart?
Evergreen turns the traditional bridal shopping experience on its head.
We offer choice, affordable prices and a special and fun experience that does justice to a massive life event like getting married.
Because we’re not restricted by minimum orders to one or two designers, we can see any designer dress come in. I think that’s why we’ve been able to help so many brides that are all after something different styles. The dresses are off the peg, so the one someone falls for is theirs to take there and then so there is no need to start shopping so early or agonising waits for the dresses to arrive. Brides also like the fact there is only one of each dress in each size which means they will be wearing something unique, something so important in a small island community.
Because it’s so fast moving, the edit moves so quickly that every week we often have new stock coming in and going out the door which gives customers even more choice.
We’ve had brides find their dress within a month of getting married, as well as brides finding their dress two years before. It’s refreshing to play it differently.
What goals do you have for this business?
I can’t tell you the next goal (yet) but it’s really good…
I can tell you that I think I ticked off quite a few in the first year. Hiring employees and moving from a pop up to havinga permanent studio space were two proud moments.
What’s your favourite way to unwind?
A swim with my dog
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