Frazzled Brides Finding Solace and Support From Designers and Brands

The anxious bride is taking on new meaning in the age of the coronavirus pandemic.

To try to soothe the nerves of many brides-to-be who don’t have the option of visiting stores for final fittings or browsing the slew of wedding gowns in stores, many companies are Zooming with prospective clients or setting up virtual consultations.

In addition, the company launched a Health Hero program offering 20 percent discounts for health-care workers at any of its 38 retailers. That offer will be extended through December 2021 at Kleinfeld, Kingsley James Bridal and other stores. Anne Barge is also waiving rush fees for summer and fall wedding dress purchases.Anomalie’s cofounder and chief executive officer Leslie Voorhees Means said sales have tripled compared to six months ago.

The retailer prepares with a pre-meeting chat, and turns up with Pinterest boards for every bride, as well as mannequins, mood boards, tripods and trying on the gowns themselves. Tyler-McNamara said, “No one is there to clip us in or fluff our train. You are forced to be 100 percent authentic with a complete stranger, which has honestly been really fun.”

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