Veromia is a well-established brand, which has had a long-standing position in the bridal industry, latterly focussing on occasionwear but formerly a multi-award-winning label in bridalwear. With stylish looks to fit all women on all occasions, Veromia offers two high fashion plus-size collections – mother-of-the-bride collection Dressed Up, and bridal collection Sonsie by Veromia.
There's a reason for Veromia's consolidation into this area… In the past, plus-size brides have been perceived as a niche demographic, whereas in reality, the average woman in the UK is a size 16. Until relatively recently, fuller ﬁgure brides were poorly catered for. Thankfully these days there is plenty of choice and it is widely recognised that bridal boutiques, brands and designers who only offer gowns suitable for smaller brides are missing out on an enormous chunk of the market.
Put simply, if a bridal shop wants to get the most out of the market they need to stock plus-size dresses, including samples in appropriate sizes.
We took time out ahead of Harrogate to talk to Veromia's CEO Vivien Felstein about Sonsie by Veromia to find out more about the thought behind the brand and what boutique stockists can expect to find with this once ground-breaking brand.
When was the label established? Sonsie was established in 2008.
What is the concept?
Sonsie is a plus size collection for the curvy bride especially designed for a voluptuous figure with a secret support corset that flatters and shapes the fuller figure. This is not merely a collection designed for a size 12 and sized up, it is a collection designed with the correct proportions for a fuller figure.
And the USP?
The secret support corset – these are dresses specifically designed and made for a curvy bride.
How do Sonsie dresses differ from larger sizes of other bridal gowns?
They are specifically designed for the fuller figure not designed for a size 12 then sized up. This means that everything is in proportion.
Who designs for Sonsie? We have three very experienced designers who design all our collections.
What sizes is it designed for - what’s the range?
Sizes 16-32 then we also offer special measurements above size 32, or for anyone who needs it.
What’s your take on plus-size collections in a boutique and how they are presented?
I think any serious bridal shop needs a plus-size collection to cater for all brides big and small. How disappointing must it be for a girl who is a size 20 and above to go into a boutique and be told we have nothing for her or to be put into a size 14 dress that goes nowhere near her? Unfortunately, these are the stories we hear about. There are a lot of curvy brides out there who just want to feel as special as their skinny counterparts.
How does Sonsie work with boutiques to maximise sales opportunities?
We offer a loan service and also special measure. Nothing is too much for us to do for our stockists – we go the extra mile to help whenever we can.
Is Sonsie available in smaller sizes? Yes, if you want it, but it is really made to cater for the curvy bride!
Do you have a favourite gown from the current collection?
No, I love them all! My son is getting married next year and his bride is a curvy girl so she will be wearing Sonsie, which can also be customised if needed, for example, add sequin underskirt, add straps, change straps, change lace up back to zip back and so on.
What are your plans for Harrogate?
We are exhibiting our Sonsie collection and also the best sellers from our Dressed Up collection of outfits for the curvy Mother of the Bride and our hugely successful well-priced Veromia Occasions collection for Mother of the Bride or guests to a wedding.
And for 2024?
We are currently designing for our Autumn/Winter/High Summer 2024 collections.
How big is the team?
We have five members of our sales team for all the labels and eight office staff who have all been with the company for many years – some from the beginning. At Veromia we have always gone the extra mile for our customers because without them there is no us. We are always at the end of the phone to help in any way we can. That is why we have been around since 2001 and are still going strong.
To find out more and to enquire about stocking Sonsie in your boutique:
Contact +44 (0)208 502 2257 or firstname.lastname@example.org
See the latest collection at veromia.co.uk Visit the team on stand B36 at the Harrogate Bridal Show - 10-12 September 2023 to view the new Sonsie styles and a selection of occasionwear from the latest Veromia collections.