Sacred Circles: We meet Ballad Bride, the winner of Bridal next 2022 in the Fashion Category
A total treat on the blog today! Our first since our post show break. A really interesting and uplifting interview with our bridal Next 2022 winner, in the fashion category - Ballad Bride!
The selection of bridal next exhibitors is curated by Most Curious and the winner is then chosen by the wonderful Laura from Festival Brides - and Festival Brides will be doing their own round up of the winners and more details about what Laura loved about each one. In this spotlight though we get to learn about this fresh new brand (started in the April of Lockdown 1!) and how founder Laura merges a sense of ritual, feminine energy, fashion, design and magic into this exciting new venture. She strips back and links the design of a wedding look to something that is channeled from it’s wearer - using visualisation and meditations to denounce all the labels and restrictions we as modern people put upon ourself and society puts on us, in order to bring the truly personal and powerful back to the art of dressing. And especially dressing for your wedding day. Grounding her wearers into connecting back to what it is that makes them feel beautiful, full of love, joy and empowered - whether that’s a look we loved so purely as a child or that time we truly felt the free-est - and how clothing plays a part in that. Yeah it’s pretty deep but we LOVE IT.
Read on to see what path led Laura here, how the show was for her, what it was like to win, what her dream wedding would look like, how to connect with the brand, and whats’ next for Ballad Bride.
How would you describe what you do?
What we do is pretty different, as you know! We’re the first and only bespoke bridal wear offering to combine ritual with design. We channel the divine feminine energies of creativity, intuition and sensuality to design wedding wear that really speaks to your soul.
Our work is centred around the belief that dressing for your wedding is a sacred act. We’re reclaiming this time for our brides. Allowing them to connect with their story. Have meaningful experiences that honour this rite of passage. And create wedding wear that reflects their personality, their relationship, and the things that matter most to them.
It’s so easy to fall into the trap of focusing almost entirely on how everything should look. But it’s how we feel that we really remember. I hate hearing about brides who just remember being so uncomfortable it kind of ruined their day. Nothing should distract you from having the best time at your wedding, especially not what you wear.
This is why we start with the inner work. We guide each bride through our signature vision crafting ritual. Allowing them to tune into their inner vision, their intuition, to create a picture of how they want to feel, how they want to move, what they want to connect with during their wedding. We create a space to focus on what really matters - as individuals and as a couple - and use that to create an expression of their style, their story, that’s really true to them. Every bride looks their most beautiful when radiating that love, that happiness, that presence from within. We concentrate on aligning with that feeling and the design flows from there.
Our atelier in London then help us to translate this vision into luxury bridal wear. Every creation is blessed with reiki energy and the intention each bride has set for their wedding day.
What’s really special about the whole process is that we’ve found it to be an incredible way for brides to prepare emotionally and energetically for their wedding. Often feelings of nervousness and perhaps anxiety mingle in with all the good stuff. Our practices really allow our brides to visualise the whole experience, tuning into the emotions of the day, what they want to focus on, what they’re worried about. So by the time they arrive at their wedding, they feel confident and calm and ready to just enjoy each moment.
How would you describe a Ballad Bride/to-be-wed person?
Our soul brides really fall into three categories. Those who dread the idea of dress shopping; those who can’t find anything that feels like them out there; and those who just want the whole experience to feel more meaningful.
What’s important to all of these brides is being true to themselves. Rather than fitting themselves into the standard bridal formula, or a trend, someone else’s version of perfect, they’re looking for something that fits them perfectly. Their style, their story, their ideals and aspirations. And there’s a truth in that, an authenticity.
With every look we create there’s a story to be told. About the couple. About the individuals, their path and their future. And they ultimately want to create something that will become part of the legacy of their love.
What has the path been that has led you here?
Oh gosh! So I was almost 30 when I decided I needed to do something… more… with my life.
If you’re into astrology, this was my Saturn return really kicking my arse. I’d followed the really safe, normal route through university into a corporate job up to that point. Over the next few years my whole life turned upside down and set me on this path to turn my childhood dream into my purpose.
By then, I’d helped two of my best friends style their weddings, in two very different ways. One pretty overwhelmed by the experience of creating a bespoke dress and another racing through the racks at a sample sale. Both looked so beautiful on their wedding day, but I felt like maybe something was missing in the whole experience of getting there.
I was leaning more and more into the power of women’s circles and spiritual practices to manifest the life I wanted for myself. And was really just having a wild time rediscovering myself. It became clear to me that this kind of magick was what brides needed too. To make this time, preparing to be married, sacred. To listen to our intuition and tap into our divine creativity. To make the whole experience feel effortless and joyful and soulful for brides.
I weave in astrology, tarot, reiki, herbalism, working with the lunar phases. I also lean on my coaching and positive psychology training, focusing on the experiences and practices that really amplify our wellbeing. I find this offers the most complete, holistic approach for our brides, creating an environment where they can really explore their vision. And helps us to understand, design and reflect that vision we're trusted with.
The real pinch me moment happens when I’m working with brides. Knowing how transformational this work is. That’s what sets my soul alight.
Have you always been interested in fashion/womenswear, weddings, the magic of it all and the vibe you have in that area now?
I have to say, it was a pretty special moment when my mum came to visit us at the show and said, ‘this has been your dream since you were seven years old’. As a kid I would spend hours poring over history of fashion anthologies, copying out House of Worth couture and Elizabethan costume. Sketching out my own ideas for gowns.
I was always a big dreamer, very creative, very romantic, very sentimental. Nostalgic for bygone eras. And for me, clothes were the gateway that could transport you into another world, a story, a character. Now I get to help people express their world, their stories, their personality through their wedding wear. There’s nothing I’d rather be doing.
What recent piece of work are you most proud of so far?
For the Most Curious show we created our Ritual Robe. I really wanted to capture the essence of the Ballad Bride appointments. The intimacy, the sensuality, the sense of returning to Self.
I went through the same visualisation process that our brides go through. Exploring how brides would feel, move and what they would be connecting with in these rituals.
We were inspired by incense, candlelight, herbs, our magical practices and wove them into the design. I wanted to create a robe that was just for the bride and how she would feel. Something that captured the quiet luxury of dressing for ourselves and no one else. Soft, calming, effortless. Beautiful tactile fabrics and relaxed, flowing shapes.
I spent a lot of time looking through paintings of ladies at their toilette. You find these throughout history and across cultures. These windows into the private moments of women as they prepare themselves for the outside world. I wanted to reclaim this custom, away from the external gaze and create something that reflected the inner journey a bride goes through to prepare for her marriage. Honouring our feminine spaces, the coming together of women to create a sacred tradition, a rite of passage. And that connection with the Self that’s so important in our relationships with others.
It was so special to be able to express our ethos in this way. We had a great response to the robe at the show and we’re putting together plans to release a short run of limited edition robes for brides to wear before and after their wedding.
What’s your favourite thing on your desk/studio right now?
My desk is also my altar. On it, I place offerings that have special sentimental or magical meaning - photos of family, precious gifts, twigs and leaves gathered on walks, shells from holidays. Crystals to give the space focus - smoky quartz for its grounding and calming effects, citrine for abundance and inspiration, clear quartz for clarity and wisdom. Reference books for both the esoteric and design side of my business.
My favourite thing, though, is the small tin my partner gave me when I celebrated a year of sobriety. We had only been together for a few months at the time and the tin was his grandfathers, so it was a very significant gift. On the lid there is a butterfly, which represents transformation. It reminds me everyday of the journey I’m on both as an individual and in my business.
If you could pick three things that you’ve found useful or inspiring to you or Ballad Bride what would they be and why?
People - I have met the most incredible artisans and talented makers that now make up my design team. I learn from them all the time and I’m constantly amazed by the skill and beauty in their work. And of course meeting other amazing creatives in the wedding industry - we really have some awesome, alternative talent in the UK.
Museums - We have access to so many incredible free resources in our museums, and the past few years have seen some incredible design exhibitions. Frida Kahlo, Dior, Balenciaga at the V&A. And I’m really excited to visit the exhibition on Feminine Power at the British Museum.
Nature - Over the past few years I’ve adapted to life in the countryside which has been wonderful and also more of an adjustment than perhaps I thought it might be! Nature is a constant source of inspiration. Watching the rhythm and cycles of nature as we move through the seasons, taking long walks, nurturing our vegetables and herbs, connecting with the expansive energy of the sky and the sea. These are all the things that now influence and inform my work and my ethos now.
What would you say has been your biggest challenge along the way?
When I launched the business on 13th April 2020 I don’t think any of us realised what Covid was going to mean for the next two years
Starting a business with a one year old and not being able to lean on family and friends for practical support was definitely challenging. It’s made me appreciate the power of having people around us. I really missed those casual face to face conversations that give you support and ideas and encouragement.
And the constantly changing uncertainty that we all felt. There have been a few tears of frustration! But I feel so fortunate that all our loved ones have come out the other side safely and it’s such a wonderful feeling now being able to get out to meet and collaborate with people.
How was your Most Curious experience?!
Wow, I mean wasn’t it amazing after all the craziness of the last few years to just be with other people. I loved being able to soak up all the love and excitement - from the couples and also all the other suppliers who have so much passion and energy for what they do.
It was an incredible weekend of meeting lovely new faces and getting to share ideas and experiences and start scheming for the future and I think we all needed that so much. It was a real high point for me since starting my business - and it was really special being back in my old stomping ground in East London.
To top it off, I was completely blown away to find out we had won the BridalNEXT award! I remember applying for the show with the energy of, ‘yeah, we could win this’. But getting to know the other exhibitors, loving what they did… I knew it was going to be a really tough call. So I genuinely wasn’t expecting it at all and it feels very special to be recognised amongst such incredible talent.
Our offering truly comes from the heart and it really is an honour to have that passion and courage recognised by Most Curious and Festival Brides. I’m just so grateful for the whole experience.
Can you explain a bit about the meditation and ritual side of what you do? How has this been received so far?
This is such an exciting part of what we do for many clients, and for me! It’s completely unique to the way that we work and you won’t find this approach anywhere else.
Our very first step when we start working with a new client is ritual. We give each bride their own vision journal and ritual kit to create a little sanctuary ahead of meeting.
Together, we journey through their hopes, fears and aspirations ahead of their wedding.
Using meditation and visualisation techniques to explore their wedding using all the senses. Setting intentions, tuning into the wisdom held within the body, using candle magick to help bring to the surface a vision of what they really want for their wedding.
We’re so used to turning to external sources of inspiration to plan our weddings. But there is something truly magickal about listening to a bride describe what they didn’t realise they wanted. The ritual offers a clarity, a perspective, that is unexpected when you’re constantly surrounded by opinions and advice and trends and comparison. It really pays to listen to our body, our inner wisdom when making these big emotional and financial investments in a wedding.
What I know from working with our brides is that this can transform how they feel about their wedding day. We often meet brides in the thick of planning, all the practicalities, decision fatigue, trying to keep everyone happy. It is a real release to be able to just put all that to one side for a couple of hours so they can reconnect with the joy and excitement of this moment.
Hearing our brides describe how magickal this experience has been for them. Bringing them back to what really matters - their relationship, remembering why they’re getting married, really feeling the love again - it gives me goosebumps every time.
What would your advice be for anyone trying to break into the wedding industry?
You need to become very comfortable with asking for help! Whether it’s something practical for the business, or just creating space in your diary, friends and family are your new teammates.
I’m so fortunate to have people around me who really get what I’m trying to create and have absolute faith. And that includes the makers and artisans that I work with who really understand and believe in the energetic side of what I do. That means so much and makes our working relationships really strong.
My family make sacrifices every day so that I can keep this dream alive. That’s what keeps you going. Their unconditional belief and support.
What’s next for Ballad Bride?
We’re booking our 2024 brides right now and we have a couple of spots available for any 2023 brides that we connect with.
I’m also working on an online Soul Brides programme to help even more brides access our soulful approach. It’ll be structured around our three design pillars - how you want to feel, move and what you want to connect with on your wedding day.
We’ll include workshops, coaching and meditations that help you to explore what it is you really want and what’s most important to you, over a number of weeks with online support from me. And it will cover a whole load of juicy content on astrology for brides, embodiment practices, shadow work and other amazing ways to feel really high vibe as you prepare for your wedding. I’m super excited about this offering, I can’t wait to share it.
And of course, the small matter of our baby girl due this July!
Are you married and if so - tell us about your day, your outfit and everything! Or not, what would you dream set up be? :)
We’re not married… yet!
But I’ve been dreaming and planning and obsessing over weddings since I was a little girl. When my best friend got married we compared Pinterest boards and I had significantly more images saved than her. I think it’s fair to say I am nothing if not well researched!
What I’ve noticed over that time is that I’m now far less concerned about what other people think, and much truer to myself in terms of my taste and style and what I want.
I’ve also noticed that now I’ve met ‘the one’, my vision for my wedding reflects who we are as a couple and what makes our relationship so magickal.
So if we were to get married I imagine we would have a small, casual affair with just a handful of our closest family and friends. We love food so we’d have to have a really excellent spread. I picture big sharing boards and a feasting table. I’ve always thought Petersham Nurseries is the most beautiful setting for a wedding, with its impeccable blend of elegant rustic nature vibes. Big frothy flowers, scented herbs, folky guitar music and twinkling lights would complete the scene for me.
I love the freshness of a tailored ankle length dress. As a Leo sun and Scorpio ascendant, I’d have to add a bit of drama and mystery with a cape or train and maybe a hat - I love a hat! For the evening I’d change into something relaxed and romantic for feasting under a full moon and lounging around a bonfire. I’d go for a loose billowing sillhouette in muted nude colours and soft, tactile fabrics. I love to create garments that tell a story so precious antique laces and personalised embroidered blessings for our future together would be the perfect finishing touches.
One day maybe we’ll take a stroll down the aisle, but for now I get so much joy from helping other brides prepare for their wedding. That fills me with love.
Any advice for couples out there right now?
After the past few years, we have more permission than ever to throw the rule book out and have the wedding that we really want. Whether that’s the huge three day event with ballgowns, or the tiny elopement for just the two of you, now’s the time to focus on what matters most to you as a couple and create memories that you’ll treasure forever.
Trends, looking online for inspiration, advice from friends and family are all amazing. But when it comes to figuring out what it is that you truly want for your wedding, there’s really nothing better than your own intuition. In the excitement of a wedding, we can forget to create those moments of quiet and reflection that allow us to tune into the ideas within. Ritual, meditation, visualisation practices all help to channel the things that are really important to you - individually and as a couple - and create a wedding that reflects your individuality.
How can people stay in touch with you?
We’re on instagram [ @ballad.bride ] and that’s the best place to see what we’re up to pretty much every day and DM me if you want to chat about your wedding or have any questions. I’d love to see you over there.
I also write a monthly newsletter, The Brides Almanac, which gives seasonal inspiration, folklore and fresh takes on tradition. We curate rituals and reflections that tune into the energy of the month and help you to bring a lightness and sense of connection to your wedding planning. It’s a great way to stay in touch and get news and updates from us when we release anything new. You can sign up on our website.
