10 QUESTIONS WITH VAN DER VELDE

Colette and William Van Der Velde

1. What were you doing before you started Van Der Velde Bridal?

Entrepreneurs from Chicago, we were property developers with interior decorating and construction backgrounds. We have actually owned and designed several properties that have housed bridal salons and fashion lines, which is how the initial idea of starting a fashion house began. We are also proud to come from a long line of waste & recycling businesses that worked directly in renewable energy technologies. This has played an exciting role in our desire to create sustainability in the fashion industry and address the plastic waste in our oceans. 

2. How did you purchase a Bridal House?

My interest in owning a fashion brand and eventually growing that into a fashion house was something I had always talked about, and I was contacted by a Venture Capitalist firm. Upon meeting designer Matthew Christopher our creative energies combined, and I was thrilled at the idea of combining our aesthetics and growing the brand to include intimates and evening wear. 

3. Where are you based?

The Van Der Velde Couture Showroom is located in Frankfort, IL, just outside Chicago.  

4. What details are the Brand known for?

Certainly, personality and well-known designer Matthew Christopher is a large draw to the brand. Our designs celebrate size inclusivity and are recognized for their ideal fit, breathtaking style, and timelessness.  

5. What are each of your roles in the company?

Colette is our CFO managing accounting and the all-important shipping and receiving. I am the CEO focusing my energy on design, production, and daily activities. 

6. When is the Delicates Collection available and what is the inspiration?

We are in previews now and will have the full line available in April. The Delicates Collection grew out of my love for old Hollywood. I loved watching the old stars go from dressing robes to eveningwear. It was so glamorous! Each piece was a work of art! The glamour, the beauty, and the power of the Hollywood dressing gown really drove this collection's inspiration. Helping a woman feel beautiful and sensual while leaving room for the imagination, creates allure and sets the "scene" for the Avond Line. We want our brides to get ready in luxury, to feel pampered, and to know they are gorgeous while getting ready for the big day, during a boudoir shoot, or on the bridal night. 

We are thrilled to be adding complementary pieces and undergarments to achieve the entire look and feel of the collection we were after.

7. Will you be taking the new Bridal lines in a different direction?

After spending a lot of time listening to our stores, we felt there was a need to lighten the dresses up physically and aesthetically and focus on our brides' ability to customize their look. We stayed away from the higher price points this year because of the lack of physical markets and COVID restrictions and look forward to offering that again. 2022 will usher in a new era of gowns as we marry the lighter feel and look with Matthew Christopher's embellishments. We'll be taking our next collections to a much higher level. 

8. How do you like the Bridal Industry so far and is it different from what you were doing before?

Fashion has always been a closet passion of mine. When the opportunity presented itself, I jumped in. There is so much satisfaction in what we do, not to mention fun. Bridal is incredibly gratifying just based on the happiness of your customer. It is a big moment to be part of, and I feel blessed. As for differences, bridal is the only industry I have been in that the "markets" or "trade shows" are not under one roof and where wholesale designers haven't united as a group to push and protect the industry. I would love to see standards and expectations that educate the consumer and retailers on our products. 

9. How do you find working with the Brides in the atelier, how does it work?

The showroom is phenomenal. We have really created a space to design with our bride. Getting inside her mind to create the dress she is envisioning is incredibly rewarding. It is where you truly see a bride's dreams come true. 

10. What is your favorite part of this business?

That's very simple; I really enjoy designing the dresses with our team.