Meet Edem Couture's Alena Demina
Alena Demina of Edem Couture
When was EDEM founded and where is it based?
EDEM was founded in 2014 in Moscow. The brand has been created as an atelier located in the historical center of the city to give clients an easy access to our collections.
How did you get into designing bridal?
I have been passionate about Russian culture and fine arts since early childhood and sharing the beauty of it with the rest of the world has always been my goal. Everything around weddings connects people and cultures together, and this is why I decided to express all these feelings through a bridal collection.
My main aspiration is seeing families connecting through the wonderful experience of a wedding and having the bride wearing a gown inspired by my tradition and culture. In the current world, now more than ever, this is a factor that guides my creativity.
Tell us about the atelier and the brand, what is EDEM about?
We have nearly thirty talented and creative women that specialize in applying Russian traditional embroidery and lace making techniques to the silhouette of a modern bride gown. We pay a great amount of attention into preserving the traditional hand work and craft and introducing it to the new brides.
Where do you get your inspiration and can you describe the overall vision?
We get our inspiration from our tradition and surroundings. Our silhouettes, textures, prints and embroidery come from nature and its beauty. It is very important for us to preserve and modernize our traditional craftsmanship and keep it alive through our new young brides on their most special day.
The details and workmanship look impeccable, what are some of the techniques and fabrics used?
EDEM is known for its work with pleats in collaboration with the Parisian House Maison Lognon. In addition, our talented seamstresses also work with rare techniques of embroidery with beads and Swarovski crystals, and with old Russian techniques of lace making.
What does EDEM design besides bridal?
Besides bridal gowns we also have a Couture evening line and a more affordable Demi-Couture one. Each design of a collection is made by hand from the highest quality materials using high quality fabrics and accessories.
Do you sell retail or just private clients?
Currently the collection is presented at our atelier in Moscow, and we have just started working internationally through retailers as well. We’re in the early days of our development but already have a representation in the leading boutiques in the US, Korea, Middle East, and this is only the beginning.
What is the experience of your brides today during the pandemic...are they postponing or having micro ceremonies?
Despite the current world situation couples continue to organize weddings. Ceremonies became more informal, but they still have the same value. Of course, I hope everything will get back to normal soon, but at the same time, we are very flexible and are capable to quickly adapt to the changing environment.
How easy is it to order from EDEM to a retailer?
At the moment we are working with an independent agent in the USA, Marco Cattoretti (marco.sales@edem-wedding.com), who helps to promote our brand internationally. We now see an increasing interest in EDEM in the USA, Middle East and Asia.
What are the price points?
We are very conscious of the current situation worldwide. However, we don’t want to compromise on the quality and craftsmanship of our creations. We are working very hard to offer beautifully made dresses starting from $4000.The price can increase up to $8000-9000 if the bride wants to personalize the gown with unexpected and couture details.
