RETAIL SPOTLIGHT with Giselle Dubois of SPINA BRIDE
Michele Iacovelli
Giselle Dubois, CEO of SPINA BRIDE
1) Remind us of the year you opened originally. Where are the stores located?
January 23, 2016 we opened in the West Village and then three years later the bigger location in Chelsea which we recently expanded from one to three floors.
2) Tell us about the new expansion physically. Describe the look.
The expansion from one floor to three evokes the feeling of an intimate townhouse. We now offer five bridal suites, each designed in its own signature color and vibe, providing a unique and private experience. It still feels as though you have the entire space to yourself and your guests, which is a priority for us. The space continues to evolve, much like a home, with ongoing design details being added or rearranged, making it an exciting and special experience each visit!
3) what inspired you to do EXPAND?
Previously, we could accommodate only two brides at a time due to our limited space, which became challenging due to the high demand. With our recent expansion, we can now book a total of five brides simultaneously, while still maintaining a very intimate experience. Each appointment is hosted in a private suite, and our brides are very happy!
4) does this mean you need more designers?
We prefer to carry a larger selection of dresses from designers that are exclusive to us in the New York area. This makes the shopping experience special as the designers are only available in our boutique. This is helpful as it creates a very curated selection of dresses per designer presented in-store.
5) Tell us about the curation of designers Spina carries? what is the criteria?
Our designer selection process is extremely selective. Each designer we carry must have an international presence, offer a unique aesthetic not found elsewhere in our store, maintain exclusivity to us in the New York area, and most importantly our personalities really need to align seamlessly as they all eventually become part of the bridal family.
6) Any new departments in development?
Yes! We are currently building out a community program that offers incentives to refer a friend to us. Since the beginning Spina has always been about community and we want to continue creating safe spaces for women. It is a way we stay connected to our brides and their new journeys.
7) What unique experiences or services does Spina offer to make the dress shopping process memorable for brides?
Upon arrival, guests are greeted in the foyer and invited to change into provided slippers, as we maintain a shoeless boutique. They are then offered water or champagne before being escorted into the main room on the first floor. Here, their stylist guides them through each designer, sharing insights into their origins and describing their design aesthetic and capabilities. Every dress in our collection is meticulously displayed for our brides to preview.
8) You have sales associates but are you involved with every sale?
Our stylists are trained to oversee every transaction making sure your experience at Spina is exceptional. I believe we have a healthy balance of my involvement especially with the new influencers and industry VIP we service, along with our expert sales teams. We ensure each client interaction is marked by personalized service and an unparalleled experience.
9) What is most enjoyable to you about expanding the store?
Our store's evolution isn't just about figures; it's about embracing creativity, growing in the neighborhood we love and allows us to service more brides along with discovering new talented designers. Expansion signifies progress and growth for our business and we want to continue to build our brand into something amazing.
10) How do you incorporate personalization into the bridal shopping experience?
Some of our designers provide full or minor customizations, tailoring each dress to match the personal style of every bride. Additionally, we are expanding our selection of accessories to include styling sessions, a service in high demand.