London Bridal Week was back for the first time in three years at the Excel from 20-22 March and we want to tell you all about it!

From 20-22 March retailers and suppliers were reunited for the first time since 2019 in the UK capital for Bridal Week London. For Abbie Jade it was a momentous event, as this should have been where the brand was launched in 2020; for the event to finally take place and to be there meeting current and new stockists for the first time was such a special moment. It certainly hasn’t been the easiest two years to launch a brand new business, from launching the brand virtually online, to showcasing the dresses on zoom calls to finally being able to showcase the current and new collection in person was amazing.

Across the three days we met many lovely retailers and suppliers, chatted lots, modelled many of our current and new styles to show how truly luxurious and beautiful our fit is, gained achy legs and feet, oh and added a few new stockists to our ever growing Abbie Jade team! Which means more Abbie Jade dresses in areas we don’t currently cover and easier access for customers to go and try/buy their very own Abbie Jade dress. All of our current and new stockists received an Abbie Jade goodie bag filled with lots of treats including lookbooks, their very own Abbie Jade hand sanitiser, the delicious Isabakes brownies and blondies and much more. We can’t wait to share with you our new stockists, where you will be able to find them under the ‘Where To Buy’ header on the website menu.

We caught a glimpse of the latest collections from world-renowned bridal brands and designers on the catwalk but no sign of a bridesmaid catwalk! We think we may just have to get involved so we can see them on the catwalk next year!

Our stand was positioned perfectly in a lovely spot right across from the cocktail bar! Unfortunately we weren’t able to take part in sitting and drinking whilst admiring the gorgeous dresses positioned around the area, we made up for it with a well deserved glass of fizz (or two) after the show! With three extremely busy days, each day bringing something knew, before we knew it the doors were closed and it was time to take down the stand and take the journey back home to our Lancashire town. Overall, it was a fantastic three days experiencing the industry coming together for a celebration of bridal fashion for the first time in a few years. The reaction we received from the retailers was a huge success and this is just the start for Abbie Jade. With new styles to show to you soon and plans for the next chapter for Abbie Jade already in the mix, we can’t wait to share this journey with you!


Want access to the private shop where you can view prices, stock availability and place orders? Register as a stockist now to become part of the ever growing Abbie Jade team!


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