Despite uncertainty, Lillian Ruth Bride relocates near Old City
“Maybe this is a sign …” Leslie Rosenbaum already was in the leasing and design processes of her new space when the COVID-19 pandemic hit. Having to close a brick-and-mortar business for an entire month is in no business owner’s plan, but that’s what Knoxville’s entrepreneurs faced as the pandemic swept over the city.
Rosenbaum knew that Lillian Ruth Bride had outgrown its second-floor space overlooking Market Square. Though she’d been in the downtown location for only three years, she knew it was time to expand. The enterprise needed more space to showcase an inventory stunning enough to wow any visitor and to allow brides-to-be enough space to breathe while experiencing spectacular dress fittings.
“It was a leap of faith,” Rosenbaum says. “This might be the dumbest thing I’ve ever done, but I’m doing it.”
The best part about moving is that, in this expanded space, there are two areas where brides can have a bespoke fitting experience. “We might not have had the opportunity to serve two brides at a time for at least a year,” Rosenbaum says, citing the pandemic. The ability to serve more than one bride has been crucial during a time when social distancing and a heightened focus on sanitation are top priorities.
Industries typically have periods of increased operation. With the pandemic, though, the entire bridal season has been uncertain. When asked about how business is going – a concern we all have for our locally owned businesses – Rosenbaum is grateful and remains optimistic. “Brides are still planning weddings,” she says. “Budgets are changing, plans constantly change, but there are more last-minute elopements than ever. And still there are optimistic families looking at 2021 as their year.”
The rhythm at Lillian Ruth Bride is a bit different these days, although Rosenbaum notes that her typical client experience has been private and curated since the beginning. In addition to staggered appointments, her team limits the number of guests for bridal fittings and has increased the amount of dress-steaming and surface-sanitizing they do throughout the day. They’ve also discontinued charging last-minute cancellation fees, and they encourage clients who feel unwell in any way to reschedule.
This has been a difficult time for everyone, and Rosenbaum keeps her clients close to her heart. Though many have had to change their wedding dates, their venues, their guest lists and even their most cherished traditions, she wants them to know how much they matter. “Brides, you are still seen,” she says. “You are so important. Our brides have been dreaming, and they’re so excited – only to feel pushed aside by all the sacrifices that need to be made. I want them to know, ‘You are seen, you are important, and you don’t need to sacrifice to have a great wedding day.’”
You can make an appointment to visit Lillian Ruth Bride by visiting their website at www.lillianruthbride.com.
