The pandemic is changing the way brides say yes to their dresses

In 50 years of marriage, many of them working together, Cerasias says they stay on the cutting edge of the fashion business by being open to change, expecting the unexpected, and always putting things aside for the future — just in case.

Despite many attempts at rest, relaxation, and retirement, Tony and Deborah Cerasia have instead returned to doing what they know best by providing excellent service to their customers — some of whom represent the second or third generation of the loyal North Bay family to entrust their fashion needs. special events for Cerasias — and temporarily changing their business model to help COVID-19 brides say yes to apparel in a growing industry with dramatically changing supply schedules.

For small businesses that source materials from — and ship to — various places around the world, the precarious state of the supply chain has forced their Main Street East store, Unforgettable, to change its focus and become the wedding dress outlet of the month.

“What we do here,” says Deborah, “is we try to make things as easy as possible for our customers.”

“Serve!” Tony added as he came out of the dressing room with various lengths of thread stuck to his clothes.

“We serve what we sell,” Deborah finished for her husband.

Cerasias cleared stock in anticipation of their stock order finally arriving in Canada. They even showcased dresses from other outlets in hopes of doing the same. There will come a time when supply difficulties subside but for brides and their wedding parties looking to get their hands on supplies for an upcoming wedding, the best case scenario due to supply issues might be to buy off the shelves and make a change. -House.

Vendors in China, India and Myanmar have all faced pandemic-related delays, while the latter’s situation has been exacerbated by political unrest. This affects the availability of many materials needed to make wedding dresses.

Cerasias admits the pandemic is tough when operating at an average of half their usual sales volume. But that’s where forward planning comes into play.

“Most bridal shops operate monthly. We’ve been in this business for a long time – and not always just as a bridal shop – we’ve learned that you have to have a backup,” notes Deborah. “When we make a purchase, we make sure whatever we buy, we put money aside to pay for it when it comes in.

“We also have reserves for emergencies. We’ve been through two recessions and several economic downturns in the 50 years we’ve been here.”

Deborah told BayToday that the pandemic has caused a ripple effect for businesses that rely on traditional shipping options. Gathering limits means fewer factory workers and port workers in one place, forcing shipping companies to rely on a fraction of their usual workforce. Throw a delay in the Suez Canal earlier this year and anyone can guess when orders will be filled.

For Unforgettable and others in the industry, not only have staples like buttons, lace, and other fabrics been delayed by months, the expected supplies for spring have yet to arrive. Deborah says many factories have closed because companies are closing their doors permanently. He said the industry was changing every day.

“While it’s normal to deliver 16 to 20 weeks for maid and mom dresses and six to eight months for wedding dresses, the schedule is in most cases doubled,” Deborah shares.

Over the years Cerasia’s has produced its own line of wedding and bridesmaid dresses plus formal dresses for mothers while complementing customers in Russia, the Caribbean, South America, Europe and throughout North America.

Not only has the deadline been stretched, but Deborah also estimates costs have risen by 20-30 percent and “maybe even higher as manufacturers struggle to adjust to the realities that COVID-19 has created.”

The Cerasias family knows that the pandemic can only deter brides who have wanted to marry in the dress of their dreams for a long time.

“The more things unfold, the more brides get married,” says Deborah. “We have brides who come on Wednesday who will get married on Friday. We have those who come on Friday who will get married on Monday. We try to fit everyone in because we are still operating by appointment only.”