Essense of Australia welcomed bridal retailers to its U.S. headquarters for Elevate, its annual education summit, held July 20-22 and July 27-29. The annual summit paired business education with runway presentations, networking, and showroom appointments.
This year, Martine Harris, Co-Owner and Chief Creative Officer of Essense of Australia and Head Designer of Martina Liana and Martina Liana Luxe, presented two sessions addressing one of the bridal industry's fastest-moving topics: the role of artificial intelligence in how brides discover, research, and ultimately choose a wedding dress.
In “AI” Do, Harris joined Wallace Wilson, Vice President of Marketing Technology, to examine how AI is reshaping the way brides discover, shop for, and ultimately choose a wedding dress. The conversation covered the technology’s growing influence on marketing, appointment quality, trend cycles, and store operations, along with what retailers can do now to remain competitive.
Harris also led When the Bride Can’t Decide, a candid look at the changing rules of bridal retail. The session explored what is driving those changes, what they demand of retailers, and where new opportunities may lie.
“Brides are coming into appointments with more inspiration than ever, but that doesn’t always mean they feel more certain,” said Harris. “AI is changing how they discover dresses and prepare to shop, while retailers are being asked to understand them faster and guide them with more confidence. Elevate allows us to talk honestly about those shifts and what they mean for the future of bridal.”
Alongside the sessions, Elevate included runway presentations featuring Martina Liana, Martina Liana Luxe, Stella York, Essense of Australia, All Who Wander, and Oxford Street, as well as retail training, networking, and showroom appointments.
Retailers unable to attend can shop the newest collections through Essense of Australia’s Virtual Showroom featuring models across a range of sizes, shapes, and skin tones. For additional information, imagery, or to schedule an appointment, contact Bridal@codedagency.com
