KEELY | AISLE + VOW
Ahead of what promises to be a very exciting year in bridal, we recently caught up with the Keely the Founder of a new online wedding magazine Aisle + Vow to discuss all things Amare.
Tell us about Amare and how was the idea born?
Amare is a space for self-love and soulmates, and in many ways, it’s a love letter to all brides. Following my own bridal experience years ago, I became attached to this imaginary space – a bridal sanctuary. It radiated with warmth and joy and existed to cherish the journey of each and every individual that walked through its doors.
A decade passed and I couldn’t set the concept free from my heart. And so, when the cosmos presented an opportunity to bring Amare to life in 2020, I took it with both hands. I worked day and night for over a year prior to opening Amare’s doors, nurturing it with love, light and everything I had always envisaged.
It’s so much more than a studio to me. Amare manifested itself as the result of self-love, and that’s how it shall remain. So really, my journey with Amare is sort of metaphoric of the journey my brides take when they arrive here – we’re united as dreamers who sought true happiness and took that final leap of faith.
How do you curate the dresses in your boutique and what is important to you when choosing designers to become a part of your overall brand?
I’m very lucky to represent leading contemporary bridalwear labels including Alexandra Grecco, Prea James, Halfpenny London, A La Robe and others – all of whom are highly sought-after with limited availability in the UK. But beyond their artistry (which is crucial – Amare exists for the modern bride, after all), I represent designers that align with my own values. The labels are a voice, as well as a vision. They stand for something human – for the greater cause of self-love and empowerment. Authenticity is key to keeping Amare the safe space that it has was always curated to be.
Amare is new to the bridal industry; would you say you are trying to take the industry by storm or create a niche experience with quality vs quantity?
It is niche, considered and bespoke – always. Amare does things differently, of course, but ‘taking the industry by storm’ would feel far too commercialised. It takes the intimacy out of such a remarkable footnote in someone’s life. So instead, we see each bridal process as a journey that is nuanced with the many complexities of life. And we cherish the privilege of being there to support it. That’s something worth every inch of celebration. The feedback from our brides since opening the doors has been incredible.
How would you describe your aesthetic? What is the definition of a modern bride to Amare?
The Amare bride is someone that is in search of essence; the essence of life, of love, of style. And I think that is reflected in the Amare aesthetic. We stand in defiance to the white noise of mass production – it’s about staying true to what really matters. So visually, I like to think we exist in that precipice between high fashion and bridalwear. Understated, considered, elegant and inspired – design that really stirs something up inside you. For me, it’s the canvas used to express the true essence of ‘you.’ And even if our brides don’t know what that is yet, we’ll work together until there isn’t a single doubt about what their special brand of magic is.
What can a bride expect when stepping into your boutique? How do you create a unique experience for this special moment in their journey to becoming a bride?
We have a very considered approach for our brides – it’s an intimate process, and it changes from bride to bride. It’s all about setting the tone for a day of celebration and encouraging an abundance of self-love. I’m there to offer my brides support and guidance throughout the whole voyage – together, we will discover silhouettes, fabrics, textures and labels they love, we’ll talk, and we’ll try new things, and we’ll honour every individual process, no matter how long it takes.
Do you find couples are increasingly interested in sustainability in choosing a designer? How important is sustainability to Amare?
Absolutely. And it’s so important to me that we meet them in the middle as we all push for a sustainable future. All my designers are individually involved in their own sustainability programmes and pledges, and work to leave this world a better place. Harriette Gordon, for example, has an amazing partnership with Eden Reforestation Projects, who aid reforestation and poverty alleviation. Essentially, every Harriette Gordon bridal piece that’s purchased will provide the funds to plant ten trees in Nepal – a project that is overlooked by local villagers who receive consistent income to restore healthy forests.
Planning your wedding can be extremely overwhelming for a bride. What is your advice on choosing the perfect dress?
Firstly, breathe. Trust that it will happen. I think the only thing you ‘should’ do is remain true to yourself. You’ll know when it’s right – you’ll feel sensational and won’t want to take it off. Other things to consider are comfort (dancing and eating will be big parts of your milestone day), and to visit boutiques that you feel an affinity to – you should feel represented and warmly welcomed by the studio. Be open-minded, because sometimes the wildcards are the ones to steal a heart.
Lastly, if you could have dinner with one bridal designer who would this be and why?
Aside from my gorgeous team of designers who form our special Amare edit - It just has to be Danielle Frankel. My absolute muse – her artistry is beyond this Earth. She has this incredible way of merging traditional haute couture principles with her very distinct vision for modern bridal, and it’s just breathtaking. The epitome of a truly refined, less-is-more approach.
Photography Credits: Benjamin Wheeler