We are incredibly proud that the Daalarna gowns are now available at more than 30 international retailers worldwide, including bridal boutiques in the USA, Canada, Australia, Hong Kong, UK, Ireland, Germany, Austria, Switzerland and Ukraine. In this column, we introduce you to some of our retailers from all around the world. This time, owner Stephanie answered our questions about SIÖDAM – THE VILLA, their incredibly stylish bridal salon in Frankfurt, Germany.
What is the story of your beautiful salon?
Our family business has always been in Frankfurt since our opening in 1977. We, that is my husband and I took over the business 10 years ago, and hence the name. SIÖDAM is derived from Monsieur (= SIÖ) and Madame (= DAM), as we cater for both women and men. After we moved this year into a beautiful, art nouveau villa, we simply had to expand our company name because it fits so well: SIÖDAM – THE VILLA.
What is the philosophy behind it?
We specialize in the high-end designer market. We sell everything for the festive occasion: bridal wear, wedding suits, wedding rings and evening couture. We are elegant, modern and trendy. Many things have changed in the 40 years of our company history, but we have remained faithful to this motto: to carry extraordinary and special labels, just like Daalarna Couture.
How did you choose the new location of your salon?
We found this dream villa and it found us. It is elegant, high quality and special – just like our dresses. Therefore, it was a very easy decision for us and every day we are thrilled to work in such a great atmosphere. For the remodelling and decor, we were inspired by our dresses, we wanted to create a warm, elegant and yet modern atmosphere. The mix of old and new is indescribable, the chandelier, for example, we bought at an antique market in Florence, Italy. So every part has somehow inserted itself and we are very happy about the result!
How would you describe the style of the bridal gowns in your salon? Could also you mention some brands?
Our dresses are high quality, classic and feminine. Depending on the trend a little boho, simple and flowing or elaborate with a softly falling big skirt. It is important to us that the bride finds a dress that emphasizes her personality and does not disguise it. In addition to Daalarna couture, we promote Jenny Packham, Jesus Peiro, Marchesa, Badgley Mishka, Adi Shlomo, Yolan Cris and more.
How did you discover Daalarna Couture and what is the reason you have chosen the brand?
I discovered Daalarna five years ago. I was at a bridal show in London and did not find anything nice and new. Disappointed, I logged in via Instagram. (At that time Instagram was still in its infancy – no comparison to today!) I saw the “FLOWER” collection and was blown away. I ordered via Instagram even though I was sitting in the middle of 100 of bridal dresses. I always like to remember that with a smile. From the first day I was, and still, am thrilled with the softness and femininity of Daalarna dresses.
What kind of Daalarna dresses are the popular ones in your salon?
(laughs) I think I can answer that question quickly. These are always the most expensive models. Presumably, because we liked them so much, our brides also feel this, and luckily our tastes are similar!
Our brides want exclusive, high quality and feminine dresses. They must not be too heavy or overloaded, nor too simple and boring. Daalarna Couture creates for us the mix of featherlight, female and high-quality dresses. Implementing the possibilities of combinations or change requests are very important for our customers.
Do German brides follow some trends at their wedding?
Yes, German brides follow different trends. This comes first and foremost through social networks like Pinterest, Instagram and Facebook. In a few years, there will certainly be other channels where the bride can gather ideas. Pinboards are created and whole concepts packed into mood boards. This did not exist 10 years ago. As our society changes, so does the bride, and we have helped with this change through our move.
Why do you like weddings in general?
Weddings are just special. The decision to grow old with a person simply because we love them. This is also our motto: It’s about the partner, about the man you found among 1 million people. It is about celebrating this day, the beginning of a common future. This must never be forgotten with all the hype that has arisen in the last few years around the topic of wedding and that’s what we say to our brides.