Jo Stott and Brogan Owen, owners of North Shields bridal store Ānela, are on a mission to help mothers of the bride and groom look stunning for their child's wedding day. Located at The Exchange, the shop has earned a reputation for making women feel a million dollars with VIP treatment from the moment they walk in.
Challenging Traditional Wedding Wear
Jo, a proud woman in her 50s, is passionate about encouraging women of her age and older to move away from the traditional long dress and matching jacket. Instead, she urges them to take a leap of faith and opt for bolder choices. "We always say that it's not about trendy, it's about what works for you," Jo told ChronicleLive. "I know that vibrant colours are something us ladies in our 50s love, so we shouldn't shy away from wearing them for a wedding. A lot of mams come into the shop overwhelmed; they really don't know what kind of thing they're looking for or feel like they have to go down the 'traditional' route."
Brogan added that the team understands mams have areas they want to cover up. "For example, some ladies might not want their arms out, and we can help choose styles that will be the most flattering for them," she explained.
VIP Experience at Ānela
The name Ānela means angel, a fitting choice according to Jo. "Mams are all angels at the end of the day. Where would we be without them?!" she said. The store offers a relaxed experience: "Everybody loves it; they come in, they get offered a tea, coffee or glass of prosecco, and they have our undivided attention from the get-go, with absolutely no pressure on them to buy."
The shop features in-house designs and has confidence that they've changed the face of wedding wear in the North East, especially for mams. "I think when the ladies come in, they come in feeling more nervous than excited," Brogan said. "So getting to see them look in the mirror in the outfit they've chosen and looking so elated and empowered is magical. Yes, it is their child's wedding day, but it is also a huge day for them, and they deserve to have their moment. The brides love coming in with their mams as the shoe is on the other foot, and they get to sit back and watch."
Celebrating Mams
Summarising the Ānela ethos, Jo concluded: "We're all about celebrating the people who come into the shop and giving them that confidence boost. It's so amazing for us to see how amazing the women look and feel."
