A Week in the Life of Our Wholesale Manager: Swiss Edition
What does a week in the life of our Wholesale Partner actually look like?
Well, there are early mornings, beautiful boutiques, plenty of travelling, lots of conversations and, occasionally, dinner eaten on a train. But most importantly, there are people!
For Zun, visiting our stockists in person is one of the most important and enjoyable parts of her role. This latest trip took her from Geneva through Bern, Lucerne and Zurich over four busy days, before crossing the border into Germany for one final stockist visit.
Her three goals for the trip were simple: build personal relationships with Swiss stockists, get to know each boutique and its customers, and explore how we can work more closely with each partner to support them through product, service and collaboration.
A suitcase, a few flights and a lot of instinct
This wasn't necessarily the most meticulously planned trip. In fact, quite the opposite. Zun mentioned that "this was probably one of the most ad hoc trips. I started planning the trip a fortnight before, so everything was booked instinctively... It genuinely felt like I arranged the appointments, booked flights and hotels, threw everything into a suitcase and went with my gut instinct."
A weekend of downtime, a final check that everything is in order, and then it is time to go.
So, what does a typical day in the life of our Wholesale Partner look like?
Early!
Zun likes to take the first flight out to maximise her time with stockists. A big breakfast is essential, too. There are brides, boutiques and several hours of conversation ahead, so breakfast is first on the list of to-dos.
The morning appointments usually begin at 10 am, when most bridal boutiques open. Zun spends around two to three hours with each stockist, reviewing sales, looking at the collection in-store, identifying gaps and discussing recommendations for maximising sales.
These meetings are about much more than numbers. She mentioned that she "loves face-to-face discussions as it opens the opportunity to share knowledge of the industry and work together to iron out any issues. It’s also great to meet not just the boutique owners, but also the staff and get their feedback, as they are the ones working directly with the brides."
As a brand, we love feedback, whether it’s about product, service or marketing."
The stockists were also kind enough to feed her lunch, allowing her to head straight into afternoon appointments. Ideally, two appointments a day with limited travelling time in between mean maximising the time spent with each partner.
Then comes the next hotel, a quick check-in, emails and actions sent back to the team.
Dinner might be a beautiful meal beside Lake Geneva, or it might be eaten on yet another train, before settling in for an early night, ready to do it all again the following morning.
Behind the boutique doors
One of the most interesting things about travelling to visit stockists is seeing how different every boutique can be. "I am delighted that we are stocked in such different locations and spaces. It shows the flexibility of the range."
From a countryside boutique overlooking the Swiss landscape to a cosy apartment in Bern, every stockist has its own personality, customers and ways of creating the bridal experience.
With Love - Bremblens
Perched on top of a hill in the village of Bremblens, With Love is a beautiful and unexpected find.
The boutique looks out over the Swiss countryside on one side and the village church on the other, with thoughtful details throughout the space.
Brides are welcomed with a wide selection of drinks, their names written on plaques, and a beautiful, spacious room for viewing and trying on gowns. There are also accessories to choose from and bouquets for brides to hold while imagining their finished look.
Laetitia, Lea and Aurelie looked after Zun throughout her visit, including feeding her fresh produce from the market.
She got a particularly special glimpse into their bridal experience when she was able to join a bride for her second appointment. "Their hospitality and warmth carry into the way they serve their brides."
For brides living near Geneva, With Love is one to add to your list if you are starting out your bridal journey.
Stina-Jon-Riga - Bern & Lyss
Zun first met Ganimete at Barcelona Bridal Fashion Week, so this is a relatively new partnership for Catherine Deane.
Her first impression? "Right from the get-go, there was such vigour and energy from Ganimete."
Stina-Jon-Riga has two stores, in Bern and Lyss, and offers bridal gowns alongside men's suiting and promwear, making it something of a one-stop destination for the wedding party.
Ganimete's passion for her business is immediately apparent, and, according to Zun, that energy translates directly into the service she provides.
Meister Couture - Bern
Located in the suburbs of Bern, Meister Couture is set within a cosy apartment, "almost like a home away from home." It is a particularly intimate setting, with plenty of seating and alterations available on site.
Zun has worked closely with Franziska and Meister Couture for many years and describes her as an expert who has seen many brides over the years.
Her ability to make each bride feel comfortable and at home is a huge part of the boutique's charm.
MaBelle Brautboutique - near Zurich
The Catherine Deane relationship with MaBelle began after meeting at Essen Bridal Fashion Week.
Only around 30 minutes from Zurich airport, the boutique offers something particularly special: appointments are exclusively for one bride at a time. That means every bride gets the space, time and attention needed to find her dress without distraction.
"It’s the perfect location for a quiet, undisturbed appointment and where Alexandra will work her magic to help brides select their favourites and say yes to the dress!"
Leaf and Lace - Lucerne
Around 15 minutes from Lucerne, Leaf and Lace has a distinct bohemian feel.
Nadia has a strong eye for interiors and style, and each gown has its own distinctive handwriting within the space.
Zun mentioned that it's clear that brides are drawn to Leaf and Lace because they are looking for something unique - designs they won't easily find in other bridal boutiques.
With alterations also available on site, Leaf and Lace offers brides a full bridal journey from choosing the gown to making it their own.
Marie Bernal - Wetzlar, Germany
The final stop of the trip took Zun across the border into Germany to visit Marie Bernal.
If you're a German bride, you may already know the name from Tüll und Tränen, Germany's Say Yes to the Dress.
Located in Wetzlar, Marie Bernal offers a huge selection of bridal gowns across multiple fitting areas, and Catherine Deane has its own dedicated room for Bridal Separates.
Zun spent time with Sara, who she describes as having an incredible business mind while never losing sight of the importance of providing exceptional service to brides.
Marie Bernal is a family-run business that has grown through hard work, sacrifice and passion for the bridal industry.
What are brides loving right now?
One of the biggest advantages of having our Wholesale Manager on the ground and inside boutiques is the insight she gets directly from the people dressing brides every day.
The 'hero gown' of the trip
The hero of the trip was the elegantly understated Clara Gown (Our London Boutique Exclusive of the Clara is called the Drew Gown in heavy satin).
With the continued demand for 90s-inspired styling and minimalism, this sleek gown is feeling particularly relevant right now, while still showcasing the timelessness that brides want from their wedding dress. Its simplicity also makes it an incredibly versatile base for styling with Catherine Deane tops, jackets, capes and bridal accessories.
It is a perfect example of how a simple silhouette can become something entirely personal through styling.
Corsets & basque waists
Another clear trend is the continued love for corsets and basque waists.
Zun notes that this trend began emerging towards the end of 2025 and is continuing strongly through 2026, with the look expected to remain important into 2027.
One of Catherine Deane's heroes in this space is the Elvira Corset, launched earlier this year as part of the Forever Loved collection.
Because Elvira is a standalone piece, brides can pair it with different skirts and trousers from the collection to create their own combination. As Zun explains, this gives brides "a customised outfit without the couture price tag."
Bridal Separates continue to allow brides to build a look around their own personal style and taste, rather than having to find themselves within one finished gown.
The best part of the job?
Switzerland provided plenty of beautiful scenery, but for Zun, the people she met were the real highlight. "It’s my favourite part of the role. The simple fact is I love getting to know people on a deeper level, and this leans nicely into building relationships with our partners."
There is something different about sitting together in a boutique, seeing the space, meeting the team and talking face-to-face. It makes communication easier. It builds trust. And it allows both sides to be more open about what is working, what could be improved and where there are opportunities to grow.
"The bridal industry is rapidly changing, and as a brand we want to make sure we are relevant to boutique owners and ultimately brides."
A little Swiss magic
Of course, a trip through Switzerland isn't all meetings and spreadsheets. There were some beautiful moments in between.
Zun's favourite meals were the ones shared with her stockists, including dinner at Giardino in Bern with Ganimete and Christian. "It was a beautiful outdoor space and the food was absolutely delicious."
She also mentioned one Swiss tradition she is very happy to endorse: "I love that in Switzerland every meal is finished with an ice cream."
Her first hotel was right on Lake Geneva, which gave her a little time to slow down between appointments. Walking beside the lake after dinner, fresh air and ice cream in hand, sounds like a pretty perfect way to end a long day.
Another night brought a completely different view: a mountain peak overlooking Lucerne. Zun had to face her fear of heights to climb up and watch the sunset, but the view made it worthwhile.
What comes home from a trip like this?
For Zun, it isn't just memories, photos and a suitcase that needs unpacking. It's insight.
One of the biggest learnings from this trip was seeing the differences in bridal shopping habits between countries. After Switzerland, the day spent visiting Marie Bernal in Germany provided an opportunity to compare the priorities and differences between Swiss and German brides.
This inspiration goes much further than bridal trends. "I’m a solutionist by nature, so I get so much insight and inspiration from conversations with the stockists." Sometimes that inspiration comes from the way an appointment is run. Sometimes it is the décor. Sometimes it is a product or a small detail that sparks a bigger idea. "Let’s just say I came back with lots of ideas that have been shared and some implemented at the London boutique!"
Partnership is everything
Behind every Catherine Deane garment that hangs in a bridal boutique is a relationship: with the boutique owner, a bridal stylist, a team who knows their brides. Someone who has chosen to believe in the collection and bring it into their space.
For Catherine Deane, wholesale is about supporting those relationships just as much as it is about growing the brand. That means being present, listening to feedback, sharing industry knowledge, helping boutiques identify opportunities, and understanding what their brides actually want.
After four days travelling through Switzerland, followed by a final stop in Germany, Zun came home with new ideas, new insights and an even greater appreciation for the people behind our global stockist community.
And, presumably, a few more favourite ice cream flavours.
Are you a bridal boutique looking to discover Catherine Deane?
We are always excited to connect with bridal boutiques who share our passion for intentionally crafted bridal wear, thoughtful service and creating an unforgettable experience for every bride, no matter what her timeline, and vision.
If you are interested in becoming a Catherine Deane stockist, we'd love to hear from you.
Until the next trip...
