0:00:02 > 0:00:08Family businesses make up a quarter of the British economy and employ nearly ten million people.
0:00:08 > 0:00:12But 1,000 small firms are going bust every single month.
0:00:12 > 0:00:13Sorry.
0:00:13 > 0:00:18- This business is on a knife edge. - At some point we'll have to call it a day.
0:00:18 > 0:00:20For God's sake, do something.
0:00:20 > 0:00:25For family firms, not just profits, it's relationships on the line.
0:00:25 > 0:00:28£50,000 now and you'll never see me again.
0:00:28 > 0:00:30I don't know if it's ever going to get better.
0:00:30 > 0:00:34You must see some hope, otherwise let's not bother with this, then.
0:00:34 > 0:00:39I'm Alex Polizzi. I grew up in a family business
0:00:39 > 0:00:44that expanded from one small cafe to become an empire worth billions.
0:00:44 > 0:00:47Now I'm trying to bring family firms...
0:00:47 > 0:00:50- ALL: Hello. - ..back from the brink.
0:00:50 > 0:00:52This is a business!
0:00:52 > 0:00:54You're ruining your health, you're ruining your family life.
0:00:54 > 0:00:57He's just used to getting his own way, and I'm used just getting mine.
0:00:59 > 0:01:02This week, a bridal shop in dire straits.
0:01:02 > 0:01:06What proportion will end up on the remainder rail?
0:01:06 > 0:01:09- 90%.- Oh, God.
0:01:09 > 0:01:11With a mum with no brains for business...
0:01:11 > 0:01:14- That is a failure. - ..and squabbling sisters...
0:01:14 > 0:01:17You could cut the atmosphere with a knife.
0:01:17 > 0:01:19..will it all end in tears?
0:01:27 > 0:01:31I've been called into a family run bridal business in the Midlands.
0:01:31 > 0:01:35With over a quarter of a million weddings every year in the UK
0:01:35 > 0:01:41it's an industry that's worth nearly £130 million annually.
0:01:41 > 0:01:46Even though the economy is in trouble, people still spend money on weddings.
0:01:46 > 0:01:50This is a business that should be more or less recession-proof.
0:01:50 > 0:01:54But Courtyard Bridal Wear in Kettering is in trouble.
0:01:54 > 0:01:58Ready? In this sort of shop, we always have the tissues!
0:01:58 > 0:02:03It was set up by Anne Preece nine years ago.
0:02:03 > 0:02:09I love doing it, my life is wrapped round it, my life is wound up in it.
0:02:09 > 0:02:11But Anne's seen profits nosedive for the last three years.
0:02:11 > 0:02:16What I know about the shop is it's run by a mother and her two daughters.
0:02:16 > 0:02:18I said what are you looking for?
0:02:18 > 0:02:22I was looking for a 38 trouser, but I had to leave what I was doing and go and look for it.
0:02:22 > 0:02:25But as the business crumbles around Anne,
0:02:25 > 0:02:30her two daughters are focusing their attention solely on each other.
0:02:30 > 0:02:34If you don't deal with them, how am I supposed to know?
0:02:34 > 0:02:38Bethan and I have fallen out since we've been working together.
0:02:38 > 0:02:41I don't think she trusts me any more.
0:02:41 > 0:02:44- Are you annoyed with me?- No.
0:02:44 > 0:02:48You ARE annoyed with me cos we could cut the atmosphere with a knife.
0:02:48 > 0:02:49It's fine.
0:02:49 > 0:02:52'If she talks to me, she annoys me,'
0:02:52 > 0:02:55so I'd rather just leave her for three days and not talk to her.
0:02:55 > 0:02:58The truth about this shop that I'm going to is it's in trouble.
0:03:01 > 0:03:04Anne can't afford to pay herself a wage
0:03:04 > 0:03:09and has had to remortgage her home to keep the shop alive.
0:03:09 > 0:03:11It IS quite scary at the moment.
0:03:11 > 0:03:15The real worst-case scenario would be
0:03:15 > 0:03:17to end up in a bankruptcy court -
0:03:17 > 0:03:21that would be the very, very, very worst thing that I could imagine.
0:03:23 > 0:03:26My first impression of Courtyard Bridal Wear
0:03:26 > 0:03:29is the shop itself looks rather tired.
0:03:29 > 0:03:31Certainly for a wedding dress shop
0:03:31 > 0:03:35that window display is all-important.
0:03:35 > 0:03:37That is how the world sees them
0:03:37 > 0:03:41and that is what's going to convince people to come through that door.
0:03:47 > 0:03:48ALL: Hello.
0:03:48 > 0:03:49How are you? Anne, it must be.
0:03:49 > 0:03:54- That's right. Welcome to Courtyard Bridal Wear.- Thank you very much.
0:03:54 > 0:03:59I've had a little walk past the shop, gone over my first impressions.
0:03:59 > 0:04:01How many styles do you stock here?
0:04:01 > 0:04:03Do you keep close track of that kind of thing?
0:04:03 > 0:04:05Um...
0:04:05 > 0:04:06No.
0:04:06 > 0:04:10Well, we do, but we don't have sort of a written down record,
0:04:10 > 0:04:12if that makes sense.
0:04:12 > 0:04:17- OK, so that's an immediate flaw that we can identify.- We know that.
0:04:17 > 0:04:20- There's no point knowing it and not doing anything about it.- No.
0:04:20 > 0:04:24- It's worse to know that's a flaw and not to do anything about it.- OK.
0:04:24 > 0:04:28People are street-wise or whatever. I'm not business-wise.
0:04:28 > 0:04:31I haven't been able to teach them how to be business-wise.
0:04:31 > 0:04:35- So, we just focus on the brides...- Yeah.
0:04:35 > 0:04:39..and then everything else tends to get put to one side
0:04:39 > 0:04:42- until we sort of get sorted out. - That is also a bit of a failing,
0:04:42 > 0:04:46because there's no point having customers unless one's making lots of money out of them.
0:04:46 > 0:04:48- And we're not.- No.
0:04:51 > 0:04:53First impressions are one thing
0:04:53 > 0:04:57but I really need to see this place in action.
0:04:57 > 0:04:59So, I have a surprise in store.
0:04:59 > 0:05:02So, I shall summon the brides!
0:05:02 > 0:05:03Ladies, come in, come in!
0:05:03 > 0:05:07Buying a wedding dress is a big and emotional purchase,
0:05:07 > 0:05:10and customer service is crucial.
0:05:10 > 0:05:13So, I've arranged for four brides-to-be to put the shop
0:05:13 > 0:05:15and the family through their paces.
0:05:15 > 0:05:17- Where is your wedding?- Ibiza.
0:05:17 > 0:05:19- What time of the year is it? - September next year.
0:05:19 > 0:05:22- OK.- So, I'm actually looking for two dresses.
0:05:22 > 0:05:25- So, you're having a proper English wedding.- Yeah.- Lovely.
0:05:25 > 0:05:28- And I want to hide my tattoos, obviously.- OK.
0:05:28 > 0:05:31They have very different ways of doing things.
0:05:31 > 0:05:34- You look like you like taffeta.- OK!
0:05:34 > 0:05:38Anne has the spiel down to a fantastic degree.
0:05:38 > 0:05:40Did you want to take the short one down as well?
0:05:40 > 0:05:43To try the short one on? Yeah, that's fine, no problem.
0:05:43 > 0:05:48- Rhiannon's quite brash and bold. - Right, are you ready? I'm coming in!
0:05:48 > 0:05:51Bethan's not quite so confident, it seems to me, in herself,
0:05:51 > 0:05:54and in the way she talks about things.
0:05:54 > 0:05:58Have you seen anything that sort of caught your eye in the magazines,
0:05:58 > 0:06:01like shapes of dresses, or lace, or...?
0:06:01 > 0:06:04Not really. But only because I'm quite open-minded.
0:06:04 > 0:06:08Customer service is OK, but despite all the stock,
0:06:08 > 0:06:11my brides can't seem to find what they were looking for.
0:06:11 > 0:06:16- Yeah?- Thank you.- OK. - There's quite a lot of dresses here.
0:06:16 > 0:06:19They look to me as if they're very much in the same style,
0:06:19 > 0:06:22so I'm interested whether that is because this is their market
0:06:22 > 0:06:23and they know their market,
0:06:23 > 0:06:28or just because they have lost their way a little bit in the buying.
0:06:28 > 0:06:31Look at this!
0:06:31 > 0:06:32What did you think?
0:06:32 > 0:06:36There's nothing, probably in here, that would suit what I'm after.
0:06:36 > 0:06:40The very same strapless and big dresses, which, to me,
0:06:40 > 0:06:44is completely what I don't want, so...but it was a nice experience.
0:06:44 > 0:06:46I'm dying to see this on.
0:06:46 > 0:06:50'I would have liked to have seen something a bit more simple.'
0:06:50 > 0:06:53I think a lot of the dresses are very blingy, very fussy,
0:06:53 > 0:06:57lots of ruffles and diamonds, and that's not what I'm looking for.
0:06:57 > 0:06:59I wanted something a bit more plain and elegant.
0:06:59 > 0:07:02- I'm ready for you, if you're ready for me!- Wrong stock is a big problem.
0:07:02 > 0:07:04But there's worse to come.
0:07:04 > 0:07:10- What's your average spend here? - People would come in and say, oh, I've budgeted for £1,000,
0:07:10 > 0:07:14but we have found that lately, that has gone down quite considerably.
0:07:14 > 0:07:18I actually think it's immoral to show a girl a £1,500 dress
0:07:18 > 0:07:20when she can only afford a £500 one.
0:07:20 > 0:07:23Oh, my goodness, darling, wakey wakey!
0:07:23 > 0:07:27A girl has a way of getting what she wants for her wedding day.
0:07:27 > 0:07:30If you can persuade them to spend a little bit more money, you should.
0:07:30 > 0:07:34- How strict is your budget? - I'd say it's not very strict!
0:07:34 > 0:07:36I would tend to agree with you, darling!
0:07:36 > 0:07:38I'm sure my partner thinks differently!
0:07:38 > 0:07:42Anne's reluctance to push sales is a concern,
0:07:42 > 0:07:45but so too is the sheer amount of stock.
0:07:45 > 0:07:47- Look at this!- We call her cupcake.
0:07:47 > 0:07:51They all have names, all nicknames, and we always call them shes or hers.
0:07:51 > 0:07:53I don't know why, it's a bit like a boat.
0:07:53 > 0:07:57Courtyard Bridalwear stocks 150 dress styles,
0:07:57 > 0:08:02whereas similar stores will only stock half that.
0:08:02 > 0:08:06- So, this is the Courtyard. - Where's your office?
0:08:06 > 0:08:09This is my office!
0:08:09 > 0:08:11Lordy, lordy me!
0:08:11 > 0:08:13THEY LAUGH
0:08:13 > 0:08:18As shocking as I find the obvious lack of importance Anne places on running her business,
0:08:18 > 0:08:22it doesn't compare to what I find in a back room.
0:08:22 > 0:08:27- All this is what we'd call dead stock?- Yes.
0:08:27 > 0:08:29So, things that have either been discontinued,
0:08:29 > 0:08:32- have been on sale and haven't sold? - Mm-hm.
0:08:32 > 0:08:36What proportion of the dresses that are actually in your shop
0:08:36 > 0:08:39at the moment will end up on the remainder rail...
0:08:40 > 0:08:42- ..would you say?- 90%.
0:08:42 > 0:08:43Oh, my God!
0:08:44 > 0:08:49Let's say the dresses average, to be generous, £500 a dress.
0:08:49 > 0:08:53That's £75,000-worth of stock you have there,
0:08:53 > 0:08:57let's say of which 65 grand's worth will end up...
0:09:00 > 0:09:03So, I mean, it does concentrate the mind,
0:09:03 > 0:09:09because actually, the margins you are making per dress are very good,
0:09:09 > 0:09:13but not considering the degree of wastage that there is.
0:09:15 > 0:09:16OK.
0:09:19 > 0:09:22With so much of their money tied up in dead stock,
0:09:22 > 0:09:29Anne not paying herself a wage and with her home now on the line, it's a bleak picture.
0:09:29 > 0:09:33I'd like to have a clear idea of what roles are within the business.
0:09:33 > 0:09:35I mean, you're very obviously the boss.
0:09:35 > 0:09:38- They both still kind of look to you. - Yes, I'm still Mum.
0:09:38 > 0:09:41I keep saying, well, you look after this and you look after this.
0:09:41 > 0:09:44And then they fall out.
0:09:44 > 0:09:49And then at the end of the day, I just go and do it myself anyway.
0:09:49 > 0:09:54Do you think the fact that not enough attention is being paid
0:09:54 > 0:09:57to the business side of this business,
0:09:57 > 0:10:00do you think that's lack of will or inability?
0:10:00 > 0:10:05To a degree, inability, because I've been learning as I went along.
0:10:05 > 0:10:08If I said to you off the top of your head, what was your turnover last year?
0:10:14 > 0:10:17Do you know your profit margin?
0:10:19 > 0:10:20No.
0:10:20 > 0:10:23I'll be honest,
0:10:23 > 0:10:27I don't know half of what things mean on the balance sheet.
0:10:27 > 0:10:29Well, you know...
0:10:29 > 0:10:32I know when it says 5,000 at the bottom, that's what I pay my tax on.
0:10:32 > 0:10:36- Yeah. That's your profit, darling.- OK.
0:10:36 > 0:10:38That's pretty poor,
0:10:38 > 0:10:41especially as you've committed yourself...
0:10:41 > 0:10:43You've remortgaged your house.
0:10:43 > 0:10:45You're not paying yourself.
0:10:45 > 0:10:50The picture would be much worse if we put in even a nominal sum for your work.
0:10:52 > 0:10:56- Yeah?- Yeah. I don't know if it's ever going to get better.
0:10:56 > 0:10:58Of course it will!
0:10:58 > 0:11:02If you really thought that, you wouldn't have asked me in!
0:11:02 > 0:11:08You must see some hope. Otherwise, let's not bother with this, then! You know!
0:11:08 > 0:11:10Who are you doing this for?
0:11:10 > 0:11:14If you're doing it for your daughters then they have to bloody pick up the slack!
0:11:18 > 0:11:22I have two months to revamp and relaunch this company.
0:11:22 > 0:11:24But it's not going to be easy.
0:11:24 > 0:11:30Ultimately, Courtyard Bridalwear's figures show that they would be
0:11:30 > 0:11:32better off just closing the business,
0:11:32 > 0:11:34which is a very hard fact to face
0:11:34 > 0:11:37after all the hard work that Anne's put into the business.
0:11:37 > 0:11:41This is something that I now have to convey to her children
0:11:41 > 0:11:45and, you know, it's time that they WERE made aware of these facts.
0:11:47 > 0:11:51So, let's cut to the chase straight away.
0:11:51 > 0:11:55This, I presume, is a document that both of you will be familiar with,
0:11:55 > 0:12:00the unaudited financial statements of the year ended 31st of March 2010.
0:12:01 > 0:12:05- No.- It would be the first time we've probably seen it.
0:12:05 > 0:12:09Let me just give you some highlights, shall I?
0:12:09 > 0:12:13Last year, on 190,000,
0:12:13 > 0:12:17you made a 3% profit,
0:12:17 > 0:12:20which is just over five grand.
0:12:22 > 0:12:26This is without your mother being paid. What's the point of going on?
0:12:26 > 0:12:30Because she would be better off if the business closed.
0:12:30 > 0:12:35She's remortgaged her house. There aren't any financial gains at all.
0:12:35 > 0:12:40So, what's the point of her flogging herself to death
0:12:40 > 0:12:44if there's going to be no light at the end of the tunnel?
0:12:44 > 0:12:47I suppose it's never been put so bluntly.
0:12:49 > 0:12:53What do you want out of it? What's the point of this for you?
0:12:53 > 0:12:56Why do you want to be involved in this business?
0:12:56 > 0:12:58Because I think everybody's put much effort into it.
0:12:58 > 0:13:03Mum's put a lot of financial, obviously, into it, financially.
0:13:03 > 0:13:06And, you know, I think we all care for it.
0:13:06 > 0:13:10I think it would be sad to say, it's all just gone. You know.
0:13:10 > 0:13:13Nine years of our lives. Just wasted.
0:13:13 > 0:13:16I don't know if I love the business or I love Mum,
0:13:16 > 0:13:18and I want to help her.
0:13:21 > 0:13:25- You know, we're fighting for survival.- Yeah.
0:13:25 > 0:13:29We've got to start boxing a bit cleverer.
0:13:31 > 0:13:34'We definitely were burying our heads in the sand.'
0:13:34 > 0:13:40I think in some ways maybe out of naivety.
0:13:40 > 0:13:44Deep down inside, I suppose, we knew how the business was performing.
0:13:44 > 0:13:47But to actually have it said in black and white,
0:13:47 > 0:13:50I think it hits home.
0:13:50 > 0:13:52A lot.
0:13:52 > 0:13:57And you do realise that we are in desperate need of help, really.
0:13:58 > 0:14:02After that reality check, we need to start from the bottom up
0:14:02 > 0:14:06and remind the family exactly how an enterprise like this works!
0:14:06 > 0:14:10You buy something, you add value to it and you sell it at a profit.
0:14:10 > 0:14:15I've brought them to Northampton market, away from the claustrophobia
0:14:15 > 0:14:19of the bridalwear shop to reconnect with that simple truth.
0:14:19 > 0:14:23I have a van full of fresh flowers for you.
0:14:23 > 0:14:26- And there's about £300-worth of stock here.- OK.
0:14:26 > 0:14:29OK? So, it's very simple.
0:14:29 > 0:14:32I just want to see you set up and run this market stall.
0:14:37 > 0:14:40They are not carnations. I thought they were.
0:14:41 > 0:14:46- £4.50?- Yeah, and then... - £4.75, just to bring it under...
0:14:46 > 0:14:50- £4.75, £4.50.- Yeah.
0:14:50 > 0:14:54Incomings and outgoings must balance for a business to be viable,
0:14:54 > 0:14:56I'm hoping that even though they seem incapable
0:14:56 > 0:15:01of appreciating that on a spreadsheet, they might be able to get to grips with it
0:15:01 > 0:15:04when they have actual cash in an actual till.
0:15:05 > 0:15:10- Sorry. - I'll just get your change for you.
0:15:10 > 0:15:13- There you are.- Thank you. - Have a lovely day.
0:15:13 > 0:15:16Their lack of business skills is one thing,
0:15:16 > 0:15:19but there's a more fundamental problem emerging.
0:15:19 > 0:15:22How about some pinks and some gypsophila?
0:15:22 > 0:15:25- A little granny basket. - I'll do a basket.- Yeah.
0:15:25 > 0:15:28The more I see of their relationships,
0:15:28 > 0:15:32the more they seem like a mum and two daughters rather than business partners.
0:15:32 > 0:15:36Keeping personal relationships professional was something
0:15:36 > 0:15:40I had to be aware of when I began working with my family 14 years ago.
0:15:40 > 0:15:43I would like to say to you something that I've noticed.
0:15:43 > 0:15:47You talk to your daughters as if they're babies.
0:15:47 > 0:15:50I don't blame your mother, actually,
0:15:50 > 0:15:54because I think mothers' instincts are to go on treating their children
0:15:54 > 0:15:59like they're children for ever, but at a certain point, girls, come on!
0:15:59 > 0:16:01I'm sure that in your real lives as a wife and a mother
0:16:01 > 0:16:05and as a wife, people don't kind of go, "And how are you today?"
0:16:05 > 0:16:08- THEY LAUGH - OK?
0:16:08 > 0:16:11But I want to say to you, I've worked with my family,
0:16:11 > 0:16:16my uncle and my mum, very closely and I think the only reason I survived that experience,
0:16:16 > 0:16:21which can be very, very bruising, is that she knows that I'm a woman to be reckoned with.
0:16:21 > 0:16:24And so even though we disagree and she criticised me massively
0:16:24 > 0:16:29and I've had had massive fallings out, we met and we disagreed as equals.
0:16:29 > 0:16:32- You do have to understand that you're not just your mother's daughters.- No.
0:16:32 > 0:16:37You're women and you have to... you know, you have to show
0:16:37 > 0:16:40- that you have something to bring to the party.- Yeah.- OK?- Yeah.
0:16:40 > 0:16:44Two bunches of roses for £9.
0:16:44 > 0:16:47Nice bunch of red roses to give somebody special for £5.
0:16:47 > 0:16:51They managed to make a small profit today, but it's the relationship
0:16:51 > 0:16:55between the three of them that will really hamper the business.
0:16:55 > 0:16:59Not only is the mother-daughter relationship troubled,
0:16:59 > 0:17:03the two sisters also constantly bicker.
0:17:03 > 0:17:08I do resent my sister. In my head, she thinks of herself first
0:17:08 > 0:17:12and doesn't think of the business or Mum or me.
0:17:15 > 0:17:19The rift between them is, I feel, the fact that one has children
0:17:19 > 0:17:21and one doesn't.
0:17:21 > 0:17:27Um, sometimes I don't think Bethan quite understands how tiring it is.
0:17:27 > 0:17:31But then I suppose she thinks, "Well, you made that decision to have them,
0:17:31 > 0:17:33"so you've just got to deal with it."
0:17:33 > 0:17:36I feel guilty for having children,
0:17:36 > 0:17:40but I shouldn't really feel guilty because they're my children.
0:17:43 > 0:17:48When you do have a babysitter, you still come at the end, when we've all set up and everything,
0:17:48 > 0:17:52then you have to go home quicker, and then you don't have to do any of the...
0:17:52 > 0:17:55the beginning or the end which is the hardest time.
0:17:55 > 0:18:02But it's because I can't get babysitters. I can't necessarily rely on some family to babysit.
0:18:02 > 0:18:04It was the same before you had children.
0:18:04 > 0:18:07- No, it wasn't.- Yeah, it was. - No, it wasn't!
0:18:07 > 0:18:12I feel like I've kind of let everybody down...
0:18:12 > 0:18:14Sorry.
0:18:14 > 0:18:19I need to keep the momentum going if this business is to turn around.
0:18:19 > 0:18:23So, the following week, I'm back in Kettering.
0:18:23 > 0:18:27On average brides are prepared to travel two hours to find their perfect dress.
0:18:27 > 0:18:30So with the shop slap bang in the centre of the country,
0:18:30 > 0:18:33their potential market in the Midlands is huge.
0:18:33 > 0:18:35What does this window display say to you?
0:18:35 > 0:18:38- I think it needs something bigger.- Yeah.
0:18:38 > 0:18:40Something that's "wow".
0:18:40 > 0:18:41Excuse me...
0:18:41 > 0:18:46'But if the shop isn't enticing, they're unlikely to get anyone travelling more than ten minutes
0:18:46 > 0:18:49'to buy a dress.' You like it, you're kind of...
0:18:49 > 0:18:50Yeah, no, I don't know.
0:18:50 > 0:18:53Too much going on.
0:18:53 > 0:18:57If I was a bride-to-be, I wouldn't know where to start.
0:18:57 > 0:19:02It's a bit, um, shoved in, if you like, but you just don't see the full design of them.
0:19:02 > 0:19:05It just looks like a cheapy shop where they just put everything on.
0:19:05 > 0:19:07Do you find this tempting?
0:19:07 > 0:19:09- No.- Why?
0:19:09 > 0:19:12It looks like their old dinner table and they've stuck a few shoes on it.
0:19:14 > 0:19:19So, the shop isn't shouting quality to locals in Kettering,
0:19:19 > 0:19:22but I want a professional opinion.
0:19:22 > 0:19:26Karl McKeever is a retail design expert who's worked with
0:19:26 > 0:19:29many of the biggest high street names, like M&S and Sainsbury's.
0:19:29 > 0:19:32- Karl.- Hi, Alex. - How are you?- Very well.
0:19:32 > 0:19:36Thanks so much for coming. I want to know your first impressions.
0:19:36 > 0:19:40I think from the outside, the windows are a bit sad, a little tired.
0:19:40 > 0:19:43There's a lot that could be done to give them greater focus
0:19:43 > 0:19:46and they'll look a lot more special and more professional.
0:19:46 > 0:19:51So, you want one absolutely fantastic dress displayed to its absolute best.
0:19:51 > 0:19:53As you walk in, the first thing that hits you is...this.
0:19:53 > 0:19:59Yes, actually, what you should see in this main sight line is a really fantastic display.
0:19:59 > 0:20:04So, moving the service desk to a different part of the store would be a recommendation.
0:20:04 > 0:20:07This is the kind of the dwell space, it's where you first orientate.
0:20:07 > 0:20:11- You come in and you get an immediate feel for what the business is all about.- Yeah.
0:20:11 > 0:20:14You need to hook people as soon as they come in.
0:20:14 > 0:20:17Absolutely. Quite simply, this is not an environment where you need
0:20:17 > 0:20:20a kind of pile 'em high, sell it cheap approach.
0:20:20 > 0:20:24- Are we in a bridal shop or are we in a drycleaners?- Yeah.
0:20:24 > 0:20:26And into the main body of the shop.
0:20:26 > 0:20:30First impressions is, it's a bit of a kind of a mish-mash,
0:20:30 > 0:20:33and there's lots of different things going on.
0:20:33 > 0:20:37The shop fittings are very mixed up, there's classical, modern,
0:20:37 > 0:20:41country, everything goes, and the lighting is quite poor.
0:20:41 > 0:20:46Thinking like a customer, you probably want to feel incredibly special
0:20:46 > 0:20:48and probably a little bit girly too.
0:20:48 > 0:20:52So, something which is romantic, sophisticated, very indulgent
0:20:52 > 0:20:54is really what you should expect to find.
0:20:54 > 0:20:58And this is why something like a pine table really doesn't cut it.
0:20:58 > 0:21:01Happy shoppers buy more, so they have everything to get right.
0:21:05 > 0:21:09An overhaul on this scale will take a lot of work...
0:21:09 > 0:21:10from a united team.
0:21:10 > 0:21:14- Maybe that one's been done. - We need to go and check, then.
0:21:14 > 0:21:17All right, we will go and check.
0:21:17 > 0:21:21And yet tensions continue in the shop.
0:21:21 > 0:21:24No, but at the end of the day, you promise too much.
0:21:24 > 0:21:26At the end of the day, yes, I do.
0:21:26 > 0:21:30And you don't think about everything. You just say, "Yeah, yeah, I can do it,"
0:21:30 > 0:21:32and sometimes you just can't, can you?
0:21:32 > 0:21:34And you have to say, "No, I can't do it."
0:21:34 > 0:21:37No, all right, thank you for that reproach.
0:21:37 > 0:21:41I will take it on board after we... now I know you're an adult.
0:21:41 > 0:21:46Cos this is... No, but this why Bethan and I get annoyed with you.
0:21:46 > 0:21:49OK, I can understand why you get annoyed with me.
0:21:49 > 0:21:53Because you procrastinate too much. I know that you have a lot of work in the shop.
0:21:53 > 0:21:56- That's what we're trying to... - What do you mean by procrastination?
0:21:56 > 0:22:00Go on, tell me. "You procrastinate too much" - what do you mean?
0:22:00 > 0:22:02Well, what do you mean?
0:22:02 > 0:22:04- What do I mean? - Yes, what do you mean?
0:22:04 > 0:22:07- You put things off. - Yeah, what do I put them off for?
0:22:07 > 0:22:11- Sitting down for an hour every now and again.- OK!
0:22:11 > 0:22:14You sit down and you have nice times.
0:22:14 > 0:22:18I go home on a Friday night and I sew, ready for fittings on a Saturday.
0:22:18 > 0:22:20I have to cover everybody in the shop.
0:22:20 > 0:22:23Oh, yeah, everybody else gets a Saturday off, who doesn't?
0:22:23 > 0:22:27Mum hasn't had one off apart from that wedding we all went to since January.
0:22:27 > 0:22:30OK, why don't you take a chill pill or you'll have a stroke.
0:22:30 > 0:22:34Oh, if I have a stroke, at least I'll get a rest in bed.
0:22:34 > 0:22:37Let's go and get this bride fitted, it's nearly 11 o'clock.
0:22:37 > 0:22:42'I'd like to have a little bit of time to enjoy, and a little bit of money to enjoy it with.'
0:22:42 > 0:22:45You're not here for ever.
0:22:45 > 0:22:48And I don't want to be stuck like this for ever, doing the same thing,
0:22:48 > 0:22:52just working and working and working and not getting anything out of it.
0:22:52 > 0:22:58There's clearly a real need to make this business successful for everyone's sake.
0:22:58 > 0:23:01I'm keen to turn our attention to the shop
0:23:01 > 0:23:04and start putting Karl's thoughts into action.
0:23:04 > 0:23:07I think that visually, this shop is cram-packed.
0:23:07 > 0:23:10I don't think things are displayed particularly brilliantly.
0:23:10 > 0:23:12I would agree with you on that.
0:23:12 > 0:23:16Um, and I think you walk in and you think, bloody hell, where do I begin?
0:23:16 > 0:23:21Somehow this isn't aspirational enough, so we need to make this
0:23:21 > 0:23:26a kind of...just a bit more special as a shopping experience.
0:23:26 > 0:23:31Right, if we pick out the ones that have definitely never sold.
0:23:33 > 0:23:35And the way they can make it more special
0:23:35 > 0:23:39is by culling the dresses that are clogging up the rails.
0:23:39 > 0:23:44- That one can go, that one can go... - We never sold that one.
0:23:44 > 0:23:47I've asked them to ditch all duplicates
0:23:47 > 0:23:51and any dresses that haven't sold for years.
0:23:51 > 0:23:53This dead stock then needs to be sold
0:23:53 > 0:23:56so Anne and the girls can plough the money back into the business.
0:23:56 > 0:24:00They need to go, would you agree?
0:24:00 > 0:24:01Yeah.
0:24:01 > 0:24:05I'm not quite sure who to blame for this ridiculous mess.
0:24:05 > 0:24:08What they seem to have forgotten is that sample dresses
0:24:08 > 0:24:11are only useful for them if they generate a future income,
0:24:11 > 0:24:15which some of these dresses are signally failing to do.
0:24:15 > 0:24:20This one, she's been on the shelf for about a year and a half.
0:24:20 > 0:24:23And we've never sold one, never had one person in it, so it can go.
0:24:23 > 0:24:26Get rid of that one.
0:24:26 > 0:24:32- It's embarrassing, I think, having had that many dresses on the shelves...- Yeah.
0:24:32 > 0:24:35..and not having sold them.
0:24:35 > 0:24:39Makes me think that maybe we're not very good at buying
0:24:39 > 0:24:42and maybe we should really look at how we do it.
0:24:42 > 0:24:46We might end up selling more by having less,
0:24:46 > 0:24:51which does sound a bit backwards, but I think it will rejuvenate us
0:24:51 > 0:24:53and rejuvenate the shop
0:24:53 > 0:24:57and hopefully give us a bit more passion about it.
0:24:57 > 0:25:01In order to cull their stock, they need to organise
0:25:01 > 0:25:03and then promote their dress sale.
0:25:03 > 0:25:08I'm meeting the family in these beautiful surroundings
0:25:08 > 0:25:10so that we can produce some marketing photos.
0:25:10 > 0:25:14I've arranged for them to meet here with a model,
0:25:14 > 0:25:16a make-up artist, a photographer and a graphic designer.
0:25:16 > 0:25:20They need to design a leaflet that will advertise
0:25:20 > 0:25:26this forthcoming sale and try and work out a strategy of how and where they're going to do it.
0:25:26 > 0:25:29I'd like them between themselves to decide who has to do what.
0:25:29 > 0:25:32Shall we do locations first?
0:25:32 > 0:25:34Um...
0:25:34 > 0:25:39Why don't you, not all three of you, go and do exactly the same things together?
0:25:39 > 0:25:44So you don't waste time, one of you look at locations, one of you go and look at the model,
0:25:44 > 0:25:49one person start writing down a few blinking ideas about where to do this sample sale.
0:25:49 > 0:25:55You could all come back in half an hour and present each other with some suggestions.
0:25:55 > 0:25:57- Yeah, sounds good.- Yeah.
0:25:57 > 0:26:00Anne decides to find a venue for the sale.
0:26:00 > 0:26:06Bethan will dress the model, and Rhiannon will find suitable locations to take the photos,
0:26:06 > 0:26:09but can the girls stick to their allotted roles?
0:26:12 > 0:26:14The only problem is, though,
0:26:14 > 0:26:17is dress defines... well, location defines dress.
0:26:17 > 0:26:20True.
0:26:20 > 0:26:23But at the same time, dress defines location, really.
0:26:23 > 0:26:27- I know, so we need both, really. - Well, do you want me to go and have a quick look?
0:26:27 > 0:26:29Yeah.
0:26:31 > 0:26:34We're trying to do a really good sale.
0:26:34 > 0:26:38Do you have anywhere, possibly since you're a letting agency,
0:26:38 > 0:26:40ah, that might do such a thing?
0:26:40 > 0:26:44The top's a bit flat, I think not you, the dress.
0:26:46 > 0:26:48I think I've seen better.
0:26:51 > 0:26:53So, this, probably, is the best area.
0:26:53 > 0:26:57Well, Rhiannon, what about that little staircase cos you've got the arch?
0:26:57 > 0:27:01I don't think they're working very efficiently together.
0:27:03 > 0:27:06- Do you want to look at the bottom of the staircase?- Yeah.
0:27:06 > 0:27:10And look which way? What, from there? That's really boring.
0:27:10 > 0:27:14- We've got a limited amount of time. - That doesn't work, does it?
0:27:14 > 0:27:16Not really, no.
0:27:16 > 0:27:19And I kind of think they're running round in ever decreasing circles.
0:27:19 > 0:27:22Maybe we should change that idea.
0:27:25 > 0:27:30At the moment, we have a graphic designer and a photographer who are sitting around doing nothing.
0:27:30 > 0:27:35Once they're getting on with it, you've chosen the dress and everything,
0:27:35 > 0:27:40- you don't need to faff about doing that, do you?- Yes.- Yeah?
0:27:40 > 0:27:44Finally, with a bit of help from the professionals, they're starting to make decisions.
0:27:44 > 0:27:47Do you think the courtyard might be better than the...?
0:27:47 > 0:27:50I think the courtyard will be superb for shots. I think the textures...
0:27:50 > 0:27:54Now they need to keep being decisive.
0:27:54 > 0:27:58Come on, then, out, out, out! 'Or I'll have to be decisive for them.'
0:27:58 > 0:28:01- Right, we're going round this way. - OK.- We're going to the front of the hotel.
0:28:01 > 0:28:07I think Alex is a little bit annoyed with us,
0:28:07 > 0:28:11because I'm not taking charge and I don't really know what I'm doing
0:28:11 > 0:28:13and I'm like a flapping chicken.
0:28:13 > 0:28:18I really want the family to run with this task on their own, but it's not easy.
0:28:18 > 0:28:21I'm finding incredibly hard not to get involved,
0:28:21 > 0:28:23not to get stuck in.
0:28:23 > 0:28:28I know it's not my place to do it and I've just got to stand back
0:28:28 > 0:28:31but God knows that is not my natural inclination, ha.
0:28:31 > 0:28:34She's got a leaf on her dress.
0:28:34 > 0:28:36Can I get the leaf? I'm so sorry.
0:28:39 > 0:28:41Angle down the flowers down a bit.
0:28:41 > 0:28:43Yes, that's better.
0:28:49 > 0:28:52You know, we can't waste an opportunity like this.
0:28:52 > 0:28:56Why are they not doing it here? It's just the perfect place.
0:28:56 > 0:29:00Why aren't we doing it over here?
0:29:00 > 0:29:02We are coming over there!
0:29:04 > 0:29:08Despite all the disorganisation and indecision
0:29:08 > 0:29:12the girls have somehow muddled through the whole process
0:29:12 > 0:29:16and finally managed to produce some half-decent publicity material.
0:29:16 > 0:29:21Inevitably, three women, three close family members, there's a certain amount of procrastination
0:29:21 > 0:29:25- cos there's a certain amount of chat.- Definitely.
0:29:25 > 0:29:29I think it's quite good to be forced to throw yourself headlong into a situation,
0:29:29 > 0:29:32- to rise to the occasion.- Hm.
0:29:32 > 0:29:37And, um, I think to come up with something like that in a mere four hours
0:29:37 > 0:29:42is, um, is something that you ought to take away and learn from.
0:29:42 > 0:29:48A week and a half later and it's the day of the dead stock sale.
0:29:48 > 0:29:51- Mum, have you done the cash? - No! I've been busy.
0:29:51 > 0:29:53Despite having worked well at the photoshoot,
0:29:53 > 0:30:00with the pressure staring to tell, they're reverting to their bickering ways.
0:30:00 > 0:30:03Rhiannon knows I haven't had time to do anything about the cash tin,
0:30:03 > 0:30:05she says, "Have you done the cash yet?"
0:30:05 > 0:30:07There's a lot riding on this sale.
0:30:07 > 0:30:11It's a chance to get rid of the dresses that are clogging up their shop.
0:30:11 > 0:30:14I'm worried about how many people are going to turn up,
0:30:14 > 0:30:18I'm worried that nobody will turn up and we won't sell anything.
0:30:18 > 0:30:21It will be very, very depressing if we go with 150 dresses
0:30:21 > 0:30:24and we come back with 140 dresses.
0:30:24 > 0:30:28I think we'll just feel like it's been a disaster.
0:30:31 > 0:30:37They need to recoup as much cash as they can to upgrade the shop.
0:30:37 > 0:30:40To cover our costs, I worked out we need to sell seven.
0:30:40 > 0:30:44Best-case scenario is we don't have to pack anything up and go home, yes!
0:30:44 > 0:30:48There's really expensive dresses here that are worth sort of £2,000
0:30:48 > 0:30:50and we're selling them for £149.99,
0:30:50 > 0:30:55so people are getting a great bargain if they turn up and buy them.
0:30:55 > 0:30:58Um, I'm quite pleased with the way we look, I think it looks OK
0:30:58 > 0:31:00for a really cheap sale.
0:31:00 > 0:31:03Just got to hope that people come now.
0:31:03 > 0:31:06As soon as the doors open, the brides flood in.
0:31:10 > 0:31:12You take up this bit from here.
0:31:14 > 0:31:17I just want to get that first £150 in the tin,
0:31:17 > 0:31:20that's all I want to do and I'm sitting here saying,
0:31:20 > 0:31:22"Please somebody buy something!"
0:31:22 > 0:31:24Oh, I like that.
0:31:24 > 0:31:27Try those two on first, and then we'll come back for this one.
0:31:32 > 0:31:35That's lovely. Well, thank you very much,
0:31:35 > 0:31:39and may you have the most wonderful wedding day when it comes.
0:31:39 > 0:31:41One down, about 149 to go.
0:31:43 > 0:31:47As the morning wears on, business is brisk.
0:31:50 > 0:31:52Um, busy, yeah.
0:31:52 > 0:31:55It's nicely busy, though, so it's kind of steady busy,
0:31:55 > 0:31:58which is always better than completely manic.
0:31:58 > 0:32:02So, it's quite nice to be busy rather than standing around twiddling our thumbs.
0:32:02 > 0:32:05160.
0:32:07 > 0:32:10I love this taking money thing!
0:32:10 > 0:32:11Thank you.
0:32:12 > 0:32:15One more and we've paid for the sale,
0:32:15 > 0:32:20so anything after that will be ours, so that'll be good.
0:32:23 > 0:32:26So, only another four and half hours to go.
0:32:30 > 0:32:34Just as they start to cover their costs, sales slow right down.
0:32:36 > 0:32:38Here we are standing round at, oh,
0:32:38 > 0:32:42three o'clock and we've got another two hours to go and we haven't seen a customer since one.
0:32:44 > 0:32:46That, to me, is a failure.
0:32:52 > 0:32:55I said this morning first thing that I wanted to sell them all,
0:32:55 > 0:33:00and really on a scale of one to 150,
0:33:00 > 0:33:0211's not that good.
0:33:05 > 0:33:09The most depressing thing is looking at all these dresses
0:33:09 > 0:33:12that now we have to bag up,
0:33:12 > 0:33:15put back in the van,
0:33:15 > 0:33:17and go home.
0:33:17 > 0:33:20It's days like this when you think, why are you doing it?
0:33:20 > 0:33:22Cos it's so much energy
0:33:22 > 0:33:26and not just mentally but physically, these aren't light,
0:33:26 > 0:33:29um, and you just think, what's the point?
0:33:30 > 0:33:33With time running out until we relaunch this business,
0:33:33 > 0:33:36there are still so many hurdles to face.
0:33:36 > 0:33:39But I can't let their disappointment derail them now.
0:33:41 > 0:33:44- I felt it was a bit disastrous. - Why? You made money.
0:33:44 > 0:33:50- We did make money.- Yes, but it was an awful lot of work to make that small amount of money.
0:33:50 > 0:33:56I think that you are approaching this in the wrong light, seriously.
0:33:56 > 0:34:00I mean, every single person who came in bought a dress.
0:34:00 > 0:34:04- I mean, that is an amazing hit rate. - Yeah.
0:34:04 > 0:34:06And I think what you need to always do
0:34:06 > 0:34:08is step back from every situation
0:34:08 > 0:34:11and think about it in purely business terms.
0:34:11 > 0:34:17Yes, you bust a gut to do it, that's the negative, the plus side is
0:34:17 > 0:34:21you're 600 quid up even after all your much exaggerated expenses,
0:34:21 > 0:34:25which is, after all, the cost of two wedding dresses that you've managed to get back.
0:34:25 > 0:34:30At the end of the day, you cannot stop fighting, you have to keep pushing the envelope,
0:34:30 > 0:34:34you have to keep thinking of something new, fresh,
0:34:34 > 0:34:36you have to push your own boundaries.
0:34:36 > 0:34:40At the moment I'm doing the pushing. Once I'm gone, you'll have to do that for each other.
0:34:40 > 0:34:42Yeah, definitely.
0:34:43 > 0:34:47The hard truth is, though, that they need to sell those old dresses
0:34:47 > 0:34:51at some point to get the cash to overhaul their shop.
0:34:54 > 0:35:00- Ooh, love that.- That's nice. - They're more girly, more elegant.
0:35:00 > 0:35:04In the meantime, they need to get on with rethinking the shop's image.
0:35:04 > 0:35:08To concentrate the mind, I've asked them to make a mood board.
0:35:08 > 0:35:12- Grandeur, grandeur, how do you spell grandeur?- Can I underline it?
0:35:12 > 0:35:14No, I think that'll be tacky.
0:35:14 > 0:35:16Grandeur.
0:35:16 > 0:35:18I think it should be...
0:35:19 > 0:35:20No.
0:35:23 > 0:35:26Having a strong image and brand is really important
0:35:26 > 0:35:28in making your shop stand out from the pack,
0:35:28 > 0:35:32but how far should this rebrand go?
0:35:34 > 0:35:38I'm going to Brown's Hotel in central London to meet up with
0:35:38 > 0:35:41a woman with impressive business instincts, my mother.
0:35:43 > 0:35:49My family have owned and run the Forte Hotels Group since the 1950s.
0:35:49 > 0:35:52We've rebranded the company several times over the years.
0:35:54 > 0:35:57You've been through the kind of branding, rebranding process
0:35:57 > 0:36:02quite a few times, with the old company and with this one.
0:36:02 > 0:36:04What do you think you need to keep in mind?
0:36:04 > 0:36:09I think you can't drastically rebrand,
0:36:09 > 0:36:13because people know your name, they know what you're doing,
0:36:13 > 0:36:16and if you sort of start putting something new forward
0:36:16 > 0:36:18they think, "Is it a new company?
0:36:18 > 0:36:20"What's it all about?"
0:36:20 > 0:36:25I mean, we went from RF Hotels to Rocco Forte Hotels.
0:36:25 > 0:36:27But the elements have still stayed there.
0:36:27 > 0:36:31I'm asking you specifically cos I'm looking at this bridal shop,
0:36:31 > 0:36:35called Courtyard Bridalwear. I think that's a not particularly attractive name.
0:36:35 > 0:36:38- Bit of a mouthful.- Bit of a mouthful and it's not terribly chic.
0:36:38 > 0:36:43Yes, I mean, I think you can subtly rebrand,
0:36:43 > 0:36:47and it's not a bad idea if you're not 100% happy with a name,
0:36:47 > 0:36:52but it's got to have a sound of the old name or something,
0:36:52 > 0:36:56so somehow or other, your rebranding still has to take in...
0:36:56 > 0:36:59- Elements of the old...- Elements of the old.- ..of the old brand.
0:37:01 > 0:37:04With that advice in mind, I'm taking the girls
0:37:04 > 0:37:07and their mood board to see an expert.
0:37:07 > 0:37:09It's Courtyard Bridalwear.
0:37:09 > 0:37:12Firedog have developed branding for big name companies
0:37:12 > 0:37:15as diverse as Deutsche Bank and La Strada restaurant chain.
0:37:15 > 0:37:19What can they do for our girls?
0:37:19 > 0:37:21So, Bethan, Rhiannon and Anne, this is Cliff.
0:37:21 > 0:37:23- Hi, good to meet you. - Nice to meet you.
0:37:23 > 0:37:26So, let's see what you've got.
0:37:26 > 0:37:28- Please don't laugh.- Yes.- Oh.
0:37:28 > 0:37:31- Don't laugh.- I don't mean to laugh.
0:37:31 > 0:37:36We people to come into the shop and say wow - I know that's really a cliche
0:37:36 > 0:37:40but we want brides to feel like they're escaping their normal world
0:37:40 > 0:37:44- into like a...- Fantasy world. - Yeah, that's really cheesy.
0:37:44 > 0:37:48What is it on that board that you feel is bringing something new?
0:37:50 > 0:37:51Well, I know what you do well,
0:37:51 > 0:37:54but it's nowhere represented on that board,
0:37:54 > 0:37:57which is you give excellent personalised service
0:37:57 > 0:37:59across the board, every single member.
0:37:59 > 0:38:05So, I would suggest considering bridal boutique, because a boutique is a lot more service led.
0:38:05 > 0:38:10Changing from bridalwear, which is what you would associate with underwear, to something boutiquey...
0:38:10 > 0:38:12You know, underwear, it's a bit pedestrian,
0:38:12 > 0:38:16- compared to boutique which is, you know, ooh...- Upmarket.
0:38:16 > 0:38:17Upmarket, sophisticated.
0:38:17 > 0:38:19So, what we've done,
0:38:19 > 0:38:22which is a bit of a presumption here, we've completely rebranded you.
0:38:22 > 0:38:28But this is... The idea is that you could put this against a blue background,
0:38:28 > 0:38:30put it against a piece of lace.
0:38:30 > 0:38:36It would be absolutely a fantastic thing to be able to rebrand everything - however, I think
0:38:36 > 0:38:39that at the moment the cost is going to be prohibitive.
0:38:39 > 0:38:44I think, darling, the important thing, as with all these things, is not to bury one's head in the sand,
0:38:44 > 0:38:46it's not to pretend that there's not a problem,
0:38:46 > 0:38:51and you work out at what point in your business strategy you're going to have to address this.
0:38:51 > 0:38:55It has to be addressed, and it certainly brought us up short to that point.
0:38:57 > 0:39:01When they get back to Kettering, there is some good news at last.
0:39:01 > 0:39:04Anne has found a buyer for her dead stock,
0:39:04 > 0:39:05a discount bridal outlet
0:39:05 > 0:39:08who've bought the lot for a few thousand pounds.
0:39:08 > 0:39:10We're photographing the dresses,
0:39:10 > 0:39:14so we remember why they didn't necessarily sell.
0:39:14 > 0:39:20Now they'll be able to make the changes the shop is crying out for.
0:39:20 > 0:39:22Just tell Mum to bring the dress over here,
0:39:22 > 0:39:25if you don't want to deal with it.
0:39:25 > 0:39:27You're making a mountain out of a little molehill.
0:39:27 > 0:39:31- I'm making a mountain out of a molehill?- A little bit.
0:39:31 > 0:39:34If, that is, they could stop arguing for long enough.
0:39:34 > 0:39:38Wouldn't you get annoyed in the same situation or not,
0:39:38 > 0:39:41when you've had to deal with an aggravated customer for, like, 20 minutes,
0:39:41 > 0:39:45you put a solution in place and then it gets arranged differently.
0:39:46 > 0:39:49Yeah, but at the end of the day, what's done is done,
0:39:49 > 0:39:51and you just have to get on with it.
0:39:54 > 0:39:56- Fine, I'll deal with her, then. - Fine.
0:39:58 > 0:40:00I think this constant sniping
0:40:00 > 0:40:04is because the girls don't have clearly defined roles.
0:40:04 > 0:40:06I want to hear from them
0:40:06 > 0:40:09what they think they bring to this business,
0:40:09 > 0:40:11and how serious they are about its future.
0:40:11 > 0:40:13I thought it might be a good idea
0:40:13 > 0:40:16to get the girls to interview for the positions they already have.
0:40:16 > 0:40:21I don't expect to walk away from here thinking that everything is resolved for ever.
0:40:21 > 0:40:24What I would like to teach them
0:40:24 > 0:40:26is a way to deal with each other that is professional
0:40:26 > 0:40:32and that doesn't revert back again and again to that family bickering.
0:40:35 > 0:40:38So, shall I start asking questions or do you have something to show me?
0:40:38 > 0:40:41Um, I'm obviously Bethan McCall, 28,
0:40:41 > 0:40:44and I believe that I have an eclectic skill set
0:40:44 > 0:40:48that will be able to fulfil this role in a good way.
0:40:49 > 0:40:52I feel I can communicate very effectively,
0:40:52 > 0:40:55I communicate on a daily basis with the brides,
0:40:55 > 0:40:57I feel I have good selling skills
0:40:57 > 0:40:59and I think that's very much part of communication.
0:41:01 > 0:41:02I've got a B in GCSE Mathematics,
0:41:02 > 0:41:06which I know is very basic but that's where it all starts,
0:41:06 > 0:41:08we all have to count.
0:41:08 > 0:41:10I also feel that I am quite creative,
0:41:10 > 0:41:13I've always enjoyed art, singing,
0:41:13 > 0:41:16and I've always been more of a... a fluffy creative person
0:41:16 > 0:41:21rather than very much a sort of logical head.
0:41:21 > 0:41:24So, do you think you could work with the other members of the team?
0:41:24 > 0:41:28Yes, of course I can work with Rhiannon.
0:41:28 > 0:41:30There's only three of us,
0:41:30 > 0:41:32of course I can work with Rhiannon.
0:41:32 > 0:41:35Sometimes we don't always get on but that's the sisters in us,
0:41:35 > 0:41:37not the colleagues in us.
0:41:37 > 0:41:39Where are those sisters going to live from now on?
0:41:39 > 0:41:41At the door, before we come in.
0:41:43 > 0:41:46- But so is the mother.- Yes.
0:41:46 > 0:41:48I have not been focused in the past,
0:41:48 > 0:41:51I know that I've wanted to leave, do other things,
0:41:51 > 0:41:57and I have been analysing my own feelings of why I wanted to do that.
0:41:57 > 0:42:02But I believe now I can see clearly the path before me.
0:42:02 > 0:42:05I want to work alongside my family in harmony.
0:42:05 > 0:42:09Courtyard Bridalwear, I feel, is my chosen career path.
0:42:10 > 0:42:15Even though other people could probably do the job much better than me,
0:42:15 > 0:42:18I can bring love to the business.
0:42:18 > 0:42:20It is a family business, I can give that,
0:42:20 > 0:42:22no other person can.
0:42:24 > 0:42:27The only thing that concerns me slightly
0:42:27 > 0:42:30is that everything that you said you wanted to do was all to help me.
0:42:32 > 0:42:34Not much of it was about you.
0:42:37 > 0:42:40I want you to get something out of it as well.
0:42:40 > 0:42:43It hasn't just got to be about saving Mum.
0:42:43 > 0:42:45You have to be part of the team,
0:42:45 > 0:42:48not just somebody holding up the rest of us.
0:42:51 > 0:42:53I suppose at the end of the day
0:42:53 > 0:42:58this was never my dream, it's yours, it was never my dream.
0:42:59 > 0:43:00I don't know,
0:43:00 > 0:43:03it was never in my career choice,
0:43:03 > 0:43:05so everything's to help you.
0:43:05 > 0:43:08But then, should it be?
0:43:08 > 0:43:10I want you to want the job, I want you to...
0:43:10 > 0:43:13I do want the job, just maybe for different reasons.
0:43:13 > 0:43:15I want you to really want the job for you,
0:43:15 > 0:43:19and to make you better, and to enjoy your life.
0:43:24 > 0:43:26The thing that came up most
0:43:26 > 0:43:32was how one is much more enthusiastic about the business,
0:43:32 > 0:43:37and the other one seemed to be much more about...
0:43:37 > 0:43:39You.
0:43:39 > 0:43:41- Helping me.- Yeah.
0:43:41 > 0:43:46Um, and I think that that was quite emotional.
0:43:46 > 0:43:51I told Mum that I do...
0:43:51 > 0:43:54I don't do the job for me, I do it for Mum.
0:43:54 > 0:43:57- Really?- Yeah.
0:43:57 > 0:44:01But I love the job, don't get me wrong,
0:44:01 > 0:44:05but I don't do it for me, it's not whatever I wanted to do.
0:44:05 > 0:44:08Do you think, though, through this process, though,
0:44:08 > 0:44:13you will start doing it for all of us and yourself, or not?
0:44:15 > 0:44:16I don't know.
0:44:16 > 0:44:20I want to make it successful so that I still have a job.
0:44:20 > 0:44:24So, as long as you know my heart's in it.
0:44:24 > 0:44:26Yeah, and so is mine, just for different reasons to you.
0:44:26 > 0:44:29That's fine, we can have different reasons.
0:44:29 > 0:44:33- Yeah, as long as we have the same goal.- Mm.- So, good.- OK.
0:44:33 > 0:44:34- BOTH:- Do love you.
0:44:34 > 0:44:36Ah, you freak!
0:44:46 > 0:44:51I think the refit is going to change the way that everybody perceives things.
0:44:51 > 0:44:52Oh, my God, is that the sign?
0:44:52 > 0:44:56I think the perception of the shop as a whole
0:44:56 > 0:44:59is going to be more upmarket and a bit more modern.
0:44:59 > 0:45:01It's the rebirth of our business, I suppose -
0:45:01 > 0:45:03out with the old and in with the new.
0:45:03 > 0:45:07Once people see that as the look of the shop, they will see that as also the dresses.
0:45:07 > 0:45:12The girls can now re-evaluate the kind of dresses to buy
0:45:12 > 0:45:15to suit the new image of their business.
0:45:15 > 0:45:19We've made the decision that we are now no longer stocking anything under £700.
0:45:19 > 0:45:25The lower price dresses we were actually almost paying to sell the dress.
0:45:27 > 0:45:31They've also taken steps to get a better grip on the business finances.
0:45:31 > 0:45:35When they say to you, you need to make 10% more profit,
0:45:35 > 0:45:37it's not magic.
0:45:37 > 0:45:40I now know the difference between gross profit and net profit.
0:45:40 > 0:45:46Now they just need to finish fitting out the shop before they reopen, tomorrow.
0:45:46 > 0:45:49- Oh, shit.- Do you want me to help you with that or are you all right?
0:45:49 > 0:45:51BLEEP. BLEEP.
0:45:51 > 0:45:53- Rhiannon!- I'm sorry.
0:45:53 > 0:45:56Well, even so, you don't need to swear.
0:45:56 > 0:45:58There's only one pin and it won't go in.
0:45:58 > 0:46:02Stress levels are a little bit higher than perhaps normal.
0:46:02 > 0:46:04I'm going to have to take it easy, my back just tweaked.
0:46:04 > 0:46:07- Oh, no. Oh, God.- No, I'm all right, I'm all right, I'm all right,
0:46:07 > 0:46:10I'm just warning you I can't do much, that's all.
0:46:10 > 0:46:14Has anyone got any sweets or anything? I'm so lacking in sugar.
0:46:14 > 0:46:20You've got to be careful of it because if your back goes right now, if would absolutely do the family in.
0:46:20 > 0:46:23Yeah, I think she's... (a little bit stressed.)
0:46:23 > 0:46:26Just a little bit.
0:46:26 > 0:46:27I just...
0:46:27 > 0:46:30Stressed is like, "Oh, I feel a little stressed out."
0:46:30 > 0:46:34I feel much more than just a little stressed out, I really feel...
0:46:34 > 0:46:36beyond stressed out.
0:46:36 > 0:46:37Don't you look at me like that.
0:46:37 > 0:46:40That's the sort of attitude you and Bethan both have,
0:46:40 > 0:46:42roll your eyes, shake your head,
0:46:42 > 0:46:44mother'll just go away, won't she?
0:46:45 > 0:46:48I think saying that I feel stressed is an understatement.
0:46:48 > 0:46:52There's no way we're going to open tomorrow, absolutely no way.
0:47:01 > 0:47:07And yet the very next morning, Courtyard Bridalwear is transformed.
0:47:17 > 0:47:18Wow.
0:47:19 > 0:47:22That is a really fun window display.
0:47:22 > 0:47:25If people don't stop and look at that, I'll be very surprised.
0:47:25 > 0:47:29It's kind of provocative and witty and charming.
0:47:29 > 0:47:33It shows that there's been a brain at work here.
0:47:33 > 0:47:38The window display is the best form of advertising that any shopkeeper has,
0:47:38 > 0:47:41and they're certainly winning with this one.
0:47:46 > 0:47:48What a difference!
0:47:51 > 0:47:53I'm thrilled and amazed.
0:48:03 > 0:48:06The pink and the grey as discussed works brilliantly.
0:48:06 > 0:48:08You know, it's really fresh and inviting.
0:48:08 > 0:48:10- And girly.- And feminine.
0:48:10 > 0:48:12Carl hated the desk,
0:48:12 > 0:48:15the cash register and everything being there,
0:48:15 > 0:48:19and now that it's gone, I really see what he meant.
0:48:20 > 0:48:24I love your labels on the dresses, I mean, they look fab.
0:48:24 > 0:48:30- We got quite excited when they went on.- That looks so chic!- Yeah.
0:48:30 > 0:48:34Somehow, everything feels more precious.
0:48:34 > 0:48:37As a potential customer, I have to say
0:48:37 > 0:48:39this is just somewhere you'd want to buy a dress,
0:48:39 > 0:48:41it's somewhere you'd want to come to.
0:48:41 > 0:48:44This is definitely a destination shop now.
0:48:44 > 0:48:50I think that this really shows that we have changed
0:48:50 > 0:48:54and that we have to change to keep up with the shop.
0:48:54 > 0:48:58I mean, my feeling is that we're no longer a family business.
0:48:58 > 0:49:02I hope we're going to be a business family, which I think...
0:49:02 > 0:49:04Ooh, I like it.
0:49:04 > 0:49:07..trying to turn it round so that we're a bit more business-minded.
0:49:07 > 0:49:11But there's no point in having a fabulous shop if nobody knows it's there.
0:49:11 > 0:49:14So finally, we need to put the new look
0:49:14 > 0:49:17Courtyard Bridal Boutique on the map.
0:49:17 > 0:49:21I know you are all exhausted and you've done a lot in these last weeks,
0:49:21 > 0:49:25but I have one last thing that we have to do
0:49:25 > 0:49:29to make sure that by the time I leave you, I'll have put you on a more stable footing, and that is
0:49:29 > 0:49:33we need to do an event that gets a lot of attention
0:49:33 > 0:49:38to make sure that we really launch the shop,
0:49:38 > 0:49:42the refitted, revitalised shop, on a really solid basis.
0:49:43 > 0:49:44OK.
0:49:44 > 0:49:47Something quite quirky, quite fun, to show people that you're here,
0:49:47 > 0:49:50that you're not stultified, stuck in your ways,
0:49:50 > 0:49:53that you're constantly reinventing yourselves,
0:49:53 > 0:49:54you have a new lease of energy,
0:49:54 > 0:49:57that, you know, out with the old, in with the new.
0:49:57 > 0:50:01- OK.- Yeah?- Yeah.
0:50:06 > 0:50:09Is anyone out there getting married or knows someone who is?
0:50:09 > 0:50:10Does anyone know anyone?
0:50:10 > 0:50:14That's what I've put, does anyone know anyone...?
0:50:14 > 0:50:19Bravely, the event they settle on to relaunch the business is to offer nine former customers
0:50:19 > 0:50:22the opportunity to renew their vows
0:50:22 > 0:50:24in a brand-new dress from the boutique's latest collection,
0:50:24 > 0:50:26in front of family and friends.
0:50:26 > 0:50:28We need brides-to-be who have never...
0:50:28 > 0:50:33We need brides-to-be who have never been into Courtyard Bridal Boutique to come to our relaunch event.
0:50:33 > 0:50:36It'll be a great night to see our old brides renewing their vows
0:50:36 > 0:50:40and then have bubbly and nibblies at a small wedding fayre.
0:50:40 > 0:50:41- Nibblies?!- Nibblies!
0:50:41 > 0:50:44Bubblies and nibblies!
0:50:44 > 0:50:48Oh, hi, it's Rhiannon calling from Courtyard Bridal Boutique.
0:50:48 > 0:50:55The girls are also inviting local press and potential new customers.
0:51:01 > 0:51:03What's been happening, what's been going on?
0:51:03 > 0:51:05- Well, we've been busy.- Yes.
0:51:05 > 0:51:07Rhiannon and I took on most of it
0:51:07 > 0:51:10primarily just to give Mum a little bit of a relax
0:51:10 > 0:51:13and to catch back up with all the alterations and everything,
0:51:13 > 0:51:15so Rhiannon did quite a bit,
0:51:15 > 0:51:19she did most of the initial supplier talking to and everything
0:51:19 > 0:51:21and talking to the church.
0:51:21 > 0:51:27I rang quite a few of our older brides from sort of three to six years plus.
0:51:27 > 0:51:31The first one I spoke to, unfortunately, wasn't married any more.
0:51:31 > 0:51:34so I did get on the wrong... the first person I rang.
0:51:34 > 0:51:38- But she found it so hilarious, she came in and talked to us for half an hour, so...- Oh, good.
0:51:38 > 0:51:41And she said she'll come back to us if she gets married again,
0:51:41 > 0:51:43so that's always good.
0:51:45 > 0:51:47Oh, you look lovely.
0:51:47 > 0:51:50And before you know it, the event is upon us.
0:51:53 > 0:51:58The brides are starting to arrive, and this is the key time now.
0:51:58 > 0:52:03We need to make sure that all those brides get ready, they're taken to the church on time.
0:52:03 > 0:52:05We're doing two at a time. Make yourself look lovely.
0:52:05 > 0:52:10They're fine, they're having a drink, having chats, enjoying themselves.
0:52:10 > 0:52:14It's a bit too early to tell how it's going, really. We shall see.
0:52:14 > 0:52:19I suppose it is going to be frightening with the press looking at the dresses.
0:52:19 > 0:52:23Look at this, the back and the flowers and the detailing. It's lovely, darling.
0:52:23 > 0:52:24At the end of the day,
0:52:24 > 0:52:28we've done our best, the girls are happy and they look beautiful,
0:52:28 > 0:52:29and that's all that matters.
0:52:29 > 0:52:33Oh, my. You look lovely, darling.
0:52:33 > 0:52:36Well, I was really excited about renewing my vows.
0:52:36 > 0:52:40I just hope my husband doesn't look quite as scared as he did last time.
0:52:41 > 0:52:44My mum's no longer here so my dad was just so proud
0:52:44 > 0:52:47when I said I'm going to get a blessing in a church.
0:52:47 > 0:52:50I also thought it was a nice way to support their business,
0:52:50 > 0:52:53and what they've done here is amazing.
0:52:56 > 0:53:01Right, ladies, you all look gorgeous. Thank you so much for coming.
0:53:01 > 0:53:04Let's go and renew your vows.
0:53:29 > 0:53:33The congregation of press and brides-to-be
0:53:33 > 0:53:35are getting a great look at the new stock,
0:53:35 > 0:53:37and who doesn't love a wedding?
0:53:42 > 0:53:48God is love, and those who live in love live with God.
0:53:48 > 0:53:52That each marriage promise renewed here today
0:53:52 > 0:53:56will be a faithful sign of your love in the world,
0:53:56 > 0:53:59and as the years go by
0:53:59 > 0:54:01bring them ever closer to each other and to you,
0:54:01 > 0:54:05for Jesus Christ's sake, Amen.
0:54:05 > 0:54:07APPLAUSE
0:54:07 > 0:54:12It seems strange giving them permission, but you may kiss your wives!
0:54:18 > 0:54:21Now they've had a chance for a good weep,
0:54:21 > 0:54:26the girls must wipe their eyes and get back to the business of business.
0:54:28 > 0:54:30Do you like any of the dresses you saw today?
0:54:30 > 0:54:32I saw a couple that were really lovely.
0:54:32 > 0:54:35- Which one did you like? - There was that really nice lace one.
0:54:35 > 0:54:39If you like lace, we can find some very nice ones for you. See you on Saturday.
0:54:39 > 0:54:43As well as brides, the event has also caught the attention
0:54:43 > 0:54:46of Belinda Hanks, a journalist from a big bridal website.
0:54:46 > 0:54:49There was a vast range of dresses today.
0:54:49 > 0:54:53There was the modern, classic, lots of lace,
0:54:53 > 0:54:56lots of detail, lots of different necklines.
0:54:56 > 0:55:00everything that you'd imagine that's available today for the modern bride,
0:55:00 > 0:55:03so that's certainly a thumbs up to the shop itself.
0:55:03 > 0:55:08- Have you made an appointment already?- Yes.- When is it for? - For next Friday.- Next Friday.
0:55:08 > 0:55:10We'll definitely be featuring them on the site
0:55:10 > 0:55:15and hopefully giving them some celebratory editorial on the site as well.
0:55:16 > 0:55:20So, with appointments being made and articles being written,
0:55:20 > 0:55:23I think we can call that a success.
0:55:23 > 0:55:27I would recommend Courtyard Bridal definitely to anybody.
0:55:27 > 0:55:29They look after you, they're a family,
0:55:29 > 0:55:32and they've made us feel like part of their family now.
0:55:34 > 0:55:36Tell me what's in your future.
0:55:36 > 0:55:41I, in the future, I'm going to look upon my daughters as young women,
0:55:41 > 0:55:45independent, but both very competent,
0:55:45 > 0:55:50and they've shown me that, that they can both actually do the job.
0:55:50 > 0:55:52And one of the first things
0:55:52 > 0:55:54that I'm going to be looking forward to doing
0:55:54 > 0:55:57is making a formal partnership between the three of us.
0:55:57 > 0:55:59Oh, that would be good.
0:55:59 > 0:56:02- I feel slightly tearful.- We couldn't have done it without you.
0:56:02 > 0:56:05It's been an absolute pleasure, pleasure, pleasure, pleasure
0:56:05 > 0:56:08to work with you all, I've enjoyed every single minute.
0:56:08 > 0:56:11- Bye, darling.- Bye.
0:56:11 > 0:56:15When I first came here, the thing that I was most nervous about
0:56:15 > 0:56:21was that Anne, Bethan and Rhiannon really struggled as a family in business together.
0:56:21 > 0:56:25What I'm most proud of now is that they've resolved their differences as a family,
0:56:25 > 0:56:28and that has transferred into their business life,
0:56:28 > 0:56:33and ultimately, that gives me great confidence in the future of this business.
0:56:41 > 0:56:46It's been four months since Courtyard Bridal Boutique relaunched.
0:56:46 > 0:56:49I got really close to the family in that time,
0:56:49 > 0:56:53and the shop has gone from strength to strength.
0:56:53 > 0:56:56You can arrange that side, if you like, I've dusted over there.
0:56:56 > 0:56:59- It's been a huge improvement to us, hasn't it?- Yeah.
0:56:59 > 0:57:03Business-wise we're very much more focused on finances.
0:57:03 > 0:57:06Now they sell a dress to more than half the women
0:57:06 > 0:57:08who request an appointment,
0:57:08 > 0:57:10and profits are up 50%.
0:57:10 > 0:57:13We're working much better together,
0:57:13 > 0:57:15and home is now separate from work.
0:57:15 > 0:57:20As far as the shop's concerned, you're the accountant lady now
0:57:20 > 0:57:23so you know all the figures and things, I leave that to her,
0:57:23 > 0:57:27and Rhiannon's working on marketing and things and how to get people in,
0:57:27 > 0:57:30and so everybody's sort of, like, sticking to their roles.
0:57:30 > 0:57:32Cos I used to say, "Oh, it's Mum's shop,
0:57:32 > 0:57:35"I help Mum out on a three days a week," whereas now I feel like,
0:57:35 > 0:57:41no, actually, I am a viable member of the team and we are all partners.
0:57:41 > 0:57:45- We're definitely I would say running the business at the front, um... - At the sharp end.
0:57:45 > 0:57:48Yes, basically,
0:57:48 > 0:57:50and I think there is a possibility that Mum will retire
0:57:50 > 0:57:53and Bethan and I might actually take it on together.
0:57:53 > 0:57:58- I think it's definitely changed our lives.- Definitely.- Yeah.
0:58:20 > 0:58:23Subtitles by Red Bee Media Ltd
0:58:23 > 0:58:26E-mail subtitling@bbc.co.uk