Gerda Blum Bridal Boutique: EXTRA SPECIAL DRESSES TO UNDERLINE A BRIDE’S UNIQUENESS AND PERSONALITY

TEXT: JESSICA HOLZHAUSEN I PHOTOS: 2022 GERDABLUMBRIDAL

Finding the right wedding dress should always be a memorable experience for brides to be, and Gerda Blum Bridal Boutique in Swiss Winterthur provides exactly the right ambience. Owner Anja Gerda Ryser carefully chooses outstanding dresses in different styles for her shop in the nostalgic rooms of the old Zeughaus – from a classic A-line to extravagant princess dresses.

“It is important that brides have a pleasant experience,” says company founder Anja Gerda Ryser. “I want them to be able to celebrate the moment and have therefore deliberately chosen the store’s location.” The consultation starts before the bride even enters the store: “I always have a phone interview with the bride in advance, because during the appointment she might be a little bit too nervous.”

On the day of the consultation, bride and entourage will be greeted in the spacious and comfortable lounge before the consultant starts picking the first dresses. “I am also handing out gloves, so that the group can start looking for dresses as well,” says Anja Ryser. The bride should be the main focus and the bridal consultant always supports the bride’s decision, even if a friend or family member does not like the style she picked. The dress should fit the bride’s personality as much as their body.

Anja Gerda Ryser loves what she does and when choosing the dresses for her store she tries to pick a great variety. One focus clearly lies on A-line dresses that fit nearly every woman’s figure yet can be very different in appearance – from lacy sleeves to a sleek and clean silhouette, and from romantic to a classic 1950s chic. “First of all, I chose dresses that I like myself. They should also be comfortable”, says Ryser. “I always follow my instincts.” Next to A-line dresses, Gerda Blum bridal store of course also offers fit-and-flares and extravagant ball gowns. “I also have a variety of plus-size dresses, so that all brides can try something on that actually fits them.”

To give something back to the earth, Anja Gerda Ryser plants a tree for every dress she sells.