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Ambler is well placed to speak from the customer’s
point of view. Last spring, she was searching for wedding shoes. ‘After
a long search, I realized that no one had anything but plain styles
in stock and I was going to have to order them via a catalogue. I
had five weeks before my wedding and they said the shoes would take
up to six weeks. They said they could get a rush and they’d arrive
within three weeks for an additional $50. The shoes only cost $80.’
A search on the ’net proved fruitless. ‘In May 1999,
there were no shoes, let alone anything bridal. I realized if I was
in Houston and having this problem, there were brides all over large
and small communities running into similar problems.’
Thus, the concept was born and basic guidelines
were developed. ‘I knew we had to offer styles to flatter all figures,
sizes and pocket-books. The site had to be fast and it had to be incredibly
user-friendly. I wanted our brides to recognize from the beginning
that here were real people who really understood the stress and frustration
they feel and really want to help.’
Among the principles were the guarantees borne of
Ambler’s own frustration in finding the right shoes.
‘Our Guarantees were developed to provide a strict
guideline for us to follow and to ensure we maintain the highest standards
of integrity and responsibility to our brides,’ says Ambler. These
guarantees were inspired by the research of bridal consumer advocates,
Alan & Denise Fields, authors of Bridal Bargains. The BrideSave
Military Guarantee was created in response to the problems faced by
brides during the Gulf War, as documented in Bridal Bargains.
BrideSave's We Lie, We Buy Guarantee is formulated in response to
other complaints the Fieldses have documented in their books.
These guarantees are important to both bride and
BrideSave, according to Ambler. ‘I am convinced that a bride has had
her wedding pretty well planned since her fifth or sixth birthday.
That’s a lot of pressure on her and us. If we are totally honest with
our brides and ourselves and manage their expectations, we reduce
the stress for her.’
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