Wedding Supplement: Made with Love by Lova Weddings
When describing China, the words ‘rushed’, ‘gritty’ and ‘relentless’ often seem apt; the word ‘romantic’ doesn’t. Weddings in China, and especially Shanghai, can seem little more than hurried affairs, lost in the hustle and bustle and the grey of the city. But as China continues to change, so does its culture. Just ask Lovisa Tedestedt, a Swedish expat and the founder and owner of Lova Weddings.
In a little sunlit room on the top floor of a boutique on Nanchang Lu, the Lova Weddings showroom features a range of timelessly elegant bridal gowns destined for somebody’s perfect wedding. The company creates high-end wedding gowns out of silk and other fine fabrics for brides who want a good quality dress at an affordable price. The warmth and intimacy of the showroom radiates charm, but Tedestedt points out, “We didn’t start here.”
Originally located in a showroom in Pudong, Tedestedt recalls the many instances in which clients couldn’t find the Lova Weddings showroom. “People didn’t want to pay RMB 150 for a taxi ride to get lost in Pudong,” explains Tedestedt. “The accessibility of our new location in Puxi has helped us reach more clientele.”
With its new location and loyal following, the company continues to grow, garnering positive coverage from such publications as Cosmo Bride and Vogue China. While being featured in international magazines has been a blessing, Tedestedt says that the ultimate goal of Lova Weddings is to become a household name in China. Events that have contributed to realising this goal are its presence at Shanghai Fashion Week and on the exclusive online shopping website, Highhai. “China is where the opportunity is. There is no better place than Shanghai, economics-wise,” says Tedestedt.
With the majority of Lova Wedding’s dresses being sold in China, it’s clear that Tedestedt is not only a talented designer, but also a savvy businesswoman. Like other successful entrepreneurs in the fashion industry, she has discovered where to find some of the best production factories, how to utilise Chinese craftsmanship to yield exquisite detailed work and which businesses to trust.
In regard to future ambitions, Tedestedt seems completely satisfied with keeping Lova Weddings mainly in China rather than expanding her overseas ventures. “We have clients worldwide, which is important to our business strategy. Currently, we also have two showrooms in Sweden, but we focus much of our attention on the China market because this is where the larger scale of our business is.”
As a designer who fashions all of her creations with love, Tedestedt promises that her bridal gowns will not disappoint. Either customised to clients’ tastes or designed from scratch with the bride-to-be, Lova Weddings can make dreams come true without breaking the bank.
“I am inspired by Scandinavian simplicity when I begin sketching,” explains Tedestedt. “You’ll see straight lines alongside an elegant back, bow, or flower. There isn’t much beading, nor is there a push to follow trends. We may include a high slit in a couple of dresses (which is the bridal trend today), but for the most part, our gowns adhere to tried-and-true patterns and forms.”
However, there is one tiny signature mark that rebels against convention and cannot be removed: a small, baby-blue ribbon, sewn into the lining of each gown, signifies that a portion of the purchase goes to a charity of the bride’s choice. As a business, Lova Weddings believes it has a social obligation to give to charity, regardless of how small that contribution may be, not to mention that it takes care of the whole ‘something blue’ thing.
“If we spread the love, there’s a good chance that it will grow. Our influence may not affect China, but at least we can be a model for our peers. It’s rewarding to know that with every perfect wedding we help make happen, someone else benefits as well.”
Lova Weddings. 3F, 205 Nanchang Lu, near Shaanxi Nan Lu. Tel: 5406 6151. Web: www.lovaweddings.com
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