Irish Women in Business: Frances McElwain – Passionate About Bridal Wear

In the latest of our series of editorials focusing on Irish Women in Business, we’re talking to Galway woman Frances McElwain, founder of The School Wear Centre (Galway and Tuam), Belladonna Bridal and The Stitching Room. Frances is also the owner of The White Room (Westmeath). Running four businesses can not be easy, especially if you are going back and forth between Galway and Westmeath, but Frances McElwain makes it look easy. Coming from a teaching background, Frances spotted an opening in the school clothing sector in Galway and began her own company The Schoolwear Centre, Galway back in 2000. Since then, her business has grown now to include four different elements and she opens up this week about the day-to-day stresses involved in the finely-tuned juggling act, along with her hopes and dreams for the future. ______________________________________________ How did the idea for your first business The Schoolwear Centre come about? I left my teaching job as I saw that there was room in the market for a schoolwear centre in Galway. I established that in 2000 and at the beginning, I thought it would just be a little business, but it has grown far beyond our wildest dreams. What the inspiration for setting up the business? I was always interested in retail and fashion having worked in my family’s fashion businesses in Toronto and New York. I was really interested in getting involved in this area myself and that’s how it all began. Off the back of the success of the first Schoolwear Centre, I then set up another retail business in Galway, Belladonna Bridal in 2004 and that evolved into evening wear and then bridal wear. How has the business grown since? I opened Belladonna Bridal in Galway just over ten years ago as a small bridal boutique but expanded this business in 2008. In the middle of all that, I opened the Schoolwear Centre in Tuam, Co. Galway in 2005. This was followed up with the establishment of The Stitching Zone in 2011 which caters to the corporate and sporting world. The Schoolwear Centre supplies uniforms to over 200 primary and secondary schools throughout Co Galway with all the embroidery in house. We also sell online. In total the group employs 20 full time staff increasing by about 10 more during back to school season. Frances McElwain of Belladonna with TV3's Lisa Fitzpatrick at the Belladonna Now, you are also the owner of The White Room. Why did you decide to purchase it? I’ve always liked what The White Room was doing, I liked the designers that they carried and an awful lot more about the business, so I jumped at the opportunity to buy it back in April 2013. Since then, we’ve retained the existing staff and added some more. We’ve also introduced some really fantastic designers to the White Room’s existing list of designers and we have retained exclusivity with several top designers. We also hold designer days and trunk shows in The White Room with all the top designers. What has helped to drive your success? My strong belief is that having professional and ongoing training has certainly helped to drive on the business. I place a great trust in my staff and value them extremely highly at all times. At the same time, we listen to our brides and endeavour to please them at all times. The customer “is king” with us and I believe that has helped us to succeed. We place a great emphasis on social media and have built up a huge following on our Facebook and blogs. Do you find your work rewarding? It is indeed very rewarding seeing the happiness on a bride’s face after she has found her gorgeous gown with us. We really love looking at the many photographs that we receive from our brides after the wedding. Each element of the business can be really rewarding, from the school wear section right up through to the bridal wear. What challenges do you face on a day-to-day basis? I work six to seven days every week. My phone is an extension of my arm so I am never off duty! I work between Galway and Mullingar and am constantly on alert. It can be tough going, but I enjoy every minute. Every day is a challenge. One does not know what each day will turn up and you have to be ever ready to address any problem that may arise. Thankfully, problems are scarce. We always try to better each day’s sales target. I am very conscious that staff have bills to pay, mortgages etc. so I am very happy to provide worthwhile employment to them. Frances pictured with one of the models. What sets your business apart from your competitors? Our business is unique because we are very professional in what we do. We afford every bride a unique experience and of course our selection of wedding dresses is superior. Do you think that women face additional challenge in business or has this ever been an issue for you?  I actually think it is pretty equal for women and men. I have always found that I am taken very seriously in everything that I do. What has been the most memorable moment of your career so far?  That definitely has to be the redecorating of Belladonna in 2014. The redecoration was a huge step forward as we moved fully into bridal wear - no bridesmaids! It resulted in a massive increase in our sales as our capacity for appointments quadrupled. We designed the shop to have four individual fitting suites where every bride is afforded privacy for herself and her guests. The response has been overwhelming. What do you hope to achieve in the future?  To continue to provide very worthwhile employment to great staff. What piece of advice would you give to someone hoping to follow in a similar career path?  The best piece of advice I could give to anyone would be to have a good accountant behind you!! What is your favourite/least favourite part of your job?  I absolutely love the trips to Barcelona. I love Barcelona and I have made fantastic friends there. As well as doing business with Pronovias, Novia D’Art, Jesus Peiro, Otaduy and Fara Sposa I get to socialise with lots of the Spanish and of course, I never tire of seeing the beauty of Barcelona. What’s next? Next? Well we have just employed a dedicated marketing person for the entire group with the aim to improve our social media skills. We are just getting going with Pinterest, and Instagram and hope to attract a very large following. Frances pictured in Belladonna Bridal in Galway.