Ringing the changes at wedding superstore

Savvy Cinderella, Foundry Way, March. Picture: Steve Williams.

Savvy Cinderella, Foundry Way, March. Picture: Steve Williams. - Credit: Archant

A one stop shop for couples planning a wedding has opened in an unlikely venue….an industrial unit on a Fenland estate.

Savvy Cinderella, Foundry Way, March. VIP night to celebrate opening.

Savvy Cinderella, Foundry Way, March. VIP night to celebrate opening. - Credit: Archant

But inside couples are transported to a magical world, courtesy of a carefully constructed and well orchestrated design team.

Savvy Cinderella, Foundry Way, March. VIP night to celebrate opening. Qualified Florists Charlotte C

Savvy Cinderella, Foundry Way, March. VIP night to celebrate opening. Qualified Florists Charlotte Clarke and Corinne Turner. - Credit: Archant

The unit has been totally transformed with everything a bride and groom to-be would need to host their perfect day including a marquee decked out to make visitors feel they have arrived at a wedding.

Savvy Cinderella, Foundry Way, March. VIP night to celebrate opening. Left: Owner Sue Lovell and Hus

Savvy Cinderella, Foundry Way, March. VIP night to celebrate opening. Left: Owner Sue Lovell and Husband Nick Lovell. - Credit: Archant

The idea is the brainchild of businesswoman Sue Lovell, of Savvy Cinderella, who wanted to create a special wedding superstore space where couples and their families could come to arrange their big day in one hit.

Savvy Cinderella, Foundry Way, March. VIP night to celebrate opening. Attention 2 Detail owner Fran

Savvy Cinderella, Foundry Way, March. VIP night to celebrate opening. Attention 2 Detail owner Fran Pacey. - Credit: Archant

The VIP launch night coincided with the 55th wedding anniversary of Mrs Lovell’s parents and tucked among a host of stands, proudly displayed, was a vintage 1950s dress worn by her mum as a tribute to her parents’ enthusiasm for the marriage business.


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Mrs Lovell said: “People were blown away when they walked in, they can’t believe they have stepped from into an industrial unit and have been taken into a wedding reception.”

“The vintage dress is often brought out as inspiration for brides who want a bespoke 50s dress - my launch day was on the same day as their wedding anniversary and it seemed fitting to tie it all in together,” she said.

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The venue has been created to provide a hub of information for couples with the best of wedding services from across the region congregating under one roof.

The centre – at Foundry Way, March- provides a permanent wedding display of stands to give couples a starting point for their marriage preparations.

Among those displaying within Savvy Cinderella are a florist, a cake maker, vintage cars, bespoke and off the rail dresses and table decoration companies.

Savvy Cinderella is fast becoming the capital of the wedding world thanks to Mrs Lovell who moved it from its intimate village base, where it has been for the past six years, to the new two-storey unit.

It already attracts brides-to-be from all over the UK and has even seen a woman fly from Australia to the Fens to have her dress designed and made by the Savvy Cinderella team.

Mrs Lovell said: “The idea is to showcase the best of the best in everything wedding-related in the area.

“The new venue is a permanent wedding fair.”

The company includes late night openings to cater for busy couples who can only find time for their wedding planning in the evenings.

With a background in sales and marketing, Mrs Lovell started the business from her Charlemont Drive home in 2007 with no idea of just how big it would become.

“Within the first week it featured on the Radio 2 Jeremy Vine show and it has been busy ever since.

“For me the power of the internet has brought in a huge amount of custom, people come from all over the country,” she said.

Opening times are Monday closed, Tuesday to Thursday noon to 9pm, Friday 10-5 and Saturday 9.30-5.

For details call 01354-688138.

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