Jeffery Bridal by Merike in Hamilton has taken gown shopping expectations to the next level by offering just about everything a bride and her wedding party could want. Having recently been taken over by seamstress, designer and bride-savvy entrepreneur, Merike Laigna, Jeffery Bridal by Merike offers gowns for the entire wedding party, custom designed gowns by Merike herself, alterations on anything and everything, gown cleaning, accessories such as capes and crinolines (to buy or rent – sweet!) and many of the extras that make bridal fashion fabulous.

At Jeffery Bridal, it’s really about you. It doesn’t matter what your size or requests are because if Merike doesn’t already have the gown you want, she can find it, order it, or custom design it just for you. She can get help finding the styles that most flatter your body, and then of course, find all the accessories to match.

With a shop that brides and experts alike are raving about and an owner whose lifelong dream is to do exactly this, there was no question that we wanted to interview and review Jeffery Bridal by Merike. So, in March 2010, staff at The Ring sat down with Merike at her small but busy store on Upper James Street in Hamilton to get the inside scoop on how she’s managed to make gown shopping so much fun - and customized - for local brides who are on a mission to feel beautiful walking down that aisle…

Born to be a seamstress…

Since Merike was born into a seamstress family (with both a Grandmother and Great Aunt in the industry), she says she's always had a desire to be a seamstress. Even at the age of four, Merike made dresses for her dolls just by observing her family at work. "I knew already back then that I wanted to be a seamstress," Merike told The Ring. When she was given a sewing machine at sixteen, it wasn't long before Merike was sewing something every day.

She also has a diploma in Women's Tailoring from Klementi Secondary Trade School in Estonia, and a diploma in the Fashion Merchandising Course from the International Correspondence School in Montreal.

But, Merike's knowledge and talent doesn't just come from her education as she's been in the retail/bridal industry for almost her entire life. She started out working for the Hudson's Bay Company Bridal Boutique where former Jeffery Bridal Owner, Natalie Jeffery, was Merike's Assistant Consultant. Merike encouraged Natalie to start her own bridal boutique and introduced her to the suppliers. Jeffery Bridal opened in 2002 and Merike worked as the in-house designer for custom made wedding gowns. "Together, we designed Jeffery Bridal's signature line to get Natalie started," says Merike. When The Bay Bridal Boutique closed down, Merike pursued the designing career full time. And now, as of January 2010, Merike has become the new Owner and Jeffery Bridal is now Jeffery Bridal by Merike.

"I am the boss, the consultant, the seamstress and everything else in between," says Merike. "My over twenty-eight years of expertise in sewing and designing, twelve years of store managing and seventeen years of entrepreneurial experience is a strong cornerstone in what I do today."

The slight name change hasn't seemed to deter new clients, either, as Merike told us that many past brides are now referring their family and friends to come see her. "This is what makes me come to work every morning," Merike says, "knowing that there are many brides to be made happy. I love to make somebody happy, whatever small or big way it may be. It keeps me inspired…"

To help, guide and serve…

We've already proven that Merike’s knowledge of fashion is unsurpassed, which gets brides in the door; but, it's her personal touch that keeps them there and coming back.

Such was the case with Nicole Rutherford, who told us that she would never deal with any bridal shop other than Jeffery Bridal by Merike for future dress needs. When she purchased her bridal gown and bridesmaid dresses from there for her July 2008 wedding, she says that "Merike was an absolute dream through the entire process. I felt like the most important bride in the world when ordering my dress, through the fittings, and alterations. She was extremely helpful in coming up with ideas to alter the dress to suit my needs, always keeping in mind what would look best on me."

Merike is a firm believer that you should feel an immediate personal connection to the dress you want to wear for your wedding day, and that you shouldn't have to convince yourself that it’s the right dress. "If you don’t LOVE it, don’t buy it," she says. "It’s worth taking your time."

This is why Merike makes it her mission to listen to brides and figure out exactly what it is they're looking for. Her questioning strategy is simple and straightforward so she can get to know each client. A lot of times, brides think they know what they need or want, but after consulting with Merike, they uncover something much more intimate and special. "If they have not thought about it, then I usually give suggestions on what is complementary or flattering."

Christine Clark bought many of her wedding day attire and accessories from Jeffery Bridal for her June 2009 wedding, including her wedding dress and flower girl dresses, and a custom made headband, necklace, and garter. Merike even made Christine's fiancé's vest, tie and pocket square, and her ring bearer's vest and bow tie, among some other alteration details. Christine loved that Jeffery Bridal "offered suggestions about what they thought I would look good in and also valued my opinion. They gave me many suggestions when I was deciding on colours and styles of dresses. They were very personable and treated me and my family as friends and not just another customer."

But it’s not just brides who love working with Merike, as we spoke with Wedding Planner, Susan Zuk of Elegant Details, who told us that what she loves best about working with Merike is her ability to listen to the customer. "Merike has a natural ability to handle stressful situations with a calmness that is hard to find. Her professionalism is outstanding and along with her passion to make each bride and her attendants look absolutely stunning makes her and Jeffery Bridal an obvious choice when a bride is shopping for her dress." In fact, Susan and her husband are planning on renewing their wedding vows for their anniversary next year, and Susan says she would trust Merike to steer her in the right direction for a dress that's not only best suited for her, but one that would be as memorable as her wedding dress.

Lucas Shaughnessy from Foto Flare Photography also told us that "exceptional service and quality is Merike's motto… One of the many reasons why I love Jeffery Bridal (and why you’ll fall in love, too) is the relationship you will develop with them. You’ll experience knowledgeable and honest staff that has an exceptional sense of quality, craftsmanship and customization."

Sometimes Merike says she has brides come in who have no clue what they're looking for, and she loves this even more, telling us that that's the fun part. "Sometimes it takes up to two hours to discover the possible styles for the bride who just started looking. But that's why I am here for them. Every bride deserves to be helped."

Vanessa Koscielny knew exactly what she was looking for in a bridal gown for her October 2009 wedding. In fact, it was so specific that she was having a hard time finding it in her price range, until she walked into Jeffery Bridal by Merike. "They are very friendly and down to earth and took the time to listen to my needs and help me find what I wanted," she told The Ring. "I was shocked that they were able to make any dress in the shop in the colour of my choice."

Confidence and professionalism are what Merike thinks are her forte in the service she offers customers, and this is something that she also instills in even her most timid brides. "Every day a bride tells me how well they were treated," says Merike, adding that even if the bride didn't buy her dress directly from Merike, she was there to "help, guide and serve."

Wendy McLennan certainly agrees that one of Merike's strongest points (among many) is her professionalism. She purchased her gown, veil, custom made Bolero jacket, alterations, custom sewing for undergarments, and bridesmaid dress alterations at Jeffery Bridal by Merike for her January 2010 and told us that her experience was very comfortable. "It was like being at home with family. Nothing but honest, positive, heartfelt kindness and professionalism that made the conversation and creative ideas flow easily," says Wendy. "Merike personally took the time to let me try on as much as I wanted... no pressure, no time restraints, comfortable surroundings, personal private attention." Wendy adds that Merike had a lot of creative input into Wendy's dress and choices. "Once I met Merike, I knew my wedding was going to be everything I dreamed of."

A gown for many styles…

When you visit Merike's shop, it would be surprising if you didn't find what you were looking for, and then some. The 544 Upper James Street location in Hamilton is a small shop, but it's filled with big choices of many styles and for many budgets. Plus, if Merike doesn’t have the right dress for you, she will order it for you or custom design it.

Nicole walked into Jeffery Bridal with a picture from a magazine of a dress that she loved, but wanted to change a few things about. "Merike was so excited about the project, and within weeks she had ordered my custom made dress," says Nicole. "She even had the lace matched almost exactly from the dress in the magazine. I was so impressed!"

Merike says that she offers "wedding gowns for every taste, from traditional and elaborate with a cathedral train to unique celebrity-style or uber-modern, short and colourful," catering to the most daring or most conservative bride.

"Merike's selection of gowns was out of this world," Wendy told us. "With over 300 dresses, there is definitely lots of them for every taste, age, generation, colour, size, style… and even the most unique or hard to please." She adds that within the collection of gowns at Jeffery Bridal by Merike are stunning, show-stopping gowns that "leave you breathless with every look… The exquisite selection of designs in this shop will make even an almost impossible to find gown a beautiful and exciting reality for any bride and her bridesmaids."

Jeffery Bridal by Merike is open Tuesday to Friday from 11 am to 5 pm and Saturdays from 11 am to 4 pm. The store is closed Sundays and Mondays, but Monday and after hour appointments can be made by contacting the store ahead of time.

Variety of services…

If it's related to your wedding day attire, then it can likely be found at Jeffery Bridal by Merike. Not only does Merike sell wedding gowns, but for your convenience she also carries bridesmaid dresses, mother of the bride/groom dresses, flower girl (and communion) dresses and bridal accessories (veils, tiaras, etc.). Gowns start as low as $300 and go up to $4800.

Merike also has crinolines and capes for rent, ranging in price from $50 to $75 for the entire weekend. And she offers gown cleaning from $50 to $200. But probably our favourite part about Jeffery Bridal by Merike is that Merike can custom design and create bridal and bridesmaid gowns. Prices for these depend on the design and detail involved.

Vanessa told us that Merike was very conscious of her budget when helping her find a dress that worked. "Without buying a dress off the rack, I walked out of Jeffery Bridal with the gown of my dreams, without going over $1000, and it was ready to wear in two months. They truly exceeded my expectations."

"I felt that what I paid for [my customized dress] was well worth it," says Nicole. "Not just for the dress, but for the service that came along with it. Every detail was taken care of for me. Merike performed the most amazing alterations to make the dress suit my needs, and when she was all finished, you would have thought that it was originally made that way."

Jeffery Bridal by Merike also does in-store alterations to dresses, even ones that were purchased at different stores. Prices vary, but Merike says that this is her most popular service because of the reasonable rates.

Reasonable prices were just the first wonderful thing that Wendy found at Jeffery Bridal. "Alteration pricing was the best over all the other shops," she says.

Plus, with Merike's vast knowledge and experience with fashion she's excellent with measurement techniques. She's so accurate that the chance of re-doing alterations is rare. "Something that brides might not think of when they're setting their gown budget is that alterations can get very pricey." Merike thinks of these details, which is why she makes sure her service is nothing less than outstanding.

Walking you through it…

You can either pre-book a consultation to come by the store, or walk in and have one on the spot. Merike thinks of the first appointment as the educational one, for her and the bride. "I take the time to ask if they have browsed online for styles or looked at magazines, if they have tried on anything elsewhere, how big the wedding is and where the venue is, do they have a certain theme in mind and what is their budget," says Merike of how she gets to know her clients. Then she makes a few suggestions of styles to try on.

When Wendy tried on gowns at Jeffery Bridal, she says that the quiet and soothing atmosphere was almost surreal. "You feel like there are no limitations on your freedom to browse as long as you like. You are aware of the first class personal service that you will have at any moment when you are ready." She also loved the privacy of the generously sized fitting rooms. "I shopped around quite a bit before dropping into Jeffery Bridal, and once there for even a few minutes, I knew this is where I would not only find my wedding gown, but where my wedding day was born," adds Wendy.

After you've found the perfect gown, measurements are taken, a deposit is paid, and the order is processed. Usually orders arrive within twelve to fourteen weeks, and another month is needed to complete any necessary alterations. Merike says that most brides pick up their wedding gown the week of wedding.

Wendy says that she would for sure recommend Jeffery Bridal by Merike to other brides looking for their bridal gown, telling them that "there is only one Merike in this world, and she just happens to be available at Jeffery Bridal by Merike. Once you have met her and experienced her one-of-a-kind service direct from the heart, and the fantastic collection of superior, upscale gowns, you are practically in God's hands already."

A few fabulous wedding trends and ideas by Jeffery Bridal...

Ruffles, layers and flowers are popular on wedding gowns in 2010. Brides are also taking more time to shop for that perfect dress. "They don't just stop at one shop," says Merike. "Even if they find that perfect dress in the first visit, they still want to think it over before committing to the purchase."

Details, details, details

• Ordering dresses through Jeffery Bridal by Merike is about a 3 to 4 month process from order date to pick-up date.
• Prices vary depending on the service you need, but the average bride spends about $1500 for a wedding gown at Jeffery Bridal by Merike, which includes taxes, alterations, and accessories.
• Deposits are 50% at the time of ordering with the balance due upon arrival of the order.
• Additional work, alterations and accessories are charged separately from the gown order.
• Orders usually arrive within 12 to 14 weeks.

Contacting Jeffery Bridal by Merike

Merike Laigna at Jeffery Bridal can be reached by email at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or by phone at 905-388-8080. You can also visit Jeffery Bridal online at http://www.jefferybridalbymerike.com.