OUR INCREDIBLE STOCKIST: White Concepts

The wonderful team at White Concepts in Aachen, Germany have been making bride’s dreams come true for seven years. With a carefully curated collection of luxury and modern bridal wear, White Concepts focuses on supporting brands that emphasise quality and a responsible production. We caught up with Sarah, founder of White Concepts to hear all about her journey so far.

Sarah, tell us a little about yourself 

Fashion and aesthetic (in every aspect) is my forever passion. My family is my heart and soul. I have two boys (4&2 years). I’ve been married to the love of my live for 7 years. We live in Aachen with our dog Spencer in an almost 100 years old house. I love to spend time in nature. My biggest dream is to own a little apartment/house next to the seaside. I opened my own bridal studio seven years ago and I loved every second of it. Weddings are just magical and I am grateful to be a little part of it.

How did you get into the bridal business?

Due to my sister’s wedding 10 years ago. She was little frustrated not to find the perfect wedding dress. All the stores she visited were little shop-soiled and too mainstream. She was looking for something special, unique and timeless. Also the experience left a lot to be desired. So I started to search via Pinterest & Co. and I was very surprised how far ahead England, France etc. were when it came to bridal fashion. I was astonished that there were hardly any stores offering these wonderful designers. I was almost finished with my studies of social science and the idea of bringing all these wonderful designers to Germany kept growing in me. In the end, my husband encouraged me to follow my dream and my heart.

Describe your boutique in one word:

Aesthetic.

Where is your boutique and why did you choose that area?

In the heart of Aachen City. I found the space by chance and immediately fell in love with the winding rooms in the backyard. Which used to be a workshop.

What can brides to be expect when visiting your boutique?

It is very important to me that brides can come down here. Every bride has the store completely to herself during her fitting. We take a lot of time for all wishes and don't pressure our brides to make any decisions. The atmosphere is warm and relaxed.

Tell us what you love about Aachen?

Aachen is clearly laid out, people know & support each other here. Two wonderful colleagues from the wedding photography and bridal styling sector have their store right opposite mine. I love that. Just having a spontaneous coffee or a glass of wine in a bar in the evening and ending the day together. We have a beautiful cathedral and town hall in the heart of Aachen.

Why do you love Halfpenny London?

In any case, the first thing to mention is quality. The designs bear Kate's special signature and are all well thought out.

Which is your favourite piece from the Halfpenny London collection and why?

I am a big fan of Cheryl. I really like the way the dress hugs the body and moves. It gives women a certain tenderness and yet a lot of sensuality.

If you could use one word to describe Halfpenny London, what would it be?

Extraordinary.

Find out more about White Concepts here and view our full stockists list here.