Three siblings, representing the fourth generation, are carrying on their family’s legacy: Liluca, a specialty bridal boutique that blends trends and tradition.
As a little girl, Lilian Wehrle would crawl under the wedding dresses in the studio to look for fallen pearls together with her brothers Louis and Caspar. For the past two years, the siblings have been running Liluca, a specialty store for bridal wear, shoes, and jewelry. And so Lilian comes and goes on St. Leonhard Street in St. Gallen, where her grandmother once prepared her customers for their big day with “Meier Brautmode.”
MARRIAGE IS A CONSCIOUS DECISION
For the three siblings, the topic of marriage is ever-present—in their personal lives, among their friends, and in their daily work. They know that marriage hasn’t gone out of style. But walking down the aisle today is a conscious, deeply felt decision—no longer a social expectation. “We can really feel this shift,” says Lilian. One thing, however, has remained the same across generations: the childhood dream many women share of getting married in a breathtaking dress.
Buying a wedding dress is traditionally a woman’s job. When it comes to choosing the perfect outfit, the mother, best friend, maid of honor, or the whole family are usually there to help. It’s recommended to choose the wedding dress about eight months before the wedding. At Liluca, a personal consultant accompanies the bride from the first meeting through to the final fine adjustments just before the big day.
THE IMPACT OF INFLUENCERS
Thanks to social media, influencers, and celebrities, brides usually know exactly what’s trending even before their first appointment. “Many come to us with a specific idea in mind, but then realize during the fitting that a completely different style suits them much better,” says Louis. “Or a customer comes into the store with no idea what her wedding dress should look like, and together with the consultant, she finds what suits her.” Lilian adds: “In the end, the most important thing is always that the bride feels completely beautiful and comfortable in her dress so she can enjoy her big day without a care in the world.”
PRINCESS STYLE AND BASQUE WAIST
Although Lilian, Louis, and Caspar practically grew up in the bridal business, the moment a bride chooses her dress still gives them all goosebumps. “Especially when the bride, her mother, or her maid of honor shed a tear at the sight of the bride—it touches us deeply every single time,” says Lilian.
Every year, the Liluca team travels to Bridal Fashion Week in Barcelona to select the latest bridal and formal dresses. Most of the dresses are manufactured in Europe, primarily in Spain, Portugal, and Eastern Europe. Since the dresses have lead times of several months, the team buys the collection for the upcoming season here. The buyers’ challenge is to strike a balance between runway trends and the actual preferences of their customers. These are then tailored to each bride in the store’s own atelier. While bridal fashion in recent years has been simple and chic, princess-style gowns, basque waists, and Spanish lace are currently in vogue.
EXPERIENCES INSTEAD OF ONLINE SHOPPING
Even though the retail industry as a whole is going through a difficult phase, Lilian, Louis, and Caspar Wehrle are looking to the future with confidence. The business, which once comprised twelve fashion boutiques in Switzerland, has evolved into a family-owned company headquartered in Zurich and St. Gallen. “We’re convinced that people will continue to get married and celebrate special occasions, and we’re committed to carrying on our father’s legacy. That includes our social responsibility toward our employees,” the trio emphasizes. In the age of online shopping, Liluca has an advantage: Here, they don’t just sell clothes—they create experiences.