Weddings are big business. There are thousands of companies ready to cater to the whims of the bride. But, in Canada there is just one company that caters to the bridesmaids. Located in Windsor, Ontario, Always A Bridesmaid has found its unique niche in the robust wedding market.

Always A Bridesmaid is owned by Crystal Leveille who was a bridesmaid seven times and a maid of honour twice before she got married herself. Having been a member of nine bridal parties makes her eminently qualified to care for the needs of bridesmaids in her shop. “When the bridal party finally gets together in my shop, it’s all about the bridesmaids. It’s fun. Relaxed. If they break a zipper, no problem. And the bride isn’t distracted by wedding gowns.”

Crystal opened Always A Bridesmaid in January of 2006. Three years later she moved to a store double the size. “I have great customers; new, referral and repeat customers. Bridesmaids come back again…and again. I don’t even have to measure some of them,” she laughs.

Building the business has taken some time. It’s not easy, especially during recessionary times. But Crystal’s marketing and financial management strategies are working. In addition to going to the bridal shows and advertising in traditional magazines like Wedding Bells, she advertises on Facebook. For most of those expenses she uses her TD Business Visa card.

“I initially got my Visa to take care of everyday purchases of shop supplies. Many suppliers give a discount if I pay within 10 days and they allow me to pay by credit card. It’s been a bonus to pay for marketing services with the card as well. It makes paying easy. And there’s a paper trail. Everybody accepts Visa so it’s really a no- brainer.”

The future for Always A Bridesmaid includes an online store to serve markets farther afield, including those in rural areas. But Crystal’s heart will always be in her store helping the whole bridal party have fun while they choose their gowns.

As for the wildest bridal party she’s had in her store? “It was a bridal party of 14. My file for them was huge. Everyone had to be measured, which took quite a bit of time. And there was a 3-year-old junior bridesmaid who had to have a matching dress specially made. It was crazy, but fun,” says Crystal. There’s the real advantage to having someone like us just focused on the bridesmaids.”