Amsale is synonyms with timeless elegance. Amsale has been lauded by Oprah and Vogue. Sadly, Amsale Aberra is no longer with us but her legacy and creativity lives on with her team. I had the absolute honor and pleasure to interview my friend Terry Hall and discuss all thing Amsale.

Please tell our readers a little bit about yourself.

I absolutely love what I do!  I always say that people who are attracted to working in the bridal industry really understand and appreciate that they play a role in create and molding lifetime memories.  I have worked with thousands of brides and I have never met two brides with the same set of expectations and same vision and helping them manifest their vision is what drives me.

You are so funny and kind and make clients feel like lifelong friends. What steps do you have to initiating and curating bonds?

Searching for your wedding dress is an emotional experience and every bride wants and needs an emotional experience unique to her.  Chatting with a bride and learning about her and what makes her happy is always exciting…once they see that you “get them”, the rest is history!

Amsale’s focus/ intention is to evoke lifelong enduring style— can you explain to us how that’s done?  Amsale is really a lifestyle…it’s about finding the look that makes the bride feel her most beautiful while simultaneously making her feel like her.  It’s not about selling a bride a dress, it’s about finding the dress that lets the bride’s natural beauty shine and bringing out the personality that her family and friends recognize.  It’s not about wearing something that doesn’t feel like you…if there’s ever a day that a person should express who they are through their sense of fashion it’s their wedding day…if you wear something that feels like you, you will be you, and that is who everyone is expecting to show up.  

Terry, what would you say is the single most important element of Amsale brand’s philosophy that resonates and drives you everyday?

You must be you!  Our collections are designed to really be what frames who you already are…our dresses are designed to highlight you as an individual, not to draw attention to the dress.

What do you perceive has, and is the biggest change about the bridal industry?

Every bride wants to feel like they have a unique look on their wedding day and I completely agree with them regardless of their dress budget.  Designers have listened to them and are making accommodations for “changes” to dresses regardless of the price of the dress.  Years ago, you could only make significant changes to expensive dresses…that has changed!

There is now Amsale virtual- an inclusive Atelier - can you explain how and why the virtual concept was created? And how has that transition been?

The virtual appointments have been key during the current pandemic.  Brides wanted to keep talking about their weddings and getting advice more than ever as many were sequestered home when the rest of the world came to a screeching halt.  Having the virtual appointments allowed brides to continue shopping and planning while receiving expert advice. I have personally enjoyed it because I could instantly see the excitement in their eyes during an otherwise bleak time.  I always say that the journey up to the actual wedding is just as fun and important as the wedding itself and that the show must go on!

Amsale was once again on the cutting edge of fashion and did a virtual fashion show for the most recent collection. Was there less stress with the virtual fashion show? Which silhouette is your favorite from the collection? 

The virtual fashion show was exciting and new because we could instantly send it out to retailers all over the world at the same time and get immediate responses since we were all in the same boat.  It was exciting for them to receive it at their fingertips so quickly despite the logistical challeges we were living through.  Though I love our aesthetic in general, I really loved Tiernan and Rainey…they are both quintessential Amsale…timeless and modern, all at the same time!

Amsale is for every occasion, not just bridal. What would you say is the most timeless design that fits every silhouette in Amsale Evening? 

I really think a modified A line is the most perfect silhouette…it works for almost every shape and every occasion.  It’s not too much nor too little and has just the right amount of drama.  Also, any silhouette that is clean with one standout detail or point of interest is always a great choice.

How would you describe “minimalist aesthetic” ?

Minimalistic is clean, architectural and perfect!  Alterations are everything with any garment but that is especially true for a clean garment…every seam is visible and the fit must be superb!

For Brides on a budget but want the Amsale magic, what would be your recommendation? 

We have two bridal lines, Nouvelle Amsale and Amsale.  Nouvelle has a modest opening price point that we deliberately created for brides who want the Amsale look, feel and fit at a very attainable price.  That said, all of our collections are designed by our Design Director, Margo LaFontaine, and will all have the same aesthetic and fit regardless of the price.

Terry what is the best advice that you can give to any bride?

Be true to herself and her personal style and image.  Though it’s important to ask other’s opinions, don’t forget it’s your day and just be you!

Thank youuuu ❤️