Letter from the Showroom: Profit that Fuels the Life You Love

Let’s talk about something that doesn’t get enough daylight in the bridal world:your business should fund your life — not be your life.

Too many store owners I meet are caught in the constant cycle of stress, mistaking chaos for success. They’re tired, overstocked, and wondering why the spark that started it all feels so far away. Meanwhile, the dream — freedom, flexibility, time to actually enjoy the fruits of your work — is sitting in the corner collecting dust, right next to a rack of gowns that never sold.

I’ve been there.

At Lux and Love, we’ve had to face our own tough seasons — tariffs, shifting markets, and enough industry noise to fill a soap opera. (And let’s be honest — a lot of that chatter tends to come from stores too focused on comparing instead of creating.) But those challenges forced us to get real about what actually drives profit.

In my personal store, we pivoted. Hard.

We stopped chasing volume and started chasing value.We focused on what works: buy low, sell high, and move with strategy, not emotion. Insert Lux and Love private label.

And it paid off — in a big way.We saw a six-figure sales increase and an 81% profit margin — without a dramatic spike in appointments. We didn’t work harder; we worked smarter. We tightened our selections, curated intentionally, and put energy into what was moving, not what was draining.

That’s the difference between a business that owns you and a business that fuels you.

When the market shifts, it’s not time to panic — it’s time to pivot. Treat it like a business workout: uncomfortable, but essential. Get lean, stay strategic, and protect your time like it’s your paycheck.

And about that industry noise?If someone’s talking down your success, that says more about their performance than your potential. Let them talk — while you keep stacking results.

At the end of the day, this isn’t just about dresses.It’s about sanity. Freedom. Purpose.

Build a business that funds the life you want — not one that drains it. Because when you stop chasing hustle and start honoring your “why,” you’ll realize the real luxury isn’t more — it’s margin.

Here’s to buying smart, living free, and always loving the ride.

Stay driven,

Zerlinda Lochtie

Lux and Love

Sales & Marketing Director

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