Confetti and copycats: protecting your brand this wedding season

30th Jul 2026

With peak wedding season upon us, CITMA Paralegal Chloë Fernandez explores the key steps wedding suppliers should take to ensure they have suitable brand protection in place.

Competition is particularly fierce during these summer months, as those in the industry strive to stand out and capture a bride and groom’s attention. Launches of new products and marketing campaigns, combined with the risk of opportunistic third parties taking advantage of a successful brand, mean that registered trade mark protection is all the more important.

Something old, something new – and something worth protecting

During the early start-up stages, businesses often prioritise registering their company name with Companies House and acquiring any relevant associated domain names, often wrongly assuming that these actions provide unrestricted rights to the name.

In fact, applying to register your trade mark should be one of the first things you consider, as it will grant you a monopoly on the use of that mark in relation to the goods and services it is registered for. It will be your strongest tool in quickly shutting down infringers, whilst also serving as a deterrent to imitators.

Whilst unregistered trade marks can provide certain protection under the law, they present significant challenges and usually only prevail over registered rights where there is substantial prior use.

To highlight the importance of registered rights, the UK Intellectual Property Office has in the last few years made a concerted effort to reach out to SMEs and help them understand the benefits of trade mark protection.

The IPO has found that in many cases, a business’ first experience of intellectual property will be at the point a problem arises, often when a competitor comes on the scene. A registered trade mark will add value to your business and open up the possibility of selling or licensing it further down the line.

Ensure you can walk down the aisle with confidence

Aside from protection against third party infringement, failing to carry out clearance searches for earlier rights and register your trade mark also puts you at risk of being the infringing party.

The wedding industry is a crowded aisle – florists, venues, and photographers often gravitate towards similar romantic or nature-inspired names, so the chances of an unintentional clash with an existing "Rose & Co" or "The Old Barn" are higher than you might think.

Not being aware of a business with a similar or identical name is not a defence against a claim for trade mark infringement. We often deal with situations where businesses have not carried out the requisite searches and have been forced to carry out costly rebrands mid-season – the worst possible time for a wedding supplier to change its name. A reasonably modest expenditure in the early stages is usually a cheaper alternative than ignoring branding issues until they become a problem on your busiest weekend of the year.

So, what should a small business do if it receives a cease and desist letter? First and foremost, don’t panic. Seek legal advice, particularly if the sender has requested a signed undertaking, and ask for more time if you need it, to prepare a formal response. Remember that in many cases, an amicable solution can be reached.

Conversely, when taking action against trade mark infringement, brand owners should be conscious that UK legislation provides protection against ‘groundless threats’ of infringement proceedings. If you need to enforce your right, you should seek professional advice before approaching an alleged infringer, so that you are not exposed to an injunction or damages for loss caused by any groundless threats.

Happy ever after – for you and your brand

In summary, a trade mark is one of a company’s most important assets, through which a business can attract and maintain customer loyalty. Securing a registered trade mark protects that asset and provides the tools to prevent someone using your trade mark without permission.

Trade mark applications can be a nuanced process and consideration must be given as to whether your trade mark is distinctive, whether to apply for a word or logo and what the most appropriate classification of goods and services will be, so seeking expert advice is recommended.

A trade mark practitioner will help to identify the element(s) of your brand that are likely to be registrable and carry out appropriate clearance searches. Use the CITMA directory to find a Chartered Trade Mark Attorney.

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