Who says the groom can’t be pampered on his wedding day? Enter Groomed Men, a fresh concept that makes a point of fussing over the groom and his wedding party with “morning-of” wedding preparations.

“I felt as though there was a gap in the market when it came to men and weddings,” says founder Maria Caruso, a hairdresser with 13 years of bridal experience. “They [the grooms] are so much more involved in the preparation of the big day, but are often forgotten about when it comes to getting ready on the morning of the wedding.”

Groomed Men takes care of the little details for the ceremony, meaning shoes will be shined, tricky ties will be tied and blemishes will be discreetly hidden. Nervous groom? It’s a neck massage to the rescue.

There is also a personalised shopping service available for grooms and groomsmen.