On March 15, 1984, Minnesota fashion designer Judy Johnson gained recognition for opening her own bridal studio, Judy’s Bridal Designs, in Hoffman, Minnesota. Leveraging her training from the Fashion Institute of Technology in New York, Johnson is creating custom wedding gowns that reflect individual styles and preferences.
Johnson’s journey began at North Dakota State University (NDSU), where she earned a bachelor of science degree in textiles and business. After completing her studies, she pursued a fashion merchandising degree at FIT. Her time in New York proved invaluable, as she worked in a buying office within the garment industry. “It helped me have the guts to do this (open her own design studio),” Johnson noted, emphasizing that her experiences in New York bolstered her confidence.
With her own line of wedding gowns now available in stores across several cities, including Fargo, Minneapolis, St. Paul, St. Cloud, and Little Falls, Johnson offers a range of options for brides-to-be. While she designs the initial patterns, her assistant designer, Chellie Vorverk, assists in creating gowns in various sizes. The production process adopts a “cottage industry” model, where four seamstresses work from home, allowing for personalized craftsmanship rather than mass production.
Brides can choose from Johnson’s established designs or collaborate with her to create a custom gown. “Women can bring in pictures or even garments they like,” Johnson explained. One client had a specific vision, combining elements from different dresses to achieve her desired look. Another sought help with bridesmaids’ dresses, bringing in pictures that Johnson transformed into beautiful peach-colored garments.
The collection includes ten bridal gowns, with prices ranging from $188 to $640. The lower-priced gown features an all-lace design with a taffeta underlining, while the most expensive option showcases luxurious chiffon with intricate lace detailing. Johnson also offers matching hats, headbands, and veils, giving brides a complete look for their special day.
Pricing transparency is crucial in Johnson’s work. She collaborates with clients to choose materials that align with their budgets, adjusting designs as needed. “If it’s too high or too low, we can rearrange where they get cheaper lace,” she said, ensuring clients feel comfortable throughout the process.
Although Johnson utilizes various materials, including satin and silk, she often opts for high-quality polyester. “Some people get confused with their polyester. They think it’s all bad,” she remarked, highlighting the affordability and aesthetic appeal of polyester gowns compared to silk, which can be prohibitively expensive.
Delivery timelines for her gowns typically span six weeks, but custom orders may take longer depending on fitting schedules. Johnson encourages brides to be mindful of their measurements, as fluctuations in weight can complicate the fitting process. “If they lose any more weight, whatever alteration I have to do is their problem,” she stated, humorously addressing the challenges of custom design.
Johnson’s initial line was crafted with the goal of appealing to a wide audience. “I have to make a name for myself,” she said, explaining her focus on conservative, flattering designs that resonate with many brides. Despite facing initial skepticism from some retailers, her selling trip proved largely successful, with numerous stores eager to carry her collection.
Reflecting on her venture into the bridal design business, Johnson remains optimistic about the future. “I think this is going to work,” she concluded, embodying the determination that has driven her journey from fashion student to successful designer.
