Bay of Plenty designer sews up major USA deal

Jules Bly started sketching dolls' clothes when she was four years old.

Now the Bay of Plenty wedding gown designer has just clinched the deal of a lifetime that could be worth up to $5 million.

Her dreams became reality in the space of a few days this month when the Papamoa woman made her mark at the New York Bridal Trade Show.

Kleinfeld Bridal -- the world's largest bridal department -- has just signed an exclusive deal with Bly which secures her gowns a place in up to six stores around the United States by the year's end.

Kleinfeld sells 16,000 wedding dresses every year.

Her exhibit of seven gowns attracted interest from the company and sparked the catch phrase "for you, not your mum".

The designs are dubbed "extroverted elegance" by Bly, who returned from the US on Sunday.

She first gained international attention 18 months ago when the mother-of-one started selling her "destination" wedding gowns in Hawaii.

A bridal magazine published a feature on her work which was then distributed in New York. Within a few months, the feature had sparked inquiries from brides.

"Here we get engaged and go straight to a designer. In the US they get engaged and go to a bridal salon, try on dresses and order off the rack."

Bly invested $200,000 in a themed suite at the New York Bridal Week Trade Show held 10 days ago.

She "wowed" Kleinfeld Bridal by going against the advice of how to set up her suite with a traditional runway.

"You know, typical Kiwi going against the rules. We were told they (Kleinfeld) wouldn't even look at us for three years and on day one they are buying."

Real palm trees, tropical flowers, scented oils and even Kiwi artist Bic Runga's music set the scene.

The company will stock her nature-inspired designs in New York, Texas and California, and the dresses could be in another three stores by the end of the year, including one in Manhatten. The deal is expected to be worth $1 million this year and $5 million in two years' time.

She and her team -- design assistant Rosemary Whitehead and business partner Mark Estall -- and a New York event co-ordinator took on the task to exhibit at the show three months ago.

So what next? A celebrity wedding? She suggested actress Cameron Diaz would be a good candidate.

And maybe her own wedding too after a nine-year relationship with fiancee Mark Pieterson? Maybe, when she gets time -- and finds something to wear.

- NZPA