How would-be bride made it big with US deal

Jules Bly says her multimillion-dollar deal takes a bit of getting used to. Picture / Alan Gibson

Western Bay of Plenty woman Jules Bly has just stitched up a multimillion-dollar deal to design wedding gowns for the United States market, but she has never worn one herself.

"Maybe I am fulfilling everyone else's dream and not my own," the 37-year-old yesterday. "I would like to get married one day."

She and her partner of 10 years, Mark Pieterson, have a 7-year-old daughter, Nina, and are engaged.

"We did it all the wrong way round. But I do want to have that experience."

Ms Bly's success means their wedding plans have had to take a back seat.

"There's no time at the moment.

"Besides, I don't know what to wear."

Whatever she dons when the time comes, it will be something classy she has designed herself.

After 15 years in the industry, Ms Bly took a huge gamble and staked $200,000 on a presentation of her work at this month's New York Bridal Week Trade Show.

Next thing she had signed an exclusive contract to supply her designs to Kleinfeld, said to be the world's largest bridal supplier.

The deal is expected to be worth US$1 million ($1.4 million) this year and US$5 million in two years' time.

Her distinctive gowns will be placed in several American stores.

"It still doesn't feel real. It's just me doing my thing - good old Jules from Papamoa," said Ms Bly, now back home and planning to keep drawing much of her inspiration from the beautiful beach near her home where she and the dog run every morning.

Jules Bly bridal gowns have captured a growing niche in the US. They are aimed at confident, decisive, body-conscious women aged mainly between 28 and 35.

The trend in the US now was for many of those brides to shun the huge wedding (commonly 300 to 500 guests) and go off to somewhere like Hawaii or the Bahamas to enjoy a more intimate occasion, she said.

"By that age they've grown out of the whole fairytale thing about being a princess bride.

"They want something more sophisticated and stylish, something that is comfortable to wear but makes them the centre of attention."

Forget the "huge meringue". Jules Bly gowns are sleek, soft and sensual, made from pure silk and handcut French or Italian lace.

The attention to handsewn detail is meticulous.

Though elegant, her designs are extroverted and not necessarily what a bride's mother would choose for her daughter.

Nor do they come cheap. The new selection of dresses will be about US$5000 each.

As well as increasing her New Zealand market, Ms Bly has her eye on Australia and Europe.

And somewhere on the way she and Mark will tie the knot.

"I want my own wedding to be as special as it can be."