On March 15, 1984, Judy Johnson, a Minnesota fashion designer, opened the doors to her custom bridal studio, Judy’s Bridal Designs, in Hoffman. Drawing from her training at the Fashion Institute of Technology (FIT) in New York, Johnson began crafting unique wedding gowns, hats, and veils that resonate with brides seeking personalized attire for their special day.
Johnson’s journey into fashion began at North Dakota State University (NDSU), where she earned a bachelor’s degree in textiles and business. She later pursued a degree in fashion merchandising at FIT. After completing her studies, she worked in a garment industry buying office in New York City. This experience not only exposed her to the latest fashion trends but also instilled the confidence needed to launch her own design studio. “It helped me have the guts to do this,” she stated. “If I had stayed in Minnesota and never gone to New York, I probably would have never dared.”
Today, Johnson’s designs are available in stores across the region, including Fargo, Minneapolis, St. Paul, St. Cloud, and Little Falls. The process of creating her gowns is distinctive; while she designs the initial pattern, her assistant designer, Chellie Vorverk, handles the sizing. The gowns are constructed in a “cottage industry” style, with four seamstresses working from their homes to create each piece. This approach allows for a personal touch, as each dress is made by one individual rather than in a factory setting.
Brides can choose from Johnson’s existing line or collaborate with her to create a custom gown. “You can come in with any idea,” Johnson explained, whether it’s a sketch or a picture from a magazine. She also accommodates brides who struggle to find the right size in stores. The price of her gowns ranges from $188 to $640, catering to various budgets.
Among her offerings, the least expensive gown features an all-lace design with taffeta underlining, while the most costly gown is a luxurious sheer chiffon creation with lace-trimmed flounces and intricate detailing. Johnson also provides matching accessories such as hats and veils, with prices for hats ranging from $29 to $65.
When it comes to custom orders, Johnson emphasizes the importance of budget. She works closely with brides to select materials and provides pricing estimates. If a bride’s desired fabric exceeds her budget, they can explore alternatives together. “If it’s too high or too low, we can rearrange where they get cheaper lace,” she noted. Johnson frequently utilizes high-quality polyester for her gowns, which not only enhances affordability but also dispels common misconceptions about the fabric.
Brides typically wait around six weeks for delivery of their gowns, with custom work taking longer depending on fitting availability. Johnson accurately advises brides to consider their weight during the fitting process, as alterations can become costly if changes are needed after measurements are taken.
Despite the challenges of entering the bridal wear market, Johnson remains optimistic. She undertook a rigorous three-week selling trip to introduce her line to local stores. The response was mixed, with some buyers enthusiastic about her designs while others remained cautious, wanting to see if she could sustain her business for another season. Yet, Johnson’s determination shines through as she confidently asserts, “I think this is going to work.”
As Judy Johnson continues to bring her vision to life, she not only designs gowns but also creates memorable experiences for brides across Minnesota. Her blend of formal training, hands-on experience, and passion for fashion is reflected in every custom piece she produces.
