Yorkshire bridal firm expands into Lincoln

A Yorkshire bridalwear firm has expanded into Lincoln after moving into space at The Lawn.

Julie Joyce-Smith has brought Jaynes Bridalwear to The Lawn, off Union Road – a complex which is undergoing a £2m transformation.

The Lawn is benefiting from a major regeneration scheme, masterminded by Lincoln family firm R W Stokes & Sons. The project is being managed by Lincoln-based chartered surveyor Banks Long & Co, which has leased Joyce-Smith’s shop.

“I am thrilled to have brought Jaynes Bridalwear to Lincoln. It marks an exciting expansion move for me and complements the great success I have enjoyed over the past three years growing my Jaynes Bridalwear shop in Doncaster,” she said.

“One of the most covetable brands I stock is Pronovias. I knew the Spanish design house was keen to introduce its fabulous dresses to more women in this part of the East Midlands, so I thoroughly researched the market before making my move,” said Julie.

“I know that Lincoln is enjoying massive growth and is also attracting lots of visiting shoppers, but I felt that the city was missing out when it came to offering the widest choice in top bridal couture.”

Joyce-Smith says she is creating two part-time jobs by employing a university textiles tutor and a costume designer.

She said: “Everyone wants to feel like a princess on their wedding day and I am determined to help them to look really special.Jaynes is about offering clients the personal touch and helping each bride-to-be to find a stunning gown which really complements their figure.

“I’m really passionate about meeting local brides, their mothers and friends, and I am going to be open seven days a week, to accommodate people who may be unable to get to see me in the week, due to work or family commitments.”

Banks Long & Co consultant Peter Banks said: “After listening to Julie’s business plans and then seeing the quality of her operation in Doncaster, we and our clients could see that she would provide a real asset to The Lawn complex.

“Julie has been brave in opening while refurbishment works are still ongoing. We look forward to seeing her business grow further as The Lawn is brought back fully into use.”