Lincoln has been chosen as the perfect location for a luxury new bridal boutique, which is ready to dazzle brides-to-be with a dream collection of gowns by designers in Barcelona, Milan and London.

Julie Joyce-Smith who loves travelling to top couture houses in Europe and London, is delighted to have brought the latest looks to Jaynes Bridalwear, which has just opened at The Lawn, off Union Road – a complex which is undergoing a £2 million 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 Banks Long & Co, which has leased Julie’s shop.

Julie has designed both her boutiques herself and the unique style and elegance of Jaynes of Lincoln and Doncaster are testament to her flair.

“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.”

Her other brands include gowns by Demetrios Platinum, Aire Barcelona and Stella York, and Julie is also offering eye-catching cocktail wear.

But it’s not all about the dresses. Julie, who is creating two part-time jobs - by employing a University textiles tutor and a costume designer - is keen to offer people a tip-top customer experience.

“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,” added Julie.

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."