Small business: Wedding dress designer turns an industry in free-fall into an opportunity to give back during COVID-19 – USA TODAY

Small business: Wedding dress designer turns an industry in free-fall into an opportunity to give back during COVID-19 – USA TODAY


For Adrienn Braun, early March was a rude awakening.

“Brides just started calling me and said, ‘Hey, we canceled the wedding,’” the bridal fashion designer says. “It was one call, two calls, three calls.”

Her business, Adrienn Braun Bridal and Fashion Studio, based in Hoboken, New Jersey, was badly impacted. Balances were not paid in full, consultations got canceled, and brides began asking for less elaborate dresses for smaller-scale, backyard weddings. Many of her plans to custom-design dresses turned into alterations – a fraction of the price she earns to design from scratch.

There were over 2 million weddings in 2019; 2020 is expected to see just 1 million – half that of the year prior, according to The Wedding Report. Braun went from working on 200 to 250 weddings a year to an expected 160 for 2020.

Niki Siracusa, one of Braun’s clients, had to postpone her wedding three times due to COVID-19.

Adrienn Braun works with her husband Emilio Mazzucotelli to create face masks using extra fabric in her store.

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“It was very emotional. We were all set to go. All
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