Jdezire’s 10th Anniversary

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Celebrating 10 years helping brides



February 2018 marked 10 years since Joanne Wilkinson first opened the doors of her bridal boutique, Jdezire, at Fen Farm, Lincoln.

Set in a converted barn on the family farm, the boutique has a lovely relaxed feel enhanced by the friendly service Joanne and her team provide. As each new bride arrives for her private appointment she is given a warm welcome to the boutique, before being guided through the wide selection of gowns and accessories available.


The boutique has evolved from stocking mainly bridesmaid dresses and just a small selection of bridal gowns, to now focusing exclusively on the bride with well over 100 wedding dresses in store at any one time. Fashions have also changed over the past ten years, with a shift from nearly every wedding dress available being strapless, to now the majority of gowns having straps of some kind.

Going forward Joanne says “although lace is still popular, I’m seeing a move towards a ‘less is more’ look with soft fabrics like chiffon in simple silhouettes. We are also finding more of our brides are taking advantage of our specialist knowledge and in house alteration service to customise their gown and create something unique”.


In the decade Jdezire has been open many things have changed with Joanne herself and other members of her team getting married in their own Jdezire gowns and the arrival of Joanne’s baby boy Henry last July. Joanne is feeling positive about the future and in addition to wanting to thank the thousands of brides who she and her team have helped, she can’t wait to meet lots of lovely new brides in the coming years.


To book your private appointment and to experience for yourself what so many brides have enjoyed over the past decade please phone 01522 682636.