Jaynes Bridalwear
How a 40-year Lincoln bridal boutique moved off a costly bridal platform onto a luxury, self-owned website that finally matches the brand — cutting its running costs dramatically.
Bridal Retail
Lincoln, Lincolnshire
WordPress + Elementor
A Lincoln Institution, Online
Jaynes has dressed brides on Lincoln’s Guildhall Street since 1981 — four decades of finding the dress, treated as a singular, unhurried occasion. Fourteen designer houses. Nearly two hundred gowns. More than three thousand brides.
What it didn’t have was a website that matched — or a platform that made sense to keep paying for.
Jaynes was running on a specialist bridal platform at around £18,000 a year. For that, the site still didn’t feel as polished or as luxurious as the boutique it represented.
So I moved them off it entirely — website, email and domain rebuilt and brought together in one place — and cut most of that £18,000 annual bill in the process.
The Challenge
An £18,000/year Platform
A premium annual fee for a bridal platform that wasn't delivering a premium result — a cost that needed justifying, or removing.
A Brand That Didn't Match
Four decades of luxury on Guildhall Street, represented by a site that didn't feel polished or luxurious enough to sit alongside it.
Everything in Different Places
Website, email and domain needed pulling together into one setup that's simple to manage and answerable to one point of contact.
A Collection Hidden Until You Book
Fourteen designer houses and ~200 gowns are the draw — but only if brides can browse them, and complete the look, before they ever book.
What I Built
A luxury, editorial website that carries the boutique’s four decades into every page.
A Designer Collection, Browsable by House
- Fourteen designer houses — from the architectural lines of Madi Lane to the romance of Calla Blanche, plus Justin Alexander, Martina Liana, Morilee, Pronovias, Stella York, Wona and Dando
- Individual dress pages — every gown given its own considered, editorial page rather than lost in a grid
- “Complete the Look” — each gown paired with the veils and accessories that finish it, so brides picture the whole look, not just the dress
- Browse before you book — brides explore the collection and arrive knowing what they want to try
The VIP Experience, Bookable in Moments
- Integrated appointment booking — VIP and standard appointments booked directly, no back-and-forth
- The experience, sold — a dedicated stylist, two hours, something sparkling for up to six guests, and a handwritten card afterwards
- Removes the friction — a direct path to the thing that actually converts
Every Body & Off the Peg
- Every Body collection — a curated plus-size range from UK 6 to 32, given equal prominence, not tucked away
- Off the Peg — designer gowns to try, buy and take home the same day, for brides without a long engagement
An Editorial Brand, Head to Toe
- A luxury design system — typography, pacing and imagery that match the in-store experience
- The in-house seamstress story — the award-winning seamstress above the boutique, told properly
- A journal built for search — a blog turning 40 years of expertise into ongoing visibility
- Mobile-first — most bridal browsing happens on a phone, late at night
The Results
Most of £18,000/year, Saved
Migrating off the old bridal platform removed the bulk of an £18,000 annual bill — a saving that lands from day one, before a single new booking.
A Brand That Finally Matches
A luxury, editorial website that sits alongside the boutique — polished, considered and unmistakably Jaynes.
One Home for Everything
Website, email and domain brought together in one place — simpler to manage, with one point of contact.
Collection Online, Appointments Flowing
The full collection browsable by designer house, with VIP and standard bookings handled on-site.
What the Client Says
Firstly, thank you — I'm really pleased with the overall look and feel of the new website. It feels much more polished, luxurious and in keeping with where I want Jaynes Bridalwear to sit, and I particularly love the dress pages and the 'Complete the Look' sections.
Looking Ahead
The saving is already banked, and the first enquiries and bookings are starting to come through the new site. From here, the journal keeps 40 years of bridal expertise working for search, and the platform is ready to grow as new designer houses and seasons arrive.
Key Takeaways
For any established, experience-led business:
- Match the website to the room — a luxury service needs a site that feels as considered as the experience
- Remove friction to the conversion — make the collection browsable and the appointment effortless
- Give inclusive ranges equal billing — the Every Body collection sits alongside the rest, not below it
- Turn expertise into visibility — a journal makes 40 years of knowledge findable
Ready to Bring Your Boutique Online?
If you run an established, experience-led business and want a website that finally matches it, let’s talk.
Book a Free Website ReviewRelated
- Website Design Services — Professional WordPress websites for businesses
- Bridal Website Design - Professional WordPress websites for the bridal industry
How I can help
Your site isn't bringing anything in
You've got a website. Maybe it even looks decent. But the enquiries aren't coming and you're not sure why. I find what's holding it back and fix it.
You're paying too much for your current platform
Proprietary website builders and closed CMS platforms can cost hundreds — sometimes thousands — a year for no good reason. I move businesses onto WordPress and cut the ongoing cost significantly.
Your developer disappeared — or stopped caring
It happens more than it should. If you've been left with a half-finished site, no access to your own files, or a developer who's stopped returning calls — I can take it over and sort it out.
You're starting from scratch
New business, new direction, or starting properly for the first time. I'll build something that works from day one — not just something that looks good in a browser.
Let's build something that works for your business.
Start with a free 30-minute call. No hard sell — just an honest conversation about your website.