Supplier case studies
Wholly Jo’s - ethical wedding dresses
Name: Joanne Mackin
Location: West London
A bit about the business:
Wholly Jo’s is the name of my wedding dress design company based in West London which specialises in making individual, fairly traded wedding gowns from eco fabrics.
What or who inspires you?
I take my inspiration from the bride’s own ideas; we can make a gown from a range of fabrics that includes fair trade, organic, peace (vegetarian) silks, and hemps, confident that no one has been exploited while it was being made.
Something old, something new?
As around 80% of wedding dresses are kept after the wedding, we can also recycle old wedding dresses into new ones for daughters or some other special person or to produce exceptional christening gowns.
What do you feel you bring to an ethical wedding?
The philosophy at Wholly Jo’s is to produce a beautiful gown for the bride to be without it costing the earth, both financially and literally.
We want our brides to feel really special on their wedding day and so make sure each wedding dress is completely unique, celebrating the bride's femininity and enhancing those womanly curves!
As I have a young family, I choose to work from home. The advantage of this is that I am able to make appointments outside normal working hours.
Spreading the word
I am keen to spread the word and regularly support eco fashion shows around the country, as well as supporting organizations such as the Ethical Fashion Forum and Make Poverty History.
Our specialty is wedding gowns but the whole repertoire includes baby quilts, christening gowns, bridesmaids, ball gowns and prom dresses which can also be made to a unique design, as well as Mother of the Bride outfits, special quilts which will become heirlooms for generations to come, and clerical vestments.
An ethical dress for an ethical wedding
In a recent survey nearly 85% of married women had no idea about the ethical background of their wedding dress. We hope we encourage brides to buck the trend and make sure their wedding dress reflects their ethical ideals all the way to the altar.
Find out more about Wholly Jo's - ethical wedding dresses