Wedding dress designer turns an industry in free-fall into an opportunity to give back during COVID-19

For Adrienn Braun, early March was a rude awakening.

How this wedding dress designer saved her business during COVID-19’s wedding downturn

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“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.



a person sitting at a table: Adrienn Braun works with her husband Emilio Mazzucotelli to create face masks using extra fabric in her store.


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

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