Alvina Valenta Ti Adora Blush Hayley Paige Jim Hjelm Tara Keely Lazaro Noir Lovelle Occasions
Jessica Williams: An inside look at Alvina Valenta

Jess w models (3)

It’s morning in bustling New York City and head designer for Alvina Valenta, Jessica Williams, is walking her daughter and son past the neighbourhood markets’ ombre of side-walk roses, hyacinths and daisies and the lifting aromas of the local baker’s bread to their respective preschool and daycare. She then hops on the subway taking her to Manhattan and the Alvina Valenta design studio.  With Florence and the Machine flowing through her ear buds, she takes her place amongst her fellow Brooklynites, enjoying casual observations of her fellow commuters’ outfits du jour, and relishing her “private” reading time. About twenty-five minutes later, she exits the subway and weaves through the crowds of New Yorkers intent on their exit to the daylight. Emerging from the depths of the subway station and suddenly surrounded by buildings towering to the sky, Jessica picks up her pace, ever energized by the city vitality that sparked her imagination from her first travels there years ago. She stops briefly for her morning coffee and then continues through the Garment District to theJLM Couture design headquarters, where she greets her team and starts playing with all of the gorgeous silks, laces and beaded embroideries that will transform into one of her new bridal gown developments.

Jessica grew up in a small town and enrolled at FIDM (Fashion Institute of Design & Merchandising) where she learned her trade, building on her foundation of sewing given to her by her mother and grandmother. After graduating in 2000, she landed a job at the prestigious St John Knits, in California. There, she was exposed to the glamorous and the luxurious world of special occasion clothing. Being surrounded by lush fabrics and detailed beading, it wasn’t long before it took root. She had found her calling. Following her time at St. John, she went to live in New York City where she came to work for the JLM Group at Alvina Valenta in 2009.

Unlike most large wedding gown makers who have their products made overseas, every gown from Alvina Valenta is constructed in New York City. Having the gowns so close at hand means that Jessica can personally work alongside the highly skilled team of pattern-makers and sample makers every day; draping, changing and evolving the original design until the final look is achieved. It can take up to 20 different artisans and craftsmen to complete one gown. From the pattern drafting to the hand crafted Alençon lace from France, each element is skilfully constructed and assembled.

Jessica believes in putting her passion and personal touch into every design. One of the ways she accomplishes this is by spending hours, hand designing every embroidery piece featured on her gowns. She believes the elements should have dimension and interest in the details. She works with French, Italian and Spanish lace-makers, incorporating traditional and modern designs and combining intricate fabrics, beadwork, crystals and pearls into her gowns. As Jessica looks back over the years, one thing she is very proud of is that you can see her signature on the custom embroidery and beading in her collections, leaving a little piece of her in every Alvina gown. She describes her touch to be vintage-inspired, intricate, romantic and luxurious. Her unique style creates distinction among wedding gowns and evolves with each new season.

Some of the challenges she faces with a new collection include deciding how to simplify both her creativity and the current fashion trends in order to blend effortlessly with the iconic, luxe romance that Alvina Valenta brides seek. For the coming collection, “Royalty of every sort” is a theme Jessica will be exploring. Light, airy, romantic silhouettes will be paired with soft colours and luxe details. They will feature exciting new lace techniques and unique fabric layering, elements fit for both princesses and queens!

Jessica believes in putting her passion and personal touch into every design. One of the ways she accomplishes this is by spending hours, hand designing every embroidery piece featured on her gowns. She believes the elements should have dimension and interest in the details.

See more of Jessica’s stunning creations at Alvina Valenta online.


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Alvina Valenta LA Trunk Show!

Alvina Valenta_California_Bridal Trunk Shows


Come preview the new Spring 2015 Alvina Valenta collection this weekend at our own JLM Couture Flagship Salon in West Hollywood, CA! Appointments can be made by calling 424.249.3909 or by requesting one here:




To view the entire collection, visit us here or watch our behind the scenes video from our Spring 2015 ad campaign here.

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Alvina Valenta Trunk Show

“For all of the artists, writers, thinkers, dreamers. For the sirens, sensualists, romanticists, muses: The Alvina Valenta bride carries herself with a distinct air of refined sensuality and a cool, modern femininity. With dramatic and figure-defining silhouettes and necklines, luxurious silks, French laces and intricate, detailed embroideries, Jessica Williams infuses gowns with glamorous glimpses of the past and sultry visions of the future. The resulting creations are modern, fresh gowns that are effortlessly chic, just like the brides who wear them.”

Alvina Valenta

Come meet head designer Jessica Williams this weekend at the JLM Couture Flagship Salon.

Appointments can be requested here.

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Fall 14′ Bridal Market!

Have you been following along on Instagram (@JLM_Couture) with all of our most recent Fall 2014 Bridal Market updates? If not, here are some of our bridal highlights! Full collections will be up on soon, we promise.


Lazaro style 3454


Hayley Paige style 6451 (Miss Gigi)


Jim Hjelm style 8461


Alvina Valenta style 9452

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2nd Annual Sketch Off!

The time has arrived yet again. Our 2nd Annual Sketch Off! Leave your comments below with which designer you feel has shown the most holiday cheer!

holiday wedding gown sketches

Jessica Williams for Alvina Valenta

Christmas from HP

Miss Hayley Paige


And Francesca Pitera for Jim Hjelm!

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Spring 2014 Runway is here!

Yes, we are still here at JLM Couture! The last few weeks have been filled with dress fittings, castings, 2 new collections (yes- it’s true. You’ll hear much more about Lovelle and Ti Adora soon!) and all the glorious Bridal Market prep one could expect- so we apologize for being so silent! But we promise the time away was well spent on…

Spring 2014!

Gowns from Lazaro (his 20th anniversary was truly amazing. More photos to come very soon!), Jim Hjelm, Hayley Paige, Alvina Valenta, Blush, Tara Keely, Occasions, and Noir were on display this past weekend and we couldn’t be more excited to share them with you (and trust us.. there is so much more where this came from- but you’ll have to stay tuned!)




Blush by Hayley Paige


Tara Keely


Noir by Lazaro


Hayley Paige


Jim Hjelm


Alvina Valenta


Jim Hjelm Occasions

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Alvina Valenta Trunk Show in CA!

Alvina Valenta Trunk Show JLM

Click here to make your appointment!

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Love Never Fails

I was recently pursuing one of our favorite blogs, Southern Weddings Magazine– when we stumbled upon this post. To say that this story of “Love Never Fails” pulled on this office’s heart strings, would be an understatement. Jeremy and Kristin are a beautiful couple, inside and out, and we were honored to see that she chose one of our own (Alvina Valenta) to be dressed in for this very special anniversary shoot.

Real Bride kristin in alvina valenta wedding dress_ southern weddings magazine


Photos compliments of Jeremy & Kristin

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JLM Couture Wedding Dresses In Australia

We are in awe of the amount of requests we have received for all of our collections down under in Australia over the past year. We love our Aussie brides and wanted to make sure they know all about our Australian retailer, Eternal Bridal– located in Melbourne. They carry all JLM Couture divisions (yes, Lazaro, Hayley Paige, Alvina Valenta, Jim Hjelm, Tara Keely and Blush can all be found here!) and are an absolute pleasure if we do say so ourselves! Here is a peek inside their boutique:

Eternal Bridal 2

Eternal Bridal 3

Eternal Bridal

Eternal Bridal

p: (03) 9380 2662 appointments preferred
e: [email protected]
a: Shop 5 Sparta Place, 457 Sydney Road Brunswick Melbourne

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JLM Flagship Salon 1 Year Anniversary

The JLM Couture Boutique in West Hollywood, CA just turned one! We were lucky enough to celebrate our anniversary with some of our closest friends and family at the Sofitel in Beverly Hills. Thank you again to everyone who came out to celebrate!

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Francesca Pitera_ Designer of Bridal Collection Jim Hjelm

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Photos by Brooke Merrill Photography

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