Every bride-to-be on Instagram or TikTok has undoubtedly come across Frankie Jane Couture. The rapid growth of this dazzling bridal business reflects the immense love that owners Tatum and Holly have for each of their brides. Not only have they completely upended the bridal experience in Utah with their unique style, but they go above and beyond by engaging directly with every single bride themselves.
One look at any of their gowns is all it takes to recognize that you won’t find anything else like them. Frankie Jane is the only store in Utah that carries their designers, and in many cases, they are the only store in the country! Their gowns are hand-made in places like London, Australia, Canada, New York, and Los Angeles. And every gown is fully customizable—when you’re the bride, you’re the boss, and Frankie Jane does everything to bring your vision to life.
From Pinterest to IRL
Before you even walk into their doors, they are doing everything they can to get to know you and what you’re looking for in a gown—they even go as far as to ask for a link to your Pinterest board! Based on a questionnaire they have you fill out, and what they see from your inspiration pictures, they will pull a bunch of gowns they think you might like before your appointment even starts.
From there, they will work their hardest to find you your dream dress. And once you find the one, you get an exclusive gift that consists of a Frankie Jane Bride sweatshirt, custom Frankie Jane candles, an exclusive body scrub, an envelope of all of their favorite vendor recommendations, and more. Not to mention the official title of Frankie Jane Bride. On our way to their store as we speak just to get one of those sweatshirts for ourselves!
And saying yes is the most fun part for any bride! Holly talks about how much she loves seeing brides have that experience with their moms, because it brings her back to that moment she had with Tatum when she found the one.
Personal Experience
When Tatum went shopping for her own wedding dress a few years ago, she found that it was much harder than expected. Between visiting stores in Utah and LA, she wasn’t getting the full bridal experience that she knew could be there.
Tatum’s experience looking for a gown is what sparked the idea to open their own shop. What had just been an idea turned into a moment of, “Wait a minute, we could actually do this.”
When Tatum and her mom agreed that it could become a reality, she began contacting designers that very same night. An idea snowballed into the Frankie Jane Couture we know and love today!
As Seen on Instagram
Tatum’s entertaining TikToks and reels catch the attention of women everywhere, but their exquisite gowns and bridal experience are why clients fly in from all over the world. The most exciting part, as Holly points out, is when “these brides come in and realize that they get to work with Tatum directly, and they are thrilled!”
With how much work they already put into running their business, and working so closely with every single one of their brides, it’s even more impressive how many hours Tatum puts into creating a fun and reliable social media platform for their brides to enjoy. Not only is she creating viral content, but she’s always vigilant about interacting with their followers, answering DMs, and seeing fun updates from their brides.
Frankie Jane always follows their brides. “Getting their photos back is the most rewarding part,” Tatum says. Seeing them in their dress and being able to say, “Oh my gosh, we were a part of that.”
Bringing High Fashion to Utah
These unique styles and downright jaw-dropping gowns bring the couture, “old money” vibes to Utah that weren’t here before, and their space alone is a reflection of that. “We wanted it to be very elevated, you come into our doors and feel like you’re instantly transported to LA, or New York, very high fashion,” Tatum says.
She took her own experience shopping for a wedding dress and improved on it, incorporating details like bigger dressing rooms, bigger mirrors, and the emphasis on “giving every single bride their dream day.” As they built their business, no detail was left unnoticed. “Though there are other stores here, there wasn’t anything like us. We wanted it to be a very unique, unforgettable experience.”
It’s no surprise that these two fashion-forward women were able to bring that stand-out style to the Utah bridal market. Tatum sings praises of her mom, saying she has the best sense of style of anyone she knows. And Tatum herself makes splashes in the fashion world with every OOTD post on her Instagram story.
In their meticulously curated gown selection, and every time they go to the New York Bridal Market, the dresses they have to offer are so unique that it’s impossible not to fall in love with every single one. Because they are so involved in every aspect of their business, they’re able to go into the markets knowing exactly what brides want—and bring back the styles they know you’ll love.
Family Business
The mother-daughter duo opened their doors for the first time in February 2022. From front to back, Frankie Jane is a family business. Even the name comes from Holly’s youngest daughter, and Tatum’s sister, Frankie Jane, who is named after their grandfather Frank. The love is so clearly there with one another and shared so abundantly with every bride who visits their store.
And share the love they do! When you go to Frankie Jane, you will be working directly with Tatum and Holly—no one else! With Tatum and Holly as your consultants, you’re guaranteed to have that one-of-a-kind Frankie Jane experience that’s just as stand-out as their gown selection.
“Because it’s just she and I, and we’re both so invested, we truly care about each bride,” Holly says. For both of them, the connection they create with every person is the most important aspect of their business.
“We work really hard to make it special,” Tatum says.
Throughout the whole process, and even long after, Tatum and Holly go so above and beyond to help their brides in every way that by the end of it all, they become close friends with each of them, and even receive invites to their weddings—and baby showers later on!
Tatum and Holly do everything to ensure that their gowns reflect their motto, “Be unforgettable, be unique, but most importantly, still be you.” With amazing owners and one-of-a-kind gowns, Frankie Jane Couture is unlike anything else in Utah, an obvious first choice for any bride looking for a luxury, high-fashion bridal experience.
Photography : Madi Dee Photography
Photography : Tacy Liz
