Franca Deflorio, lab assistant, Fashion Design, designed and constructed clothing for 14 years before coming to the U.S. to learn English. She had her own business in Noicattaro, Italy, near the province of Bari, Puglia. They later moved their business to Putignano, a town known for their wedding gown and children’s clothing creations, and there are many seamstresses there who specialize in sewing specific flowers or other wedding items.

Franca launched her own collection of bridal wear at the National Bridal Expo recently. Franca and her sister Anna Maria designed and created a small collection of 15 bridal gowns this past summer in Italy. “I wanted to learn the American way of marketing,” said Franca. I learned that the bridal competition in America is really strong,” she said. “I focused on really high-end quality and it was a really wonderful experience.” According to Franca, Italian women are more willing to pay over $2,500 for a gown that represents, for them, a once-in-a-lifetime experience and has luxurious details, such as high-end fabric, floral detailing and intricate beadwork.

Franca’s feedback on her collection was that Americans want a lower price point, and now Franca is creating some less expensive gowns to go along with her original designs. “It’s a different culture here,” she said. “Sometimes the bride wants to spend money on a destination wedding on a beach, so an expensive gown is simply not practical.” Franca’s collection was inspired by 19th Century romantic details, such as flowers, old lace patterns, and details, such as pleats, tucks, and unique fabrication. She designed three one-piece gowns and the rest were two-piece creations including corset tops and long skirts. Franca is busy completing new designs for her next bridal show. To see more of her designs, go to www.dedress.com