Jo JohnsonLike many brides, when Jo Johnson started planning her wedding, she wanted her mother to be an integral part of the day.
But as June Kiely had died nine years earlier, she faced a puzzle as to how to bring her into the ceremony, until she realised there was a way of both feeling closer to her mum and honouring those who cared for her in her final days.
June Kiely died at the St Ann’s Hospice in Little Hulton, Salford, in 2015, and in the run up to getting married, Jo found herself at the charity’s bridal and vintage shop in Stockport.
The 38-year-old said it was a “magic moment” as she knew instantly it was the place where she would find the perfect dress.
Jo said getting her dress from the shop was “a really special way to include my mum but also to give back to the hospice for everything they’d done”.
She said the hospice had given her mum “incredible care” and as soon as she walked into the shop, she knew she was “doing the right thing”.
‘Crying with happiness’
“There were so many dresses and I must have tried every single style you can possibly think of,” she said.
She said one vintage dress had been calling to her and when she wore it to marry fiance Matt in August, it made her feel “a million dollars”.
“People spend so much money on a wedding dress and never use it again, but the money I spent is going to do good,” she added.
The shop began specialising in bridalware in 2021 and has sold a variety of vintage dresses, some of which were 100 years old.
Shop manger Fernanda Da Costa said about 10 to 12 brides-to-be came in every week and she had seen “entire families crying with happiness” when they found the right dress.
“We have a selection of vintage dresses from different eras, starting from the 1920s,” she said.
“We also have some modern ones and the most expensive one is around £500.
“Why spend about £2,000 on a dress when you only wear it once?
“You can save money and still look amazing.”
Industry expert Maria Malone said the second-hand market for bridalwear had grown by nearly 10% in 2024.
“The attitude to vintage clothing has changed,” she said.
“It’s different and it’s often better quality.
“You can get some poor quality brand new wedding dresses.
“When you get a vintage wedding dress, you get far better quality for your money.”
