Meet Trailblazer Jolene Picone

Today we’d like to introduce you to Jolene Picone.

Jolene, please share your story with us. How did you get to where you are today?
The first veil I ever made was back in 1999, I was about 19-20 at the time. My jaw dropped at the suggestion that I was even capable of making a veil… for a real wedding. So, of course, I said yes! Years later in 2003, I was the bride and seeing as how I had one veil under my belt, I decided to make my own. Then, my friends started getting married and of course, I became the designated veil maker for all… and I loved it.

After a failed 1st business idea at 23 (I self-published a wedding planner for Denver area brides), I moved on. At the suggestion of my entrepreneur husband Greg, I decided to try my hand at starting a veil business. I didn’t actually believe that was a thing. This was before Etsy and social media. I thought veils came from gown designers and that I would need to learn how to make a bridal gown before I could make veils for them. I designed my first collection in my small 600 sqft condo at the dining table. I then made my first my first cold call to a local Denver boutique and the answer was “no”, My second call was a yes and my very first sale. (*Side note. The first cold call mentioned now does carry our line and is one of our biggest stores in the Denver metro area.)

At the old age of 24, I had gotten paid for a product I had made in my dining room and I was ready to conquer. I booked my first market in NY and was probably the absolute youngest person at the show, not even a designer, but a person. I felt like a baby and was viewed that way too. It was a tough obstacle to overcome because I was ALL In and I had spent more money to be at that show than I had ever had in a bank account. It was terrifying, but I knew I could figure it out. And so, I did.

Little by little, I perfected my craft, added more details, took advice, listen to my customers and said yes to everything. Every year I added more retailers and I kept showing up, even when I was making nothing. Now 14 years later I have a thriving wholesale business that includes 2 accessory lines and even a flower girl line.

Has it been a smooth road?
If the road was smooth, everyone would do it. No, the road is lonely and painful and exhausting and if I would have known what it was going to take to make it work, I would have said no. That being said, there is a powerful force at work in a strong-willed woman who is faced with obstacles. I just had to figure it out. It was never about the money, it was about solving the problem. I constantly heard stores tell me that they couldn’t get what they wanted and every time a voice inside would say, “I could do that!” I could make the veil they wanted, I could customize it to make their bride happy. My hand was always in the air. Back then, there weren’t very many veil manufacturers so I stood out from the crowd. Most companies had a very small selection and I was adding a creative touch and uniqueness to the collections I produced. I added colors and dimension to what, back then, was very classic and traditional.

Seven years into Veil Trends, I had my first daughter. Being an entrepreneur is tough, but being a mompreneur is a whole new level. Of all the struggles I have faced and overcome, relating to my business, being a working, business owner mom has to be the most difficult. All self-inflicted. I say that because when you are a new mom you are trying to be perfect at everything and it’s just not possible.

I am now three daughters into this gig and we are hardcore. Every one of my babies has slept in a closet at my office, played on the floor, colored on the whiteboards and watched movies on my laptop, it’s just how we roll. It is totally doable once you allow yourself the grace to make it all work. So much has changed since 2005. It is more accepted and become more normalized for women to invite the public into their lives as moms who own businesses and I LOVE THAT. Transparency is awesome and gives women the freedom to be all things. Yes, I can nurse babies, run payroll and answer the phone all at the same time, because women can do hard things.

We’d love to hear more about Veil Trends.
Veil Trends manufactures bridal veils, accessories and flower girl dresses for bridal stores around the globe. We are a wholesaler so we do not sell directly to brides… so don’t call us (*unless you have a bridal store). We are most widely known in our industry for leading the creative trend in bridal veils. We are constantly reinventing what can be done to a veil, whether its new components we are adding or bold laces, we are always trying new things.

Honestly, after 14 years, I most proud of my business for employing women and creating a fun, light-hearted work environment that feels like a family. I want to come to work every day and I love what we are creating and I love the women I get to work with. We are very lucky to have such a great team.

Contact Info:

• Instagram: @veiltrends @jpiconebridal @lillecouture

Image Credit:
Paige Forden Photography

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