Jim Hjelm Occasions

Designer of Jim Hjelm Bridal and Occasions Collections and Blush by JLM, Francesca combines innovative design, luxurious fabrics, and exquisite details to create bridal wear that is fashion-forward yet classically beautiful.

Born and raised in Laguna Niguel, California, Francesca attended Los Angeles’ esteemed Otis Art Institute/Parsons School of Design. Francesca, former senior designer of the renowned women’s label St. John, has always had an interest in designing bridal fashion. She was awarded the Distinctive Excellence in the Bridal Industry (DEBI) award in the category of best style bridesmaid’s gowns, for the Jim Hjelm Occasions Collection both, in 2004, 2005, and 2008.

“Each dress has its own individual look and special details,” she says. “Every little thing is important, even the placement of embroidery or the way draping falls over a gown’s bodice. I try to offer a wide variety of different looks so I can give to brides and bridesmaids a range of strong choices. The most important thing to me is that women are happy and feel absolutely gorgeous in their gowns.”