As an independent, creative designer, Jane Aston has built her eponymous label on the foundations of precision, comfort and fit. With over three decades of experience in bridal design, her journey blends technical mastery with a personal touch, offering brides not just a dress but a bespoke experience defined by elegance and wearability. Jane explains that her career began in 1991, when she worked with her aunt after earning a design degree in South Africa. She says: “From the start, I was drawn to the intricate construction and fit of bridal gowns, which naturally led me to specialise in alterations and customisations.”

Over the years, Jane collaborated with several established labels, contributing to the design and development of their collections – experience that helped to lay the foundation for the launch of her own label. “I take great pride in the fit and superior construction of my dresses, offering customers a high-end product at an accessible price point,” says Jane. “As a smaller, independent designer, I’m able to provide a truly personalised service, whether it’s fabric substitutions or design modifications tailored to individual needs.”

Jane tells us that the secret to her successful creations lies in returning to the basics – starting with fabric selection and choosing iconic bridal materials such as Mikado, satin and silk. From there, she focuses on sourcing only the finest versions of those materials. “I especially love blends, like polyester-silk mixes, which combine the durability and affordability of polyester with the elegance and feel of silk,” she explains. “The key is finding the perfect weight and quality at the right price.”

Jane Aston: The Rosaléa Collection

Jane’s latest line is The Rosaléa Collection – Whispers of Romance, Worn with Grace – which will be shown at Bridal Week in September. She tells us her inspiration came from European floral artistry and the gentle allure of blooming gardens – a vision that celebrates softness, romance and sophistication. And, of course, it all began with fabrics. “For this collection, I’ve introduced beautiful new laces, predominantly un-beaded, in response to what my retailers have been requesting,” she says. “These include delicate floral-patterned lace, rose garden-inspired designs, and soft, intricate filigree lace.”

Describing the spirit of The Rosaléa Collection, Jane explains it is all about understated elegance, effortless poise and a quiet confidence that speaks to the modern bride who cherishes heritage yet embraces contemporary luxury. “The mood is soft yet striking, romantic yet polished – designed for those who dream of a wedding day steeped in both classic beauty and fresh, inspired style,” she says.

In terms of themes, motifs and recurring design elements, Jane again highlights the importance of fabric selection. “A rose motif runs throughout the collection, expressed through a rich variety of fabrics – corded lace, jacquards and handcrafted fabric roses tucked into the folds of satin gowns – evoking an opulent garden party atmosphere,” she says. “Each look is elevated by interchangeable accessories, including overskirts, jackets, matching gloves, veils and chiffon scarves, allowing brides to personalise and transform their style with ease.

Retail Partnerships

Retail partnerships are a vital part of a designer’s success. So how does Jane approach her relationships with retailers, and what does that collaboration mean to her? “As a retailer myself, I have a strong understanding of the day-to-day demands and challenges faced by bridal boutiques. This firsthand experience allows me to step into a store and sell a dress with confidence, knowing the natural rhythm and flow of the sales process. I actively listen to retailers – paying close attention to their feedback, the trends they’re observing, and the specific needs of their clientele – and ensure these insights are thoughtfully incorporated into future designs and collections.”

In terms of additional support and resources for stockists, Jane tells us: “I offer personal store visits, designer weekends, range extensions and a sample loan service, along with access to a comprehensive image library to support retailers’ social media and marketing efforts. And I’m always at the end of the phone – any questions, any support needed, my retailers can call me.”

Finally, we discuss the personal experiences and insights that influenced the direction of this collection – and at the heart of it all is what boutiques and brides truly want. “Listening closely to the industry, my retailers, current trends, and drawing from my own retail experience has shaped every collection I create,” she says. “In today’s financial climate, customers tend to play it safe, favouring clean, simple designs over overly elaborate styles. My strongest repeat orders consistently come from these elegant, structurally beautiful gowns – timeless pieces that are memorable in their understated class.”

WORDS Anna-Marie DeSouza