“For women who really appreciate beautiful dresses, it’s like a giant, dream walk-in closet,” says Jodi Moylan of White, her Daniel Island bridal boutique. Originally from Framingham, Massachusetts, Jodi grew up knowing that one day she would be a couture dress designer. The obsession with wedding gowns was born when she was studying design at Framingham State College and “the concept of a bridal gown nabbed me,” she says. “The idea that you can make such an entrance in it and being involved in making that moment, it’s just so personal.”
Fueled by her passion, after graduation Jodi worked out of her home designing dresses before making her way to Atlanta and finally settling on Daniel Island in 1998. “I needed to be near the ocean,” she says of the move. Fast forward to today, and Jodi practically prances through her boutique, complete with chandeliers and martini bar, pulling dresses from her line, PURE by Jodi Moylan, from a wall of gowns. She tells the story of each chic and simple one as though it were a full-fledged person. Most were born as sketches on scraps of paper, because inspiration can strike at any time.
“I was in Sweetwater Café on South Market Street the other day,” Jodi says, “and I saw this girl walk in with a sweater with a really cool ruffle on the back. I said, ‘Somebody give me a napkin,’ and I just started sketching.” The end result is in her spring-summer 2008 collection and is typical Jodi. “I like totally tasteful and not overdone,” she says. “I just think fabric and silhouette makes the dress. I’m into something that’s timeless, that you could pass on to every generation.”
Jodi’s dresses start at $1,500. To schedule an appointment, contact White at (843) 471-2975 or www.whiteondi.com.
