Ever since owner of Juliana Bridal, Jessica Neff, was in high school, she always had a passion for design and dreamed of opening her own bridal boutique.Neff put her dream on the backburner when her mom was diagnosed with cancer.  Being one of the main supports for her mother, Neff obtained a large interest in the health field and decided to change her career path, majoring in nutrition at Ashland University. 

It was not long after graduating from AU when she realized her passion for opening a bridal shop greatly outweighed her passion for what she studied in college.

“I had two opportunities to buy out a bridal shop,” said Neff.  “The first one I passed by, and the other was from a lady in the country of Ashland who ran it out of her garage.”

The price was right and it was an easy exchange for Neff to coordinate.  She purchased the inventory and connected with some other retailers of her own including Alfred Angelo, Bel Aire Bridal and Rondinelli Tuxedo. With that, the only bridal shop downtown opened up and has had at least one sale every single day.

“We chose downtown because we felt like it was a centralized location,” said Neff.  “I wanted girls to be able to shop for prom, and bridal and have the experience they might get in Cleveland or Columbus without having to do the big city prices or the long drive.”

Downtown Ashland is growing rapidly.  21 new businesses have opened their doors over these last few years, making Ashland’s community stronger and a place to be.

“They [new business owners] are the people who have invested their hearts and souls into local communities so they can grow and remain vibrant,” said AU entrepreneurship professor Dr. Dan Sullivan. “Without these small businesses, downtown Ashland would be struggling to keep out of bankruptcy.”

An entrepreneurship course offered at Ashland and taught by Dr. Sullivan, forces students to jump right in, as they are assigned to aid and improve a small business around and in downtown Ashland.  Sullivan said this opportunity gives students an unforgettable experience they will never find in a classroom setting.

“It’s one thing to learn about entrepreneurship in the classroom,” said Sullivan. “It’s another things to see it in the faces of the business owners.”

Of course, getting Juliana Bridal started was not simple.  Neff used her resources wisely and immediately worked with the Ashland Area of Economic Development.

“Jessica approached economic development in order to create a business plan,” said economic development project manager Allison Mayer. “This creates an overall list of goals for marketing, and the projections for funding as well as who is in charge of the overall operation.”

After creating a business plan and receiving grants and other funding allowing the opening of Juliana Bridal, Neff began emerging herself and her business into the community, including becoming an active member of the Chamber of Commerce.

Barbie Lange, president of Ashland’s Chamber, says the most important thing any new and small business can do, which Juliana Bridal has done successfully so far, is create awareness.

“Get involved,” said Lange. “Don’t just hide in your business.  Let people know your story and word will spread and it will blossom from there.”

Social media is an important aspect to have as a smaller business, although sometimes, this is placed in the back of an owner’s mind.  After working with her students from Ashland’s entrepreneurship program, Juliana Bridal now possesses and active website, Instagram and Facebook page.

Besides opening up Juliana Bridal to the community, Neff says she prides her business mostly in the relationships she creates with all her brides and customers. 

Because Ashland is a small town, Neff makes sure she knows who people are when the walk through her door and delve deeper into the lives of her customers beyond just the purchasing of their gowns.

“Sometimes when you go to those big city stores, you don’t get that hospitality that you would get in a small town,” said Neff. “I find pride in knowing my customers and creating relationships that will continue even after their wedding day.”

Regardless of owning a bridal shop in a big city or small town, Neff’s passion for her career is endless.  

“To see that look on someone’s face when they find their gown is indescribable,” said Neff.  “That’s why I do it.  That’s what drives me, just knowing that I get to be a part of their special moment and help these girls during a once in a life time experience.”

As Juliana Bridal continues through its second year, the awareness, revenue and the number of tear filled brides finding their dream gown will only increase.