Gowns inspired by emotion

SYBIL KAPLAN

Jerusalem-born Orli Zedek grew up with her mother having a beauty salon and being a dressmaker. “From the age of four, I slept under wedding gowns, and I wasn’t allowed to touch them!” exclaimed the 37-year-old mother of four, sitting in her bridal shop in Jerusalem.

The fantasy remained, and after she completed the army and was ready to get married, Zedek made her own wedding gown.

When she was 28, her father died. This was the catalyst for her realization that she needed to start her own career. First, she did hairdressing as a main profession. Brides came and asked her to do their hair and makeup, but they were buying their wedding dresses elsewhere.

Eight years ago, Zedek, from her home, started to design wedding dresses on order. “Suddenly, I realized I enjoyed this very much. My husband bought me a sewing machine, and I enrolled at Shenkar College of Engineering Design and Art, where fashion design is taught.”

After a semester, she found that she had more experience than the other students, and she quit the program. Living in a Jewish community in Judea/Samaria, brides found it hard to get to Zedek so, two years ago, she opened her own shop in Jerusalem.

Brides come to Zedek because she sees the whole concept and she has a unique taste and different styles. Her main competition is from Tel Aviv.

Approximately 40 percent of Zedek’s clients are secular Jews, 30 percent religious, and 30 percent Arab. A “package” includes gown, hair, nails and makeup, and ranges from 6,000-12,000 NIS ($1,595-$3,191 US). The price depends on whether it is a used, ready-made or new gown; whether it is a simple or complicated design; and the type of material used.

For the entire package, a client usually comes to Zedek three months before the wedding. At that time, she begins to determine what style of gown the bride would like and she takes her measurements. If the bride wants an original design, Zedek makes sketches.

From start to finish, the bride may come to the shop between two and six times; in between, Zedek plans with the bride the hairstyle and makeup for the big day.

On the wedding day, the bride is welcomed with music and food. First, her nails are done, then she is served breakfast. Hairstyling is next and can take one to three hours. This is followed by makeup.

When the bride gets dressed, a photographer comes, then the groom arrives. Together, they go by car to wherever they want more photos taken before returning to the shop for a makeup and hair touch-up, after which they drive to the place where the wedding will be held.

Zedek has designed six collections since 2005. She gets her ideas “from emotions. Every collection has a different influence from a different source,” she explained.

Her first collection was the Childhood collection, and the gowns were based on fairy tales like Cinderella and Snow White. Another collection was based on women of 1930s and 1940s cinema.

Walking into a dressing room where a rack holds a large collection of ready-made gowns, Zedek said, “Every gown is my pride for the moment. Every time I make a dress, I fall in love with it!”

Zedek is located at 51 Derech Hebron in Jerusalem, and her website is agass.mitchatnim.co.il.

Sybil Kaplan is a freelance writer living in Jerusalem.

^TOP