A wedding dress is so much more than just a dress – it’s a promise, a feeling, a radiant moment in life.
Jana Schmitter, bridal store owner and seamstress at “BILDSCHÖN – The Bridal Wonderland,” lives and breathes this magic with every fiber of her heart. In her charming atelier in Würzburg, she accompanies brides with empathy, skilled craftsmanship, and a big dose of passion on their journey to finding their very own dream dress. She also regularly appears as a bridal fashion expert on the German version of “Say Yes to the Dress” ( Zwischen Tüll und Tränen) always with a listening ear, honest advice, and a keen eye for what truly matters.
In this interview, she tells us how it all began, and why it’s often the unexpected dress that ends up lighting up a bride’s heart.
Jana Schmitter, Owner of BILDSCHÖN
Jana, what inspired you to open your own bridal boutique?
My love for fabrics and silhouettes began as a child, sewing costumes with my grandmother Elfriede. That early fascination never left me. I’ve always been particularly moved by the wedding dress, it’s the most emotional piece of clothing there is. In 2018, I took the leap into self-employment and opened my first studio in Würzburg. Today, it’s called “BILDSCHÖN – The Bridal Wonderland”, a place where every woman can feel seen. I personally accompany each bride with sensitivity, honesty, and an open heart. Because in the end, it’s not just about the dress, it’s about the moment when a woman sees herself and feels: This is me.
You’ve been sewing since childhood – how does that help you in your work today?
I’ve been sewing since I was six. Even though I’m not a formally certified master tailor, I’ve taught myself a great deal and refined my skills through courses. This knowledge helps me deeply understand bodies, fabrics, and cuts. I can see what fits, not just visually, but emotionally too. Small alterations, a perfect fit, subtle details, that’s what turns a dress into your dress. I combine technical expertise with a sense of personality – and my brides really value that.
What can brides expect at your studio, BILDSCHÖN?
A lovingly curated “Bridal Wonderland,” where you’re free to be yourself. I take time to understand your wishes, your style, and your insecurities. Whether Boho, Vintage, Princess, or Curvy, you’re welcome to try anything. My dresses are carefully selected and suit all budgets. What matters is that they reflect you and make you shine. I’m also known from the TV show “Zwischen Tüll und Tränen,” where I get to show that choosing a wedding dress is more than shopping, it’s an emotional experience.
What advice do you give brides before their first fitting?
Take a moment beforehand to feel how you want to experience your big day: Elegant, playful, modern? Bring inspiration but stay open to surprises. Often, it’s the dress you never expected that fits you best. And most importantly, don’t let yourself be unsettled. It’s not about trends or others’ opinions, it’s about you.
Which trends are you seeing most often right now?
Brides today are drawn to modern simplicity: clean elegance, flowing fabrics, refined cuts. Popular styles include cat-eye corset bodices, soft tones like blush or champagne, and versatile looks with detachable elements. Long veils, 3D flowers, and oversized bows are also making statements but always with balance and style. And above all: comfort! A dress can be stunning but it should feel good all day long.
What’s it like being a regular on the televsion show, “Das Duell – Zwischen Tüll und Tränen”?
I love it! For me, it’s all about having fun with a wink and a lot of heart. Of course, I get competitive too, but I don’t take myself too seriously. Behind the scenes, it’s often warm and inspiring. We laugh a lot, exchange ideas and yes, sometimes I curse quietly when a colleague presents an especially amazing dress (laughs). But in the end, what matters is this: the bride should feel great no matter who found the dress.
How do you balance your work, TV, and private life?
Honestly? Only with my family’s support. I couldn’t manage it all without them. They’ve got my back when I barely have a moment to rest between fittings, shoots, and appointments. My downtime is small but meaningful: a walk, a bad movie with pizza on the couch, a power nap. What I’ve learned is, don’t take yourself too seriously and celebrate the small wins, even when the to-do list is long.
Looking back, what are you most proud of?
That I simply took the leap. Without overthinking, with a racing heart and a bit of naïveté. I dared, and I’ve grown. I’m proud of every bride who leaves my studio with glowing eyes. Proud that I can see myself on TV and laugh about it. Proud of the honest feedback that encourages me to stay true to myself. Courage often matters more than perfection, and the best path is usually your own.
For further information on Jana and her atelier in the German language, visit BILDSCHÖN – The Bridal Wonderland