At Jona Michelle®, we believe that fashion empowers young girls and helps them express their unique personalities. That’s why we create beautiful, high-quality dresses that make girls feel confident, special, and excited to show off their personal styles.
Humble Beginnings
It all started in a small home sewing room back in 2012. As a seamstress and mother of two girls, Michelle Smith wanted to design affordable dresses that her own daughters would love wearing. She named the brand after her oldest daughter Jona and got to work creating the first samples.
The response from friends and family was so positive that Michelle decided to officially launch Jona Michelle® as a girls dress brand. She sold her initial collection of dresses online through eBay and Etsy. To both her and her husband John’s surprise, the dresses started flying off the virtual shelves!
Michelle’s seamstress skills and passion for detail, combined with the injection of working capital from John, allowed Jona Michelle® to scale up production. As demand grew, a small team was hired and a warehouse space leased. The humble home business had officially expanded into an incorporated fashion brand.
Growing the Collection
In the early years, Michelle designed all the dresses herself, focused on creating a variety of styles, colors and fabrics to suit girls of all ages. From baby dresses to styles for tweens, the collection included everything from floral sundresses to sequined party dresses.
Customer feedback was carefully incorporated into new designs and apparel lines. As the brand grew on social media, an inspired community of Jona Michelle® families took shape. Their input was invaluable in guiding the evolution of the dress collections.
By 2015, the catalogue had grown to over 100 unique dress designs annually. From dazzling tulle ball gowns to casual linen shifts, Michelle’s attention to detail was evident in every piece. Customers raved about the fabrics, construction, and on-trend styles.
Seeing girls light up when wearing the dresses fueled Michelle’s passion. She worked tirelessly to expand the sizing range and design options even further. Her talented team of dressmakers brought new ideas and skills, taking the brand to the next level.
Dressmaking with Heart
Despite the growth over the years, Jona Michelle® remains committed to quality over quantity. Our dresses are lovingly made to order in small batches by our tight-knit team of skilled seamstresses. We take great pride in creating beautiful garments that will be treasured and handed down through generations.
At our Los Angeles headquarters, bolts of fabrics and racks of dresses fill our bustling workspace. The staff works diligently measuring, cutting, and stitching each dress by hand. Since each girl and event is unique, every detail is carefully considered. From fabric choices to embellishments, we pour our hearts into dressing girls for their special moments.
While machines help speed up some steps, our dressmakers’ expertise makes all the difference. Their keen eyes ensure that appliques are perfectly aligned, sequins evenly spaced, and hems neatly finished. Our team knows that nuances separate a good dress from a memorable one. They lovingly handle each piece from start to finish.
Dedicated to Our Customers
The joy of satisfied customers keeps us passionate about designing new collections each season. Over the years, Jona Michelle® has dressed girls for every occasion imaginable.
We love seeing the brand modeled at birthday parties, flower girl events, holiday celebrations, recitals, pageants, and more. The happy smiles lighting up these special moments drive us to keep improving. We regularly ask for customer feedback to help guide updates to style, fit and quality.
Providing excellent customer service is also critically important to us. Our friendly team is ready to answer questions, provide styling advice, handle exchanges, and more. We know shopping for special event dresses can feel stressful for parents and girls. We want the experience to be fun and fulfilling instead!
What the Future Holds
A decade since those first sewing room samples, Jona Michelle® continues to flourish. But even after achieving so much growth, Michelle stays grounded and focused on the heart of it all – making girls feel great in gorgeous dresses.
We plan to expand our size range even further, ensuring that girls of all shapes and ages can enjoy our designs. More fabric and style options will also allow for better customization. And improvements in our online shopping experience will make finding that perfect dress even easier.
Of course, timeless silhouettes, twirly skirts, and fun embellishments aren’t going anywhere! We will keep designing fresh collections that reflect the latest trends and girls’ unique senses of style. After all, dressing the next generation of confident, stylish young women never gets old.
At Jona Michelle®, we feel privileged to play a small part in the special moments of girls’ lives. Come join our inspiring community! Let us help your daughter shine at her next event in a dress she absolutely loves.