For more than 20 years, Jennifer C. Smith and her J. Cheree Bridal brand have been the catalyst for helping brides find the right look and gown for their special day.
The Southside native first began with designing her own dresses for school dances before eventually starting her company. Since then, Smith has grown J. Cheree Bridal Luxe Gowns and Accoutrements into a trusted liaison for countless brides seeking a unique and luxurious bridal experience. In addition to its “Suite Sixteen” bridal gown selection, the company also offers gown consultation, bridal accoutrements, and bridal lifestyle consulting and coaching services.
N’DIGO recently sat down with the wedding style maven to learn more about her start in the industry and what drives her love for bridal gowns and apparel.
N’DIGO: In your own words, who is Jennifer C. Smith?
Jennifer C. Smith: I am the BEST of my parents, Dale Smith and Shirley Webb-Smith.
What are three words people who know you best would use to describe you?
Cool. Funny. Tenacious.
What did you dream you’d do for a living as a child?
As a young girl, I wanted to be a ballerina and a dentist – specifically an orthodontist, because I didn’t want to pull teeth and I wanted to make everyone have a beautiful smile!
How did you discover your love for bridal gowns/apparel, and how did you make your way into the industry?
Funny enough…I was a tomboy. I didn’t become a ‘girl’ until I became a woman. Growing up, my mother and family were always dressing me up, and I hated it! I wanted to play outdoors, and of course, that meant I would get dirty, which was frowned upon. That aside, I did enjoy watching glamorous women on TV and watching my mom get dressed up to go out. There was also the church where I was raised. It was a time of ladies wearing hats and gloves and such, so I was fascinated by the look, especially for church banquets!
Once I was old enough to make some semblance of a decision about my attire, I took a pencil and paper and sketched my first formal dress. It was royal blue satin with a cream bow and puff sleeves. The year was 1988 (or so I believe), and my mother or grandmother found someone to make it. That was the beginning of me not wanting to look like everyone else. I went on to design a peach lace hi-low dress for my 8th grade luncheon, a champagne stretch satin fit and flare dress for junior prom, and for my senior prom, I created a black and gold number inspired by the dresses worn by the Gamma Rays in the movie School Daze. From there, formal was my passion. In 2000, I made my bridal desires a reality. Though I wasn’t designing, I was styling and finding manufacturers who could bring my visions to life or already had gowns that suited my style.
Please tell us about your company, J. Cheree Bridal.
J. Cheree Bridal officially began in 2000 as my project to bring different things to the aisle. While I definitely love classic wedding looks, I have always been heavy on being different. It’s just who I’ve always been as a person. So with J. Cheree, we strive for something unique in addition to tradition. My first motto for the company was ‘More than Memorable….Unforgettable.’
And what is your current motto?
“Find the ‘own’ in your gown!” We don’t want to follow trends, we want to help you follow your heart.
What’s something people would be surprised to know about you?
I was a double notable in my graduating class at THE WHITNEY M. YOUNG MAGNET HIGH SCHOOL Class of 92 (Shout out Michelle Obama). I was voted Most Athletic and Class Clown. If the bridal thing falls off, I’m going on a sit-down (not stand-up!) comedy tour! My jokes are funniest when I sit down and tell them.
Best advice you’ve ever been given is….?
Be a lady even if the situation provokes your inner G – let it stand for Grace. Oh, and sip slowly.
Best advice you can give to someone interested in working with bridal apparel is….
Don’t! This day and age is unforgiving! Pick something else! JUST KIDDING haha….but not really.
Favorite quote or affirmation?
Find your IT. Get Your IT!
What’s next for Jennifer C. Smith and J. Cheree Bridal?
As I carefully consider life as a now 50-year-old woman, I have learned to pivot like I didn’t want to get a travel call! I’m allowing J. Cheree Bridal to explore the newness of this day and age of digital marketing and extending my reach by creating a team of lovely, intelligent women to become Brand Ambassadors for J. Cheree Bridal. I want to make room for the next generation, give them an opportunity to utilize social media and make money for themselves in this business…and eventually build their own if they so see fit. That way, I can retire and be behind the scenes of the business. I’m ready to sit on beaches and sip delicious drinks while the sun sets and work on my tan!
For more information, Jennifer C. Smith and J. Cheree Bridal, please visit www.jcheree.com and connect with them on Instagram: @JChereeBridal.
