ABOUT
Rare Brides is a luxury bridal house based in Los Angeles, California—founded by Janni Widerholm with an ambition of reimagining bridal for the modern bride.
All Rare Brides collections are designed by Janni, combining modern and simplistic styles with a flare of decades past. The first collection, created in partnership with Amelii and handmade in Europe, pushes the boundaries of bridal accessories and encourages brides to complement their look with a unique veil.
“Every single bride is rare in their own way and there's nothing more precious than the day you'll look back to for years to come. With my designs and this first collection with Amelii, I wanted to create unique but timeless veils that inspire their wearer to express their personal style as part of their bridal look. There's no one way to wear the designs, just like there's no other bride like you."
JANNI WIDERHOLM
Founder
The Founder
Janni Widerholm is a Finnish creative director based in Los Angeles. While working in advertising with prestige brands and sharing her style journey as a bride on social media, Janni decided to combine her two passions to design items for modern brides who are redefining what bridal fashion looks like today.