20 Years of Catherine Deane: A Beautiful Journey of Bridal Filled with Meaning & Craft
The month of July marks a truly special moment for us at Catherine Deane ~ We are celebrating 20 years of dressing brides across the globe!
Two decades ago, in a small London apartment filled with bolts of silk and French lace, a vision rooted in craftsmanship, timeless beauty, and soulful intention bloomed. Since that day, Catherine Deane has evolved into a global bridal brand with a heart-led mission: “To create a world where women feel beautiful and valued.”
As we celebrate this milestone, we reflect on the memories stitched into every gown, every fitting room moment, and every hand-embellished bodice. We honour the community that has grown around us, and we look forward to all that is yet to come!
How it all began
Though the Catherine Deane label officially launched in 2005, its roots reach even further. Catherine first explored her love of design and a lifelong fascination with the way clothing can transform how we feel, while growing up in a coastal town in South Africa.
“I’ve always been captivated by craftsmanship, by the poetry of fabric, and by the way beauty can speak to the soul,” Catherine shares. “Equally, I’ve held a deep passion for the business of fashion. The challenge of creating pieces that are emotionally resonant and commercially grounded in timeless wearability.”
What began as an eveningwear label soon pivoted towards bridal, sparked by a fateful showing at a New York trade fair in 2010. The BHLDN team, then an emerging bridal startup now known as Anthropologie Weddings, noticed the collection and requested that a few evening gowns be adapted into wedding dresses, and the rest was history!
“Something shifted and came alive for me,” Catherine recalls. “It wasn’t just about making a dress, but creating something meaningful, valuable, and timeless.”
Milestones and Memorable Moments
Over the last 20 years, our story has been defined by unforgettable moments and treasured partnerships.
From our very first flagship boutique in London, which we opened in 2012 and beautifully reimagined in 2024, to becoming stocked at luxury icons like Bergdorf Goodman and Neiman Marcus, we’ve watched the Catherine Deane name travel across continents, always guided by grace and integrity.
“Stocking at Bergdorf Goodman was a particularly significant milestone,” Catherine reflects. “A friend even gifted me the book Scatter My Ashes at Bergdorf’s! It felt like a beautiful nod to the journey of my design career.”
We shared our brand with our US brides and stockists at the Conclave in Houston, and we even set up shop in New York for a while. It's been a full and fulfilling journey connecting with our clients around the globe.
One of our most meaningful partnerships has been with The Unlimited Child, a South African NGO supporting early childhood development. A portion of each sale at Catherine Deane has been donated to this charity since 2010, and we look forward to adding to this meaningful cause in the years to come. Catherine notes that, “It was important to connect our brand to a powerful force for change and to be part of a greater solution by contributing to a brighter future for the beautiful country of South Africa, where inspiration first hit. It’s a place so close to my heart.”
Our latest adventure involved redesigning our London Boutique, the place our flagship bridal store has called home for all these years. Catherine worked with her dear friend and interior designer to reimagine the space into a tranquil haven where our bridal stylists help our brides find their dream wedding gowns overlooking the mesmerizing River Thames.
Then VS Now
Two Decades of Dressing the Modern Romantic Bride
We asked Cath to peek into the archives and extract some of her favorite designs from the past two decades. While the offering is varied, there is a common thread that runs through all her key bridal designs ~ a dash of vintage inspiration, floral meets geometric lines, and a love for effortless, modern romance.
Each gown is unique while speaking to design sensibility that is so uniquely Catherine Deane. Brides are encouraged to boldly be themselves while feeling and looking their very best in comfort and elegant ease. It comes as no surprise that some of these iconic gowns and bridal separates still form part of Our Favorites Bridal Collection and speak to the timeless elegance of their design. The Anya Top is perhaps our most loved piece of all time, and it’s easy to see why brides come back to this modern bridal staple time and time again.
A Gentle Thread: Our Journey to Sustainability
From the beginning, sustainability has been a quiet thread woven into our brand philosophy. Our bridal separates, designed for longevity and to be reworn, allow brides to create a bridal look that feels completely unique, and live beyond the wedding day.
“I was drawn to the idea of designing timeless pieces that transcend trends, reduce waste, and hold emotional longevity,” Catherine explains.
In 2020, we formalized our eco mission, and within two years, 40% of our collection was crafted from luxury recycled fabrics. Many of our linings now feature 60–100% recycled yarn, with internationally certified fibers sourced from trusted suppliers. It’s a step toward a more mindful future and one we’re deeply proud of.
Behind the seams: The Team Behind the Dream
Each and every Catherine Deane garment gets touched by many talented and loving hands. From our design and marketing team in Cape Town, to the awe-inspiring craft of the women who create our samples in our Hong Kong atelier, all the way to our team in London making our brides’ dreams come true in our London Boutique. It truly takes a village – a global one in our case, and we are grateful for everyone we get to work and collaborate with.
A Note from Catherine
“It’s been both a privilege and a challenge to serve as the custodian of this brand for the past 20 years. We’ve weathered many seasons, from exhilarating highs to uncertain lows. There were moments I questioned whether the business would survive, and others where we experienced incredible breakthroughs and growth.”
As we approach this milestone, it’s been a time of reflection, to release what no longer serves, and to embrace the parts of the business that are thriving, vibrant, and full of potential. I’m reminded not to lose sight of the truth that growth happens in the journey, through transformation, love, hardship, and even pain. My intention is to stay present and joyfully confident, trusting in God’s unfolding plan.”
Looking ahead, we are energised by what’s next! We have our sights set on launching our new website, exploring more global retail opportunities so as to bring CD to more brides, continuing to grow our wholesale partnerships with love, creativity, and care, and of course, helping our beautiful brides across the globe find ‘The One’.
Thank you for walking this journey with us ~ here’s 20 years of magic, and all the beauty still to come! To celebrate, we are gifting one lucky bride her entire bridal look during the month of July. Visit and follow us on Instagram for all the details!
With love,
The Catherine Deane Team
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