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Having struggled to find a wedding dress that matched her vision, Johanna Jonsson started designing and making the dress herself which initiated the idea of the Jo Malin label.

With an artistic approach and obsession of quality and fit, all gowns are designed and attentively finished by hand at our studio in Cape town, South Africa, voted the capital of design in 2014 where a unique diversity of cultures has laid the foundation to our commitment to make unique & affordable bridal wear available to all.

Jo’s creativity can now be enjoyed in person at her studio in Cape Town, and a limited collection of made-to-order gowns and accessories are available from the online shop.


Born in 1983 in Lund, Sweden, her mother and grandmother inspired and contributed to her understanding of handicrafts and textile work as a young child. Already at the age of 8 she started to work on the sewing machine to create attire for her toys. For her final year at Art College she worked with a theatre production to produce stage costumes which gave her the confidence to design and make her own graduation gown, and later to buy and alter vintage clothes in London. In 2004, she deepened her understanding of the industry at London School of Fashion, and went on to start her first label in 2005.

Having left the big city in favour of yoga and travelling the world, her love for fashion was reignited during her personal bridal journey when she found a deep sense of fulfillment in the process of designing her own wedding gown and flower girl dresses. Immediately after the wedding she started to work on new designs, including a wedding dress for her Maid of Honor – and never looked back.
Since 2017 she has been dressing women of all ages, nationalities and creeds in her studio, making sure that each garment fits her clients body, vision and personality.

Never ceasing to stay connected and seek inspiration from real brides for her designs, Jo continues to guide brides through her wedding blog.