Tag Archives: danielle maddox

Fall/Winter 2014 Collection is HERE!

My apologies for not having a chance to post that super cool thing I was supposed to share last week. I didn’t have the opportunity to get in here, because I was working on getting something else together – namely … this:


It’s LIVE. And ohmigod, I am NERVOUS this time around. I mean, I’m always very nervous when I release a collection, to be honest, but I’m living through this one right now, so it feels like the MOST nervous I’ve ever been, even though I know that’s completely not true. Uuuugggh. I’m giving myself high blood pressure and everything.

Just kidding, you guys, obviously I’m just sitting here with a glass of champagne, taking selfies and laughing at the world.

Anyway …

Please take a moment to check out the full Fall 2014 collection – it’s got tons of lace and silk and a shimmer of gold – and don’t miss my new “Little Blue Bow” collection, which is … ALL CUSTOM. Exciting, right??

I’ll be back soon to give you lots of details about both collections, but right now I have to go calm myself the eff down.

P.S. I love you guys. A LOT. It feels good to know I can come here and give you high fives and forget about my responsibilities and potential failures.




[Photographer: Billy Rood; Hair/Makeup: Bridal Beauty Chicago; Model: Danielle Maddox]


Filed under MADE IT

Behind the Scenes

I survived the lunatic weeks leading up to the photo shoot, and in the end, it was a-maaaaz-ing. If you follow me on Instagram, you saw these like five days ago, but here they are for the rest of you.

P.S. Why aren’t you guys following me on Instagram? *tear*

Anyway …


bridal photo shoot _ billy rood for veronica sheaffer _ model danielle maddox


bridal photo shoot _ behind the scenes _ model danielle maddox

Florals by Bottle and Branch. Dope.

bottle and branch _ chamomile daisy bouquet


behind the scenes bridal photo shoot _ billy rood for veronica sheaffer _ model danielle maddoxAnd … I got the proofs back yesterday. Prepare to lose your minds. I’m just saying. I’ve lost mine a few times already. I think these are my favorite EVER. I mean, I’m always freaking out, I know, but it’s serious this time. So, SO good.

High fives and hugs to the Dream Team: photographer Billy Rood and his assistant Luhrs Heldrich, Hair/Makeup by Bridal Beauty Chicago and the gorgeous model Danielle Maddox. I could not wish for a more amazing group of people. I MEAN IT. Also, a million hugs and kisses to my mom for spending the day chasing Poppy, and forever thank you to Sweet Stuff over here for helping me plow through the last week, and for buying me such a pretty house.

***Runway show update***

Okay, so the first-tier tickets are completely sold out. WHA? I know. But there are tons of second- and third-tier tickets still available. Yes they’re more expensive, BUT did you know that those tickets are eligible for a couple of insane raffles? The prizes are a free makeup service from Makeup by Jo (um, awfully handy for your wedding day, no? or for your next fancy night out.) AND a day-of wedding coordination package from Sebastian Events. Your chances are really good for winning either, because there’s a strict cap on tickets, and both prizes are worth way more than the price of a ticket. Yeah, I’ll let that sink in a second. Now go get your tickets!



Spring 2014 Collection: Sneak Peek!

Ohmigosh, you guys, babies take up so much time. Waaah. Never getting anything done ever again. Although … I have been getting something pretty major done, and it’s magnificent. I can’t wait to tell you about it! But I’m a little superstitious about sharing really amazing stuff before it’s a done deal, so we’ll talk about that later. Just know: IT’S AMAZING.

It’s not another baby.

I’ve also been working on the next collection – another reason for lots of excitement around here. We did the photo shoot last week, and … YES. I am so lucky to be surrounded by such truly talented people. Take a look at these super fun behind-the-scenes shots that I took:

Veronica Sheaffer Bridal 2014 Collection Sneak Peek

Pretty! I mean, these are just MY photos – wait until you see Billy Rood’s amazing photography! I was really inspired by the ’60s for this collection, and we went for a sort of late-60s/early-70s saturated tone for this campaign. I love it SO MUCH. Doesn’t Danielle look like a french movie star? Also, balloons are way more fun than I ever remember them being as a kid. Go get yourself some.

Be sure to keep an eye out for the full reveal, which will happen soon  -  I can’t wait to show you these dresses!

[Model: Danielle Maddox; Hair/Makeup: Bridal Beauty Chicago]



Announcing Spring 2012 Collection

So . . . if you follow me on Facebook or Twitter or get the email updates, this is old news for you, but for all of you who prefer a good old-fashioned article, here’s my official blog announcement!

Veronica Sheaffer Spring 12 Bridal Trellis Dress

Oh I’m sorry, did I just break your heart to pieces?  Can you get over this amazing image by Billy Rood and that gorgeous model Danielle Maddox?  I. CAN. NOT.  And the dress ain’t chopped liver either, am I right?

Veronica Sheaffer Spring 2012 Collection tea length wedding dress organza

Can you stand it?  TOO. CUTE.  And here’s some more, since I seriously cannot narrow this down to just a couple – I’m tempted to make one mammoth post – there should be billboards of these amazing images!

Veronica Sheaffer spring 2012 collection silk voile gown Hyacinth

Veronica Sheaffer spring 2012 collection tea length weddng dress Iris

Can you believe this is where my family watches tv?  Please be sure to check out the entire collection on my website - I’m super proud and excited to show you everything!  In the coming weeks, I’ll be featuring the pieces individually here with a little background and more info about each one, because there’s a lot going on that you just can’t see in pictures, and even some stuff that you don’t know until you get your hands on them.  Speaking of which . . .

I’m sure you’re all curious about my sales at Market and where you can go to try these on in your neck of the woods, and the truth is . . . nowhere yet.  I’ve got quite a few boutiques who are very interested, but it’s hard taking a chance on a new designer in this crummy economy.  These gowns are an investment for store-owners and they need to know their stock will sell.  From where I stand, I am THRILLED.  There are boutiques I’ve had my eye on for quite some time who I think I’ll be working with in the future, but I know that’s no good for you brides out there now.  So, in the meantime, you can always come to me in Chicago, but I also recommend contacting your local boutiques and telling them you want to see the Veronica Sheaffer line in their stores.  Even if they don’t have the budget for a new line, trunk shows are always a possibility, and if they know there are brides looking for this stuff (like I do – I email with you all of the time!), they’re very likely to set something up.  I’m working hard to get these out to you, I promise, but I know if we all work together it will happen very soon! xo

P.S. Southern Weddings Magazine included me in their Market recap today!

[Images by Billy Rood]



It Doesn’t Get Eddie Vedder Than This*

So, let’s talk about how amazing everything is, shall we?  As you know, the photo shoot was on Friday.  Holy WHAT Ohmigod BLEAH!  That was me throwing up from complete happiness overload.  Seriously.  Dudes.  DUDES.  DUDES!!  How did I get to be the luckiest a$$hole in the world?  Let’s do a rundown . . .

1. Billy Rood (who also photographed the fall collection) broke my heart all over the place.  It’s official.  It’s completely broken.  My heart aches for these photos.  I’m going to squeeze you to death, Billy Rood, and your assistants Eric and Arianna (sp?).  All three of you.  Death by squeezing.

2. Danielle Maddox, model extraordinaire, is too pretty for words.  It is official and done, I have sealed the envelope, she is the prettiest and sweetest and the most AMAZING model.  I thought of her while I was designing this collection and I was SO RIGHT – she was perfect in every single look.

3. Krystyn and Samara, the ladies of Bridal Beauty Chicago, I don’t even know what to say to you two.  How did you get to be so talented and AWESOME?  And why are you so dang nice to me?  I hope it lasts forever because I LOVE YOU.  *ehem* And these ladies do bridal hair and makeup, p.s – call them now!

4. There is a house in Sandwich, IL (my hometown).  Ohmigod, this house.  It’s amazing.  And the guy who owns it was super nice and allowed a bunch of strange city types to traipse all over his porch and yard for the shoot.  Yeah.  I’m so dang lucky.

5. My parents also have an amazing house in Sandwich and they are beyond nice to me.  I’m luckiest of all to have them there to take care of me.  And also because they have this room in their house:

I grabbed that from Billy’s tumblr.  Yeah.  This is gonna be major.

*I totally stole that title from my friend Majel (who was also my hair stylist until she moved to CA).  She says “Eddie Vedder” instead of “any better” and it makes me laugh and laugh . . .




So . . . the launch last night was super amazing and I could not have been any happier.  Such a wonderful night.  Thank you SO MUCH to everyone who came out to celebrate with me and for all of the sweet notes here and the flowers (!) – it was a truly special moment in my life.  And I got to meet some of you sweet readers, which was AWESOME!  I’m so happy to finally put your cutie-pie faces to names and we’re all best friends now, ‘kay?  And for all of you who live so far away . . . here it is . . . my bridal line . . . Veronica Sheaffer, Fall 2011 collection:

veronica sheaffer bridal wedding gowns autumn fall 2011

veronica sheaffer bridal gowns accessories autumn fall 2011

veronica sheaffer bridal autumn fall 2011

veronica sheaffer bridal fall autumn 2011 veil
Want to see more?  I hope so!  The new website JUST WENT LIVE!  Please go check it out! And please let me know what you think.  You’ve really been on this journey with me and I feel like we all share it together.  So I want you to be happy.  In the coming days/weeks I’ll tell you a little bit more about each of the pieces and soon the online shop will open as well!

And how amazing are these photos, by the way?  The photographer Billy Rood, Krystyn and Samara at Bridal Beauty Chicago and models Danielle Maddox, Ruth Barabe, Erin Gipson and Eve Rydberg were all TRULY wonderful to work with and really made the collection come to life.  Thank you so much, all of you!

And I’ll have pictures from the launch party soon, which I will of course share with you.  Stay tuned – lots of fun stuff happening here!

[Images by Billy Rood]