Designing isn’t just a job – it is her passion, her form of self-expression, and the place where she felt most like herself
It’s not every day you meet a bridal designer who holds a degree in Theology and spent five years working in an abortion and drug rehabilitation center. But Elizemarie Heathcote is not your typical designer. Her journey into the world of fashion is anything but linear and that’s exactly what makes her story and her work so unforgettable.
Despite her time spent studying Human Resources and Psychology, and serving in emotionally intense environments, Elizemarie always felt a quiet pull toward fashion. “I believe this path chose me,” she reflects. It was during a life-altering moment in her studies that she realised “what other people expect of me will not make me happy”. That epiphany would become the spark that changed everything.
One day she pulled over in Second Avenue and started searching: “fashion designers in Bloemfontein.” To her surprise, many were looking for interns at the time. She approached one and simply said: “I just want to learn.”
Three months later, that very designer went overseas and Elizemarie made a bold decision to buy the business and the machinery. It was the beginning of a new chapter, one stitched with risk, passion, and purpose.
Her first gown? A silk wedding dress. Not long after, she became a sponsor for the university’s coronation ball. The following year, she won an award for the best matric dance dress which she says was a full-circle moment, beating designers she once dreamed of working for. “I decided to do my own thing,” she says.
Now years into her career, Elizemarie has found her stride and built a name for herself based on authenticity, intention, and deep connection. “To this day, I still carry the grace I was given back then” she shares. “I’ve learned that truly understanding people starts with listening to their hopes, their desires and their hearts. I offer guidance when needed, but more than anything, I just listen.”
That ability to listen is what sets her apart. Brides don’t come to her looking for copies of Pinterest gowns but rather come to her because they’re drawn to her style, her aesthetic, and the emotion she brings to every piece. She takes the time to truly understand each woman who walks through her studio doors, spending hours exploring not just the vision, but the feeling the bride wants to embody.
Her gowns are works of art, stitched not just with thread but with heart. Every bead is hand-sewn by Elizemarie herself, and every dress carries her signature which is a delicate golden thread, a subtle mark of beauty, intention, and individuality. “No two gowns are ever the same,” she says. “That uniqueness is the heart of what makes them unforgettable.”
Her most rewarding moments in this industry is when a bride walks out of her studio with her gown in hand and says: “This is more than I expected.” Or when someone rediscovers a part of themselves in the design process. “That’s when I know I’m doing more than making dresses I’m helping women see themselves fully, sometimes for the first time.”
While many designers dream of celebrity clients, Elizemarie’s dream is rooted in something more profound. “I want to design for women with purpose, women who are driven, who lead with heart, and who are out there changing the world in their own way.” For her, creating for these women means creating something lasting, meaningful, and deeply personal.
Her advice to brides is simple: Stay true to yourself.
“You know what you like,” she says. “Don’t feel pressured to try styles that don’t feel like you. You know your body, and the most beautiful gown will always be the one that stays true to who you are.”
In a world that often demands more, Elizemarie Heathcote is a quiet force, designing not just dresses, but moments of truth, grace, and timeless beauty.
Compiled by SAZLY MOSES Photographs: GYPSEENIA LION
