Meet Annette Horn of Lima

Today we’d like to introduce you to Annette Horn.

Hi Annette, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My dream began back in 1992, when I couldn’t afford a wedding dress—or even a wedding. My fiancé (now my husband of 32 years) and I were starting our life together with a pre-made family. My dream dress cost $400, which felt like a fortune at the time. I was in college, caring for my sick mother, raising my 5-year-old son, and taking care of my parents—all while being madly in love.

In the end, I didn’t get my dream dress, but I had something far more important: a beautiful wedding in 1993 surrounded by love.

After the wedding, I told my husband, Chris, “If I ever get a job that allows me to fund my own business, I want to open a bridal shop—so every girl can afford her dream dress.” I believed then, and still do now, that no parent or child should start their journey into marriage already in a financial hole. If I could be a small but positive part of someone else’s dream, then I would have succeeded in mine.

Fast forward to 2008. We were in a much better place financially—thanks to Ford Motor Company—and we decided to renew our vows. Chris told me, “Go get your wedding dress.” We invited ten couples to Tennessee, rented a lodge for a week, and had the vow renewal of our dreams.

Around that same time, I signed a contract to intern at the bridal shop where I had purchased my dress. I worked there on weekends for a year, learning the ins and outs of the business. Many years later, after marrying off our daughter and becoming empty nesters, Chris and I began seriously planning for the business.

One night over dinner, he presented me with a three-year business plan. He asked, “Can you sell six dresses a month?” I laughed and said, “I can sell six dresses a week!” He had laid everything out—financials and all—in hopes that we could build the business without relying on our jobs to bail it out. Then, he surprised me: he took me to a storefront he had leased for a year—for my birthday. The business would be called Annette Marie Bridal. He even designed the logo.

It was perfect.

From the start, I decided to create a private label brand, so I wouldn’t be tied down by external contracts. Business was good. After the first year, I expanded into bridesmaid dresses. But I quickly realized I needed to streamline—focus more on quality and work with fewer designers. I narrowed it down to my top four designers and let go of the rest.

Since then, I’ve moved into a larger, more visible location with higher foot traffic, which has allowed me to expand my offerings once again. Today, Annette Marie Bridal carries:
    •    Bridal gowns
    •    Evening wear
    •    Mother-of-the-bride/groom dresses

While I no longer carry a full bridesmaid line, I can have dresses manufactured for my brides if needed.

I work closely with my designers, always asking questions and continuing to learn. One thing I’m proud of is that my brides can create their own dresses. If a bride loves features from several different dresses, we can combine elements and design a one-of-a-kind gown—right in my shop, at a reasonable price.

No dress in my store is over $2,500.

And once a custom dress is created, I will not carry or order that exact design again, ensuring each bride gets something uniquely hers. Simple customizations—like adding lining to a sheer bodice, adding straps, satin buttons down the train, or switching from zipper to corset back—are always free of charge.

I also offer a layaway option to support brides with financial concerns:
40% down, 0% interest, up to 3 months before the wedding date.

My journey may have started without the dress of my dreams, but it led to a business built on love, affordability, and helping others celebrate their most meaningful day—with a dress that makes them feel like their most beautiful self.

We all face challenges, but looking back would you describe it as a relatively smooth road?
The road hasn’t always been smooth. Getting your name out there is far more challenging than it seems—especially in an industry where visibility is everything. Advertising is expensive, and while social media offers endless possibilities, it can also be overwhelming. There are so many platforms and strategies, and it’s difficult to know where to focus your time and energy for the best return.

When I told my husband I could sell six dresses a week, I truly believed it. And while some months prove that goal is possible, there are also months with little to no sales. It’s a reality of retail, especially in a niche market like bridal.

Bridal expos used to be a great way to connect with brides. Before COVID, these events were incredibly popular—every bride seemed to attend. But times have changed. Post-pandemic, attendance has dropped significantly, and expos are no longer the reliable marketing tool they once were.

Another challenge is competing with online giants like Amazon. Brides can now order dresses in multiple colors and sizes and have them delivered within days—with the option to return them. Meanwhile, most bridal shops, including mine, cannot offer returns due to the custom nature of the gowns. This makes it harder to compete on convenience alone.

When it comes to bridesmaids’ dresses, I also face limitations. As a small business, I can’t order in bulk like large retailers, which makes it harder to keep prices as low as companies like Amazon. And again, the instant gratification of fast shipping is hard to compete with when most special orders take weeks.

Despite these challenges, I continue to focus on what sets Annette Marie Bridal apart: personalized service, custom design options, and the kind of care that no online order or big box store can replicate.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’ve been employed at Ford Motor Company’s Lima Engine Plant for 29 years, and for the past 3 years, I’ve proudly been the founder and sole owner of Annette Marie Bridal.

Ford has not only helped me provide for my family, but also gave me the financial stability and support to pursue my lifelong dream of owning a bridal shop. For that, I’m deeply grateful.

As a romantic at heart, I find immense joy in being a part of my customers’ most cherished moments. Watching brides light up when they find the dress—and knowing I had a hand in making that moment possible—is something that brings me profound happiness.

Affordability is a cornerstone of my business, and it’s deeply personal. My passion stems from my own experience of not being able to afford the dress of my dreams when I married my husband. That memory drives me to ensure that every bride who walks through my doors has access to a beautiful, high-quality gown—without financial strain.

Do you have any advice for those looking to network or find a mentor?
I truly believe in the importance of finding mentors and looking up to those who inspire growth. My husband has been my number one mentor—his unwavering support, business mindset, and belief in my vision have been the backbone of my journey.

But I also believe we should have more than one mentor. I’ve been blessed to have several strong, knowledgeable individuals in my corner. I intentionally seek out leaders who challenge me, guide me, and help shape me into a better business owner and leader—so that one day, I can pay it forward and fill their shoes as they retire.

Currently, one of my strongest mentors is Tracie Sarno, owner of the Central District. Her leadership, experience, and insight have been incredibly valuable to me.

In this industry, networking is not just helpful—it’s essential. We need one another to succeed. I actively build relationships and collaborate with professionals across the wedding industry, including bakers, photographers, jewelers, and caterers. These connections not only strengthen my business but also allow me to better serve my brides by offering trusted referrals and a strong support network.

Pricing:

• Bridal: $250-$2500
• Mother of Bride/Groom: $250-400
• Evening Wear: $300-400
• Veils: $150-$400
• Lay A Way: 40% down with 0 % interest.

Contact Info:

• Website: https://AMBgown.com
• Instagram: @annette bridal
• Facebook: Annette Marie Bridal