How this whimsical Utah dress shop captured the world’s attention, with ethereal gowns in nearly every size

JessaKae’s imaginative and inclusive brand launched nearly 10 years ago and has since grown a large, loyal following.

(Bethany Baker | The Salt Lake Tribune) JessaKae Kinderknecht, owner and CEO of the dress brand JessaKae, looks at potential designs for upcoming collections at her store in Bluffdale on Monday, Dec. 1, 2025.