Brides who want to make a showstopping statement when walking down the aisle turn to Pnina Tornai, whose sexy, bejeweled wedding creations are not for the faint of heart. The Israeli-born designer, familiar to viewers of the TLC series “Say Yes to the Dress,” is known for gowns with corseted, Swarovski crystal-studded bodices, plunging backs and tattoo lace that combine traditional and modern elements.
“My design aesthetic is fashion-forward and sexy. My customer is confident and knows what she wants,” Tornai said. “She likes to step out of the box a little bit and wants something truly one of a kind. Often my brides are looking for unique laces, intricate details and the ‘wow effect.’ I have perfected my corset construction over the years, and it’s something that truly sets my gowns apart from the rest.”
For Jewish brides who want something more modest, “I make customizations to raise the neckline, back, or add sleeves onto the gown,” she said.
Tornai’s couture creations start at $6,000 and can soar to as much as $50,000, but her Love by Pnina Tornai gowns cost between $2,400 and $5,100. They’re all showcased in her boutique at Kleinfeld Bridal in New York, at her Tel Aviv flagship store and at shops around the world. Family members are part of her company: Her husband is her business manager; her son is her graphic designer; a sister is her makeup artist; and she hopes her granddaughters will take over the business one day.
The oldest of four daughters of an Egyptian-Jewish father and a mother born in Tangier, Morocco, Tornai grew up in Kfar Saba, northeast of Tel Aviv. “The big families in the Sephardic culture, along with the big celebrations, are so grand and inspiring,” she said. “Huge weddings come with the territory of being a Sephardic Jew, so of course that influenced me.”
Tornai considers herself “a very spiritual person. I am observant and I am, overall, very proud to be a Jewish woman from Israel,” she said. “My Jewish identity is extremely important to me and influences my work immensely.”
A self-taught seamstress and designer, “I learned by taking apart my own dresses and then learning the construction,” Tornai said. “I used to design outfits for myself and my friends and realized that people really loved what I was doing. I was sewing ready-to-wear, but after having a dream about wedding gowns falling from the sky, I knew that God was calling me to change directions. It’s considered the biggest mitzvah in Judaism to make a bride happy on her wedding day. I love designing bridal because I feel like being a part of a bride’s big day is sacred.”
When Tornai first approached Kleinfeld about carrying her line in 2005, the store’s executives didn’t understand her aesthetic.
“The American bride was much more traditional. Israel always had sexier, more daring designs. I modified my designs slightly while still keeping that sexy touch, and the brides went crazy for them,” she said. “A few years ago, I received an award from the Israeli ambassador in New York for helping pave the way for other Israeli designers entering the
U.S. market.
“Brides want to celebrate their shapes and be sexy, and I think that is why Israeli designers are so successful today,” she added. “Tel Aviv is an environment that breeds creativity and entrepreneurship, which is why I love it so. But Israel is not Paris or Milan, where fashion is encrusted in the DNA. This has always made it more challenging for me to bring it out to the world.”
Being a part of “Say Yes to the Dress” has certainly increased awareness of the Tornai brand. “I am so blessed to have so many fans who watch the show and know my dresses by heart,” she said. “For now, the show is taking a break from filming, but we are gearing up for more episodes soon.”
Pnina Tornai collection. Photo by Alexander Lipkin
Tornai attributes her success to “staying true to my vision and never taking no for an answer. If I had let Kleinfeld tell me ‘No’ and didn’t insist that my designs be in the store, who knows how my life would be different?” she said. “I truly believe that if you have faith in yourself, others will have faith in you.”
Reflecting on her accomplishments, Tornai said she is “most proud of making thousands upon thousands of brides’ dreams come true. To know that I contributed to one of the most important days in a woman’s life is a blessing.”
Pnina Tornai’s Advice for Wedding Dress Shopping
Have a budget in mind and be honest with your consultant. You don’t want to fall in love with a gown and then not be able to purchase it.
Consider where and when the wedding is going to be. While I believe that you should wear whatever you desire on your wedding day, if traveling, you may want to choose a lighter gown.
While a bride should do her wedding gown research before her appointment, it is always a good idea to keep an open mind.
Once you find the gown, stop looking. You’ll only drive yourself crazy if you think there is something better out there.
Enjoy the process. This should be one of the best times of your life. Try not to stress about all the small details. At the end of the day, you are marrying the love of your life, and that is the most important part.
Read more from the 2018 Chuppah Edition here.
