Specialists in motherhood “gowns”
Thursday, May 31st, 2007Sarah Houston sees not anything but opportunity. Houston’s Toronto based bridal brand specialists in motherhood gowns.
Houston believes that there is one in five women are pregnant on her wedding day. In England, where her business has gone, Houston says “the figure is as high as 40 per cent. She also sells to five stores in the U.S. and Dina Alonzi in Toronto”.
Many women today live with their partners before they marry and they feel the clock jiffy, observes Houston. “They are planning a family anyway, so they aren’t as careful as they otherwise might be.”
Houston started her bridal business five years ago, when her child’s becomes senior, she was stitching cloths for herself, childrens and friends as a hobby.
“Then about two years ago there were more and more brides coming to me who were already pregnant,” she says. “These women were beside themselves because most of what was available to them were polyester tents. The stores wanted to sell them a dress that was two or three sizes too big and then alter it.”
One new plan is to give a shopping knowledge and to that end TNT Blu has opened a project room at its Hazelton Lanes store. The first is Saltbox, a beach house by Parsons Design student Ely Assaraf. The art, photography and fashions are all for sale.
Houston offers hopeful brides the same fabrics and details in couture bridal gowns silk, chiffon or charmeuse, handmade flowers, Swarovski crystal beading and covered or pearl buttons. Houston also makes a measurement system based on weeks of pregnancy so she can calculate a bride’s shape on the great day.
















