Sarah Houston Announces First Store in London, UK

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Wedding Gown Designer Sarah Houston is pleased to announce the first store in London, England to carry her collection of maternity bridal gowns.

The UK is a very important market to us and I wish to congratulate our newest store (Expectant Bride) for their vision and commitment to excellence in serving the needs of this unique segment of the bridal industry

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Toronto based fashion designer Sarah Houston is expanding outside North America to make her maternity bridal gowns available to the European market. The company has selected several EU based companies to partner with and the first to carry the Sarah Houston collection is a specialty bridal store in London called the Expectant Bride (

With upwards of 20% of women now expecting before they marry, maternity brides are making up a growing percentage of total brides. In the UK it is estimated that over 50% of women who marry are currently living with their significant other. In the US recent estimates suggest numbers greater than 60% of potential brides are in live-in relationships prior to marriage. Given these trends we forecast a strong and continuous growth for maternity bridal for many years to come.

Sarah Houston gowns are all made of imported Silks and Laces and many are hand embroidered and beaded in Swarovski crystals and pearls. Each dress is uniquely designed to flatter the ever changing shape of the maternity bride. “Until recently the selection and choices available to style conscious maternity brides was relatively limited,” states designer Sarah Houston. “Fortunately the expectant bride now has a new definition when it comes to appropriate attire for a wedding gown. They are in search of that special dress that reflects their unique personality and allows them to look and feel extraordinary on their special day,” claims Houston.

The guiding design principal of the Sarah Houston line was to create a portfolio of maternity wedding dresses that were fresh, elegant yet still feminine, made of silks that were not only comfortable but luxurious. These gowns combine luxurious textures by using fabrics like stretch Silks paired with Chiffons, English nettings teamed with custom designed Laces, hand made flowers and crystal beaded centers.

“The UK is a very important market to us and I wish to congratulate our newest store (Expectant Bride) for their vision and commitment to excellence in serving the needs of this unique segment of the bridal industry,” says Houston.

"We are absolutely delighted with the response from our clients to the Sarah Houston maternity bridal collection," said Tracey Wilkinson, owner of Expectant Bride in London, UK. "We started with an initial collection of 16 Sarah Houston gowns and we have had such a tremendous response that we have already placed our second order within our first 3 weeks. This gives us great confidence in our business model and we are excited about our ongoing business prospects with Sarah's couture line of maternity gowns," claims Wilkinson.

The new Sarah Houston 2008 gowns will be available later this year in the UK. This collection is called the Retours de Romance line and the gowns all exude a definite romantic theme.

This new collection will formally debut at the Gala Fashion Show on Oct. 20, 2007 in New York’s Waldorf Astoria Hotel as part of the Wedding Channel’s Couture Show.

For additional information on Sarah Houston’s line of dresses visit their website at:

About Sarah Houston Inc.:
Sarah Houston is a designer specializing in couture maternity bridal wear.

Sarah Houston Contact Information:
Email: info @
Tel: 1-800-221-6117


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Kimberly (Kim) Battle
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