Union Bridal brings fresh wedding fashion to Gastown
If there’s one thing a bride doesn’t want to be on her wedding day, it’s basic.
But when Emily Milardo and Sarah Frood set out to find bridal gowns for their wedding days that weren’t the average, runof-the-mill oversized creations covered in tulle, they found themselves coming up short.
So, rather than wear a wedding dress that didn’t fit their personal style, they set out to curate a collection of non-traditional gowns that would be available to brides in a modern, uber-cool boutique space. And Union Bridal was born.
Celebrating the recent launch of their Gastown shop, the cofounders talk about branching out, breaking tradition and being there for brides on their big day. Q When and why did you open Union bridal boutique?
Milardo We each came up with the idea of opening a bridal boutique after struggling to find our own wedding gowns just two years ago. At the time, the bridal industry in Vancouver was pretty traditional and both of us found it hard to find a gown that was reflective of our own personal styles, and that would fit in with the landscape of the West Coast. Meanwhile, the wedding industry worldwide was starting to see a trend toward non-traditional weddings, and more and more options for the modern bride. After extensive research and a test run with a one week pop-up shop in March of 2015, we joined forces to open our permanent space in November 2015.
Q Did either of you have a background in bridal wear or planning? Or even owning a boutique? Or did you just jump into it?
Frood We both jumped into it. Emily had been working in advertising and marketing, and I had just finished my master’s and was working as a ski coach. Both of us had a love for design and fashion and it just seemed like the bridal industry was ready for some new creative energy. We’d both been researching the idea independently for over a year before we opened, and had reached out to other wedding industry creatives.
Q What have been some of the challenges you’ve faced getting into the bridal boutique business?
Frood It’s always challenging coming into the market with something new and different, especially in an industry that’s filled with tradition. One of our biggest challenges has been getting brides comfortable with the idea that a wedding dress doesn’t have to be a ball gown.
Q What are your favourite elements of running a bridal boutique?
Milardo Hands down, it is working with our brides from their initial vision for their wedding, to seeing the images from their wedding days. It truly is an honour to play a tiny little role in one of the best days of people’s lives. It’s also incredibly rewarding to hear our clients’ feedback on our experience, and how relaxed they feel after an appointment with us.
Q How would you describe the esthetic of the store?
Frood Our esthetic is modern minimalist with a boho edge. In one of Vancouver’s oldest buildings, the studio is filled with light, heritage character, Scandinavianinspired decor and good vibes. Our studio is designed to not only make the dress shopping experience as fun and comfortable as possible, but to give our brides a private, intimate and memorable fitting experience.
Q What can shoppers expect to find in-store?
Milardo Our studio is appointment-only so our clients get our undivided attention. Our gowns are very carefully curated to best represent our bride — from modern to romantic to bohemian, we try to ensure that every bride finds something expressively her own. Our independent designers source only the finest materials to produce their collections in their own locally run studios. Our current wedding gown designers include Rue De Seine, Anais Anette, Houghton, A La Robe, Alexandra Grecco, Katie May and Daughters of Simone. We also carry accessories from Luna Bea, Melinda Rose, and Jaclyn Jordan.