Everything at Sash & Bustle is about simplicity -The urban loft space is paired down and decorated in a neutral grey and white palette

Toronto’s newest bridal boutique has opened for business and rather than being a one shop fits all, owner and creative director, Cynthia Martyn, has set herself a ‘loft’y mandate – to, as she says: “fill in the gaps” in Toronto, and Canada’s dress market. Though the vision began with a modern ‘bridesmaids only’ mandate, Martyn has already expanded her vision to include alternative wedding dresses.

As an established wedding planner – Martyn left the corporate world years ago, burned out and looking for a fresh start, she planned a trip around the world but got sidetracked when she launched  Cynthia Martyn Events and immediately started getting work – she’s had the perfect vantage point from which to observe the wedding industry and to see what brides have the most trouble sourcing.

Martyn at Sash & Bustle

Martyn has built a fantastic range of bridesmaids dresses from Lynn Lugo, Coren Moore and Kathlin Argiro (Saja Wedding’s bridesmaids and wedding dress collection is due in the shop by December). Drawn to atypical cuts and a range of fabrics from cotton to seersucker to silk, Martyn has chosen from the collections carefully, to appeal to a wide range of tastes, and suit the gamut of body shapes without overwhelming her clientele with too many options.

Sash & Bustle's bridesmaid gowns are arranged by colour, rather than designer which means the various patterns and fabrics jump out and the wall of dresses adds an incredible punch of colour to the space.

A ring pillow from Maihar Design- part of a carefully selected collection of gifts and wedding accessories

In her work as a planner, Martyn is seeing more and more city hall and backyard weddings with smaller receptions. When she showed me her edited bridal collection (it will consist of no more than 30 dresses when complete) it was the sleek silhouettes, trumpet skirts and silk crepe that she hovered over, as well as the unique details, such as Stephanie James’ 42 different petticoat colours for her Audrey dress. While James’ dresses have an indie appeal, the majority of Martyn’s gowns are for the understated look – “wanting that pop with a carefully selected piece of jewellery or hair piece,” she says. She loves that most of her dresses offer pockets, which, she says, allows a bride to feel more secure and a little more casual. The early December arrival of Saja Wedding collection will complete the selection with eight “dreamy dresses,” according to Martyn, who finds it funny and ironic that in her entire collection there isn’t a bustle to be found.

Over the next few months accessories will also arrive at the store  – you’ll find everything from hair ornaments and handbags to a flowergirl’s ultimate dream: a flower wand, and a custom collection of jewellery from Sweet Rox. Sash & Bustle might not have been planned as a one stop shop, but for a growing number of brides who aren’t looking for a big white dress, the edited collections, calm environment and growing range of items, the loft will likely become a highly trafficked destination!

Photographs: Rebecca Wood/Rebecca Wood Photography, Cynthia Martyn’s makeup: Carla Naylor/FacesbyCarla