A BRIDALWEAR shop in Old Town is supporting a Swindon charity that helps bereaved parents who have had miscarriages and stillbirths.

Trousseaux Bridal's windows face onto Devizes Road and are covered in blue and pink ribbons with names of babies born over the last year that did not survive their first few days.

Swindon SANDS co-chair Steph Hobbs asked good friend and shop manager Vicki Crocker to create this touching tribute which promotes Baby Loss Awareness Week.

They hope to make something positive out of a difficult and sensitive subject as well as break the taboo of talking openly about an experience that one in four women go through.

SANDS will be reading out the names of more than 120 babies during a memorial service it holds annually at Kingsdown Crematorium on Sunday.

Steph received seven more names for the list during the half an hour the Adver spent speaking to her and Vicki.

Steph added: "These are just from the people we help who want to share that information, there are many more who want to keep it private, it affects so many.

"You never know what it's like until it happens, then you wouldn't wish it on your worst enemy."

Vicki said: "I was quite emotional putting the ribbons on, thinking that each one was a baby and had a family and doctors and nurses who were all deeply affected by what happened.

"It stops them becoming a statistic. The more awareness and money it raises the better, we want it to stop being a taboo subject. We'll keep adding to the window, I don't mind if you can't even see the dresses, this message is more important."

Both of them have had experiences with loss - Steph's son Timothy died at birth four years ago and she had three miscarriages, while Vicki had an ectopic pregnancy - and have gone on to have more children.

Vicki added: "I make a point of talking about Timothy whenever I see Steph. People are often scared to bring that up or don't know what to say but ignoring it can be worse."

Charities around the world will light a candle at 7pm on October 15 to spread a wave of light across the globe in memory of lost little ones.

Anyone who wishes to have their baby's name added to the window display can visit the shop, message its social media pages or call Vicki on 01793 724578.

To seek help from or donate to SANDS, call 07425 291123 or email support.swindon@sands.org.uk