Tracey Soar, 45, owner of Mystique Couture, Hale's Yard, was the inspiration behind the wedding gowns of a generation of local brides, as well as the creator of the outfit for the town's Carnival Queen.

She died unexpectedly on Saturday with a blood clot on the lung.

Karin Wimshurst, 62, who founded Diss Antiques with husband, Brian, and the Baby Den childrenswear shop, died last Thursday at her Roydon home after a seven-year battle with cancer.

Diss mayor Jane Trippett-Jones paid tribute to both women as members of the business and town community and sent her condolences to their families.

She said she was shocked and saddened by the news of Miss Soar's premature death.

"Tracey was a wonderfully warm person. Her support of Diss Carnival was there from the outset and she was a member of the committee.

"From a personal, family perspective she was an important milestone in our lives. She made my daughter Sarah's wedding and bridesmaid dresses and was extremely kind and helpful to all."

Miss Soar, who opened Mystique in 1998, was also a passionate equestrian, and she and friend Louise Nevard set up the Bressingham Charity Horse Show in 2008, raising £5,000 for charity in two years.

She lived at Poplar Farm, Bressingham, with her parents Peter and Rita Soar, and also leaves a brother Andrew, his wife Joy, a fellow equestrian, a sister Gail, and her husband Pete, and two nieces, Rozie and Isobel.

Miss Soar's sister Gail Arnold said: "She'll leave a gap in many people's lives. My parents and all of us are going to miss her presence every day."

Mrs Arnold said her sister, who attended Bressingham Primary School and Diss Grammar School, studied at art college and then worked in the dressmaking business.

"She was self-taught," she said. "My mum said she had a gift for designing and making people's ideas come to reality. It is so tragic because Tracey was so full of life and plans for the future."

Louise Nevard said everyone who knew Miss Soar was devastated. "She was just so full of laughter and smiles. She was so supportive and the ultimate true friend."

A private family cremation will be held next week and a thanksgiving service in Bressingham Church the week after.

Karin Wimshurst's family said she had "touched the hearts of so many and will be deeply missed by family and friends".

Her son, Morten Wimshurst said his Danish mother came to the UK as an au pair, marrying his father, Brian, in 1967. They had two sons, Morten and Kristian.

"My parents did many things, including raising cattle and running the Nutshell Pub in Bury St Edmunds," he said. "They opened Diss Antiques in 1972 and in 1993 Baby Den was established and sold in 2007."

Kristian runs Diss Antiques and his father is still active in the business.

Morten said: "Mum had lots of interests.