By Shaundra Selvaggi

As the previous owner of Designer’s House of Fashion, a traditional clothing store in Toronto, Pauline Robinson witnessed first hand the neglect faced by plus-sized women in the fashion industry.  Many of the boutique’s curvier patrons noted the lack of options available beyond size 12.  Pauline herself was a “victim” of this oversight.

“Regular sizes 7, 8, 5 and 6 were just so easy to find, and I found I had to travel out of the country to get [clothing] in the plus sizes. I thought, my next store opening will definitely target that market.”

Backed by the encouragement of her husband Winston Robinson, Pauline opened the first Curvaceous Styles in Brampton in 2006 with a vision to empower women through superior customer service experience.

It was a vision Pauline was able to share with daughter Rennae, a student of fashion merchandising management.  The two had always discussed the possiblity of managing a location and the opportunity came with the opening of the newest store at Bramalea City Centre in June 2009.

Pauline, left, and Rennae, right

“I enjoy working in the business.  I enjoy working with people, and I enjoy giving exceptional customer service.  It’s just kind of up my alley,” Rennae says.

Pauline and Rennae agree that customer service is what sets them apart from competitors. Pauline explains that there are no salespeople at Curvaceous Styles, only consultants.

“One of the things we do is consultation,” Pauline says. “We identify the customer’s need as to the where, when and what they want to wear. Having that answered, we can [begin to] fill that need.  And we follow our customer from the beginning to end.  Service is most important to us.

Rennae says Curvaceous Styles’ large selection of evening wear is a draw for many customers.  ”We have a lot of pieces that you can actually wear to a wedding, you can go to a ball or a baptism in.  I think the majority of our customers these days come in for the evening [apparel].”

Both say many customers come in to Curvaceous Styles feeling self-conscious about their weight or having had a negative experience at other establishments where the plus size section, if there is one, is off in a corner with little or no acknowledgement.

“We’ve built an emporium to accommodate the neglected curvy woman. They’re in their own environment and feeling at ease.  They can say, ‘I don’t have to worry.  I’m definitely going to find what I want here and I’m not going to be looked down upon.  I’ll be looked upon,” Pauline says.

Rennae adds, “We try to teach them confidence.  We want them to feel good about themselves.”

And the best tip for those looking to start up a business of their own–Create a niche by targeting a specific market.

“It’s not an easy thing to get into business right now.  In order for you to really survive, you have to fill a need.  If you do that and stay focused, you will succeed.”

Ladies can shop at Curvaceous Styles in Brampton at Shopper’s World or Bramalea City Centre.  Check out the latest fashions online at www.curvaceousstyles.com.

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