Estelle Amore: New Vintage Bridal Destination
In Hueytown, Alabama, Estelle Straate is redefining the bridal experience with Estelle Amore, a vintage boutique set inside one of the town’s oldest homes. Image: Mary Fehr
There is something undeniably romantic about a wedding gown with a past. In a quiet corner of Hueytown, Alabama, that sentiment is beautifully brought to life by Estelle Straate, founder of Estelle Amore, a vintage bridal boutique tucked inside one of the town’s oldest homes. Estelle herself is currently restoring the home into EVERYTHING BUT just another new bridal shop. Always fabulous, glamorous, and endlessly lovable online, Estelle has created an entire universe where she finds, saves, restores, and rehomes some of the most incredible gowns for future brides.
When did you realize Estelle Amore was becoming more than a vintage resale business?
I began my business when I was 15 years old and worked for years, going to vintage markets and doing anything I could to grow. Looking back, there is a defining moment that really helped me start seeing success. I started making short videos on social media modeling dresses, and they quickly gained traction. The first video I ever posted with vintage wedding gowns went viral, and it really grew into an obsession after that.
What’s been your favorite thing about restoring the house to fit your shop? How about the most challenging?
My favorite part has definitely been the decorating. It’s rewarding to see everything come together with the paint colors, light fixtures, and furniture. The most challenging aspect of restoring a 130+ year-old home is uncovering more things to fix.
What’s something people are often surprised to learn about you?
A fun fact that most people don’t know, is I attended an international Business school in Spain. I had planned to grow my vintage business abroad, but I became homesick and moved back to Alabama.
You’ve said restoring these gowns became an obsession. What does the restoration process teach you about the women who wore these dresses first?
Restoring vintage gowns has taught me many things. One thing I love is finding little tokens, sewn into the dress, such as a bride’s “something blue.” I have found small bouquets of (faux) flowers, bows, and other trinkets of good luck still attached to the dress. These help preserve the stories of these dresses and the thought that went into creating and wearing them.
What is a common misconception people have about searching for vintage bridal looks?
I think the biggest misconception with vintage is the “delicate nature.” While there are cases where dresses are more fragile due to their age, most vintage gowns are in good condition and even better quality than what is available today. The materials and techniques used by seamstresses in decades past were of impeccable quality, as evidenced by the fact that these gowns still exist and are in beautiful condition 75 years later.
Can you share a specific restoration story you’ve facilitated with a bride and gown that carried a lot of history?
The most meaningful dress that comes to mind is Mrs. Patricia Huddleston’s wedding gown. She was crowned Miss Alabama in 1955 and later married Congressman James Martin. Together, they became a power couple in Alabama, and I was honored to restore this gown and help find the perfect bride who ended up being in Europe!
Can you briefly walk us through the most popular decades for vintage gowns and what people gravitate to from each era?
The most popular decades that I offer are the 1950s and 1970s. There is something so feminine about the fit-and-flare silhouettes of the 50s that just makes a woman feel so lovely. The 70s is another popular choice, especially if the bride is leaning more towards comfort, as the fabric tends to be more flowy, offering more mobility!
What do you hope this shop adds to the conversation about what kind of creative businesses can thrive in the South?
I hope this shop shows the Importance of specialized artisans and the revival of small businesses. It might feel out of place in our globalized world, but if you look closely in the community of Hueytown, there are many “mom and pop” shops, and I’m proud that these communities still exist. I hope we can preserve them.
What’s one bridal attire “rule” you love breaking?
I love wedding dresses that are unique and have interesting aspects, such as flowers or a pop of color like light blue or pink. It’s so fun when a bride is open to unique elements for a one-of-a-kind wedding dress!
With the opening of Estelle Amore on the horizon, paint us a picture of what you hope this shopping experience will feel and look like.
I’m so excited our storefront is in a historic home, and I hope that brides feel welcome and comfortable during their experience. I want the space to be like a hidden time capsule that transports you back through the decades.
What’s the best advice you’ve received and from whom?
Growing up, my granddad always told me, “If you love what you do, you’ll never work a day in your life.” I truly feel blessed to be living this out and working in my dream job.
LIGHTNING ROUND
Favorite “hidden gem” in Alabama? The Bright Star restaurant
Where do you love to shop in the South? Thrift stores and vintage markets
Three things you’re never caught without? Chapstick, sunglasses, and a pen
Your own day-to-day style in three words? Timeless, feminine, and comfortable
Go-to hostess gift to bring? Fresh flowers
Thanks, Estelle! Follow Estelle Amore on Instagram to stay in the loop about the new boutique opening and events.
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Zoe Yarborough
Zoe is a StyleBlueprint staff writer, Charlotte native, Washington & Lee graduate, and Nashville transplant of eleven years. She teaches Pilates, helps manage recording artists, and likes to "research" Germantown's food scene.