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A Moment With 'Curvella Bridal'

ABIA meets Alex Jurgens, of this size-inclusive wedding dress boutique in Townsville, Queensland


Images courtesy Curvella Bridal

Weddings were already a big part of Alex Jurgens’ life when, in her role as a celebrant, she noticed that plus-size brides needed more wedding dress options in the North Queensland area.

“We started a curvy, plus-size store to fill the gap in the market, but quickly found out that smaller ladies faced similar challenges when shopping for gowns,” Alex explains. “So, we expanded.”

Curvella Bridal boutique, now takes a size-inclusive approach, catering to brides of all shapes with a wedding dress and accessory range that extends from Size 4 through to Size 34.

ABIA takes some time to browse the racks, and chat to Alex about her customers, her range and her favourite wedding dress designers.


Tell us about your business and bridal services?

We sell wedding gowns, formal dresses and debutante dresses ranging from Size 4 to Size 34.

How did you get started in the wedding industry?

I started seven years ago as a wedding celebrant and things grew from there. I saw a gap in the market for size-inclusive options for women.

Where are you based and what locations do you service?

Our store is in Townsville, but our customers come from all over North Queensland.


How did you get involved in bridal fashion?

When I first noticed the gap in the market as celebrant I opened a one-stop wedding shop, but Covid was a challenge, so I decided to focus on creating a size-inclusive wedding dress destination for brides of all shapes and sizes, where everyone could have a special experience choosing their wedding dress. I’m self-taught, and have learnt the ins and outs of bridal fashion over my seven years in the industry.

What made you decide to start Curvella Bridal?

We started as a curvy plus-size store, but quickly realised that smaller ladies faced similar challenges when shopping for gowns. So, we decided to go with a ‘size inclusive’ approach, which has been highly praised by our customers, and now offer sizes ranging from Size 4 to Size 34.


What trends are you seeing in bridal fashion at the moment?

Fashions do change, but at the moment the changing economy is driving a different trend. Most budgets have tightened, so having a good range of options to meet everyone’s needs is a big part of my focus.

Can brides highlight, or distract from, certain features with their choice of wedding gown?

This is a very individual thing. It depends on the bride and what she’s hoping to achieve. We can look at A-line silhouettes if a bride is wanting something to emphasise her waistline for instance.

All brides want to feel and look beautiful on their wedding day, so showing them how to accentuate features with accessories, and focus on parts of their body that they like, is all part of our specialty service.


Who are some of your preferred wedding dress designers, and why?

I love Tania Olsen because she’s an Australian wedding dress designer who creates beautiful gowns that are very affordable. Sophia Tolli is another Australian brand that I love supporting. Both these labels are size-inclusive, and their cuts are thoughtful and designed around different body shapes.

What has been your most memorable bridal fitting?

I haven’t really had one that I could pick out because they’re also very memorable.

We have so many very special moments that take place in our store, like when a bride finds ‘the dress’ or says to me, “I didn’t think I would be able to find a dress that makes me feel this beautiful”.


What makes your boutique different to other wedding dress stores?

I feel we have the largest size range, so each bride can come in and try on something that will fit her.

Do you form a special connection with some of your brides?

We are absolutely thrilled to have had the opportunity to dress countless stunning brides over the years. It is such a privilege for us to provide a service that not only meets, but exceeds, their expectations.

At our boutique we strive to form a genuine bond with each and every bride. We understand the dress shopping nerves and go above and beyond to calm them, and ensure that our brides feel confident and empowered during their in-store experience.

Our online reviews reflect this, and that feedback speaks volumes about the experience we offer. We are so grateful to play a part in making our brides’ dreams come true — love knows no size, and we celebrate ever bride, every shape and every style.


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