About Us

Shelley’s Story

Co-Founder of Cult of Curves

I never imagined I’d be here, telling this story.

Not long ago, I was living in a hostel. I’d just come out of a broken, unhappy marriage, and I was carrying years of mental health struggles, low self-worth, and a version of myself I didn’t even recognise anymore. I’d lost confidence, identity, direction—everything. I was miserable.
But deep down, I knew I wanted more.

Fashion had always been a love of mine—but as a plus-size woman, it often felt like fashion didn’t love me back. The clothes I wanted simply didn’t exist. I couldn’t find anything that felt like me—loud, proud, bohemian, and unapologetically feminine.

Then came Emma. My best friend, my soulmate, my twin flame and my rock. She already had her own business—a florist she built alone with grit and talent—and together we launched a small food business to survive and rebuild our lives alongside the florist. But as two creative souls and women with entrepreneurial fire, we couldn’t ignore the calling to do something bigger.

That’s how Cult of Curves was born.

We started with the hope that we could source gorgeous, size-inclusive bohemian fashion to resell. We wanted to bring you ready-made collections that screamed freedom, power, and personality. But we quickly realised something that honestly broke our hearts a little:

Those clothes don’t exist.

Not in the way they should. Not in sizes that truly include everyone. Not with the boldness, beauty, or raw feminine energy that we envisioned. Yes, we’ve pulled together a small collection—but it’s not where we want it to be. Not yet.

So we’ve made a big decision:
We’re starting from the bottom up.

We’re going all in.
Self-funding. Self-teaching. Self-believing.

We are our own investors, our own biggest supporters, and we are committed to building this dream from scratch. We know this will be something special. We know women like you have been waiting for something real, raw, and radically inclusive.
And we’re not afraid to do the work to get it there.

We’re creating Cult of Curves not just as a brand, but as a movement—a space for women who have felt left out of fashion for far too long. Every piece we create will reflect real bodies, real beauty, and a real desire to feel powerful in your own skin.

We ask just three things:
Join us. Support us. Grow with us.

Spread the word. Share the dream. Tell your sisters, your friends, your people.
And if you’ve got an idea, a contact, a spark of magic that could help fast-track our growth—please get in touch.

We are building this for you.
And one thing’s for sure:
We’re not stopping. We don’t stop.

We are busy creating, learning, designing, and becoming.
And what we’re building?
It’s bold. It’s beautiful.
It’s for you.

Join the Cult. Drape in Defiance.

With love and fire,
Shelley x
Co-founder, Cult of Curves 🖤

Emma’s Story

Co-Founder of Cult of Curves

I’ve always been drawn to beauty—the kind you create with your hands and feel in your chest. I became a florist at seventeen, and for as long as I can remember, flowers have been my way of bringing calm into chaos. Creating something from nothing gave me purpose. It still does.

Over the years, I built my florist business from the ground up. It was never easy—but it was mine. A reflection of my growth, my resilience, and the decision to carve out a different life. Like many women, I’ve come through hard chapters. Relationships that dimmed my light. Choices I wish I could undo. But everything led me here, and I carry no shame in that—only lessons.

By the time the business started to grow, I was stretched thin. I loved what I was doing, but I was doing it alone—and it was exhausting. I didn’t need an employee as much as I needed a teammate.

Then an email landed in my inbox—from Shelley.
She offered to volunteer her time. I didn’t know her, but something about her message felt… right.

That one email changed everything.

When Shelley walked into the shop, she brought more than just support—she brought heart. She saw things in me I hadn’t seen in myself for a long time: strength, possibility, potential.

And I saw the same in her.

Our friendship grew naturally—quietly powerful. There was no big moment, just a steady realisation that we were better together. That our values aligned. That our paths had somehow always been leading to the same place.

We worked side by side, first in flowers, then food, and eventually we dared to dream bigger. We shared a frustration with fashion—both of us having felt invisible in a world that rarely celebrates plus-size bodies, let alone honours them. We didn’t just want to wear nice clothes. We wanted to feel seen in them. Expressed. Beautiful. Free.

And so Cult of Curves began—not as a perfect plan, but as a calling we couldn’t ignore.

At first, we hoped to curate collections from existing brands. But we quickly discovered the truth: what we were searching for simply didn’t exist. Not with the boldness, inclusivity, and soul we were craving.

So we decided to create it ourselves.

No investors. No fancy backing. Just belief.
We’re funding this from our own pockets. Crafting it from the ground up. Learning as we go. And giving it everything we have—because this is more than business. This is a mission.

We want women like you to feel represented, powerful, and proud in what you wear.
We want to prove that slow, size-inclusive fashion can be beautiful, soulful, and daring.

So here we are—two women with a vision, building something from scratch.
We know the road is long, but we’re walking it with purpose. We’re not here to follow trends. We’re here to build a legacy of love, style, and sisterhood.

If you’ve found us, welcome. You’re already part of it.
And if you can support us—whether it’s by sharing our name, wearing our pieces, or sending us a message—we’d love that more than you know.

This is Cult of Curves. A new beginning. One stitched with fire and truth.
Let’s rise, together.

With love,
Emma x
Co-founder, Cult of Curves 🖤