Estelle Straate is bringing her vintage bridal brand, Estelle Amore, to a historic Hueytown home, with plans to open the boutique in Summer 2026.
A Passion Turned Business
Straate, a Birmingham native with a longtime love for vintage clothing, first began thrifting, repairing, and selling vintage pieces while in high school.
Her focus shifted to vintage wedding gowns after a viral social media post showcasing her restoration skills led to quick sales, revealing a strong market for one-of-a-kind bridal pieces. Each gown in her collection is unique, spanning decades from the 1940s to the 1980s.
Notably, Straate owns a dress worn by Miss Alabama 1955, Patricia Huddleston, at the 1956 Miss America Pageant.
Bringing Estelle Amore to Hueytown
The new storefront will occupy one of Hueytown’s oldest homes, a space previously used as a salon and pageant dress showroom.
Straate, who grew up in Hueytown, plans to preserve the building’s historic charm while updating critical systems, including rewiring the original 1888 knob-and-tube electrical system and refinishing the original wood floors.
Boutique Experience
The brick-and-mortar location will allow Straate to provide on-site alterations and showcase her curated collection of vintage gowns.
Her goal is to create a timeless, elegant shopping experience that highlights the artistry of each dress while maintaining the home’s historic character.
Straate expects the boutique to open in May 2026, marking a major milestone for the brand she has built over the past seven years and fulfilling a lifelong dream of running her own bridal studio in her hometown.
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