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When Angela Samuels initially told people about her idea to design and sell trendy, sexy, stylish plus-size women’s clothes, the reactions ranged from “You’re crazy” to “Plus-size women should not dress like that.” In 1998, an undaunted, 23 year-old Angela launched Voluptuous Clothing, a company that caters to fashion-forward women sized 14 to 24. Since opening the doors of her flagship store in North York Sheridan Mall, Toronto’s premium fashion center, in 2001, Angela now has five locations in the Greater Toronto area. She and her business have been featured on Breakfast Television and Canada AM, as well as in Toronto Life and Lou Lou Magazine. A multi-million dollar company, Voluptuous Clothing is also the inspiration for Angela’s in-development Canadian reality TV show, Voluptuous.

As Toronto’s top plus-size runway and catalog model, Angela knew the fashion industry catered to her thinner counterparts. This was obvious in the clothes designed for skinny women, which were glamorous, fitted and stylish, while the fashions for larger ladies were conservative, baggy and unflattering. As a full-figure female, Angela knew she was sexy, too, and began to consider how she could change the landscape.

In addition to her modeling career, Angela has a degree in child and youth care, which she applied to her work with juvenile offenders. During this time, Angela noticed how much the larger girls’ self-esteem was tied to their appearance. It occurred to her that these girls couldn’t feel better about themselves if they were constantly faced with styles and messages that didn’t reflect what they saw in the mirror. Coupled with her experience in the slim-obsessed fashion world, Angela was even more determined to empower women with the self-esteem they needed, thereby improving their potential for success.

Angela, a self-described independent thinker who grew up as one of six kids in the rough Toronto neighborhood of Jane and Finch, was ready for the challenges of being in retail as well as pioneering a business idea in an underserved niche. Her plans were met with skeptics, who thought she was crazy and didn’t think that full-figured women should be in miniskirts and form-fitting tops.

To finance Voluptuous Clothing, Angela used her house as collateral to secure a loan, as well as financial support from her mom and sister. Angela chose the name Voluptuous for her company because she wanted something that conveyed a positive outlook and sexy attitude.

When Angela opened her first store in 2001 at the North York Sheridan Mall, she had no expectations. However, she did experience her “ah, ha!” moment when the reaction from women was overwhelmingly positive. No one could believe that the concept of fun, chic clothing for full-figured women hadn’t been previously thought of and brought to market. Since then, Voluptuous Clothing has emerged as the premier option for amply-proportioned women to accentuate their curves and express their style.

Today, this new mom of a baby son has big plans to conquer the fashion world and change what is familiar on the runway. Inspired by Baby Phat co-founder Kimmora Lee Simmons, who proved that a woman can run an empire and be a mom, Angela plans to launch internationally within the next two years.

To set the stage for her coup d’état, in the works is a Canadian reality TV show called Voluptuous that will follow the inside lives, challenges and struggles of Angela’s target demographic. The program will chronicle how the featured women defy what society says is sexy and how they are changing those perceptions. Angela is poised and ready to spread her company culture around the globe: a sexy, bolder you!

What we learned from Angela: “Image is my business so I wear what I sell, whatever the style is. When I walk through the airport, I wear funky, sexy heels. I take care of myself. Unfortunately, the self-esteem of plus-size women tends to be low, so they take care of everyone else and leave themselves for last. I make sure my hair and nails are always done. I feel sexy and empowered.”

This Doesn’t Come in Your Size…

“My biggest challenge is convincing plus-size women that they’re beautiful. When one of my clients tells me she got a compliment from a guy, or from a skinny woman and she can say, ‘Sorry, this doesn’t come in your size,’ it always puts a smile on my face. My customers look great! I believe that when a woman feels empowered, there’s nothing she can’t do, no mountain she can’t climb.”

Self-Taught and Self-Confident

“I learned everything on the job. I took a few business courses to understand the basics. Everything I needed to do, I learned about it. How to start a company? I took a course. How to manage employees and merchandise clothes? I read a book. I’m completely self-taught.”

Changing Perceptions and Improving Lives

“Within my staff are women who fit into my market and fit into my clothing. I try to change those employees’ perceptions of how they see themselves. I also show them how to give back. I teach those women to take their life experiences, and what they learn at Voluptuous Clothing, and change the lives of others.”

This Featured Lady was profiled by Megan L. Reese, WORDrobe™ Stylist for Her Write Image in West Grove, PA.

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