BY ZOE SCONTRAS I PHOTOS BY BRENNAN REESE-WILLIAMS
Capturing timelessness and meaning in her business
It was not too long ago when Estelle Straate went down a vintage rabbit hole. In high school, she began thrifting and selling her finds and traveling to vintage markets across the southeast in search of one-of-a-kind pieces. Her dream of owning a vintage fashion business was slowly developing.
Then one afternoon, while browsing a thrift shop, Straate stumbled over a vintage gown. She loved everything about the gown—the patterns, the texture, the style—but the fabric was dirty and falling apart. She couldn’t bring her-self to leave it, so she took a picture, sent it to her grand-mother and asked: “Can we save this?” Her grandmother, Vicky Wood, responded: “Yes, bring it home.”
This moment marked the birth of Estelle Amore.
Vintage fashion has been around for centuries, rooted in the tradition of bartering repurposed goods and garments. But it didn’t gain much popularity until the late 1960s during the counter culture movement.
Today cities like New York, Washington D.C.—and even Birmingham—will host vintage markets where vendors
sell curated collections of clothing and antiques. But the most loyal vintage collectors aren’t from an older generation. They’re members of Gen-Z.
For many young people, vintage isn’t just a style, but a lifestyle. It represents passion for creativity, and a break from cycling trends. Platforms like Instagram and Depop have made it easier for Gen-Zers, like Straate, to become entrepreneurs, turning their love for vintage fashion into successful small businesses.
After discovering that vintage gowns can be cleaned and restored, Straate’s business developed into a vintage bridal gown business which is called Estelle Amore. She has been running this business all on her own, at 21.
Every day before she starts the cleaning, sewing and hemming, Straate reads her devotional. “I am doing this with the Lord. He has blessed me,” said Straate.
Then she heads to her studio, which is at her grandparents’ house. Each work day looks different.
Straate receives vintage bridal gowns from vendors across the country. When she first receives a gown, it is deteriorating and musty. “Instead of letting these dresses be thrown away, I want to keep them alive because they have so much beauty and potential, they just need someone to take the time and restore them,” said Straate.
“Wear pieces that reflect who you are on the inside.”
Straate mentioned that while cleaning she has to be mindful of old, delicate materials the gown is made from. Lace, for example, needs to be reinforced in order to salvage the dress instead of cutting all the lace away. After the gowns have been cleaned, she looks for areas that need repairing, which she will then take to her sewing machine. “Sometimes the dresses may have some holes, or an embellishment falls off,” said Straate.
Straate’s grandparents have been her biggest supporters throughout her career journey. Her fascination with “old things” transpired from looking at vintage pieces Mrs. Wood’s has kept over years. “I loved looking at them and thinking I want a dress like that one day.” She was particularly fascinated by her great-grandmother’s dress.
And her grandfather, Robbie Wood, gave Straate her first piece of business wisdom that resonates with her today: You have to spend money to make money.
But the money is hardly the most fulfilling aspect.
One of her favorite things about running Estelle Amore are the bridal appointments. When brides come to her studio and try on the dresses, she sees their faces come to life. Straate feels as though she learns the most about vintage fashion when working with brides because they come in with a specific vision or style in mind ––which, lately it has been the basque waist. Straate, brings her racks of dresses then gets creative.
The quality and style of vintage dresses are unique—to say the least––but Straate mentioned when it comes to buying a vintage wedding dress vs. a modern one, there are more reasons to go vintage.
One of those reasons is balancing individuality with micro trends. There is a myriad of micro trends out there especially in the realm of women’s fashion. When a woman buys a vintage dress, she can still have the trendy basque waist but in a more original style. The quality of the gowns is better and the outlining feminine features better than modern bridal gowns.
It’s no easy feat to be an entrepreneur, especially at the age of 21, and doubly in the perpetually growing vintage market. But Straate embraces the gumption of a hard worker and the creativity of a dreamer. Another reason people from across America are attracted to Estelle Amore.
Straate also raises awareness for the Emanuel House of Protection (EHP), a safe home for young girls who have been abused.
Straate described that in the business world people can easily get caught up in power and money aspects –– but she never wanted those to become her priority. She partnered with the EHP a year ago, and has visited the home twice within the last year. She built personal relationships with some of the girls; some of them she even talks to weekly. To raise additional awareness Straate has also started an annual fashion to raise additional awareness for EHP.
If there is anything Straate has learned from being a young entrepreneur it is to remain open to possibilities. She shared the story of when sold her car to go live in Spain and to attend business school. She planned to live in Spain for the rest of her life, but her heart was calling her back to Birmingham.
“Everything happens for a reason,” Straate smiled.
As a Birmingham native, Straate loves the combination of big-city ambition and small-town warmth. One day she hopes to open a store front here in Birmingham. “I am a dreamer,” she said “I am always visioning ahead, but there is so much unknown.”
No matter where her business may take her, Straate will always be an old soul. She loves bringing elegance from earlier eras––like music and fashion—into the present day. Her own personal style reflects the elegant fifties dolled up ambiance.
One of her favorite vintage pieces she owns is a teal column dress with lemon petal sleeves and a skin train that attaches to the waist. This dress was originally worn by Patrica Huddleston who was Miss Alabama, and won Miss America in 1956.
To Straate fashion is more than clothing—it’s storytelling and expression. “People may look at you once,” she said “So wear pieces that reflect who you are inside.”
Like her gowns, Straate, will always be proof that vintage and timelessness can be made new again.