For 30 years, Queen of Hearts in Bellmore has sold the perfect fit for plus-sized women

Julie Marchesella owns Queen of Hearts in Merrick, which caters exclusively to plus sizes 16 to 32 and creates custom-made dresses. She has been in business for 30 years.

That’s long enough that customers who first came to be fitted for a gown for their child’s bar mitzvah are now coming for their grandchildren’s. Her store has an inventory of about 1,000 gowns, pantsuits and cocktail dresses. They’re all designed for needs that other formalwear stores don’t address.

Marchesella, who lives in West Islip, was inspired by her childhood experience. “I was a chubby little girl. The most demeaning part was that there was only one store that carried clothing for a chubby girl in Brooklyn, where I grew up. They weren't pretty. I couldn't look like the other little girls that I played with. It was devastating.”

She also had trouble finding her wedding gown at age 18, recalling being unable to walk into a bridal department and try something on.

"I wanted to make some changes for those women who may not have been a plus-sized child but had to learn to accept their new body style. Most of the women that I see are very apologetic because they thought they were going to lose 50 pounds before the wedding,” Marchesella said. “I tell them I'm accepting you the way you are, and it's my job to help you look and feel as fabulous as you possibly can on the day of that special event.”

Marchesella works with a seamstress for alterations and custom additions. These days she’s open by appointment only, Tuesday through Saturday, so that women get individual attention and privacy. Her interview with Newsday has been edited for space and clarity.

Why is it called Queen of Hearts?

The inspiration came from the queen-size designation for plus-size pantyhose and my love of clothes,

Who are your customers?
They are the mother and grandmother of the bride and groom or bar and bat mitzvah child and honorees. The more mature bride is a category that has been growing, either first or remarriages.

How did you start your business?

I was the former owner of AAA Party Rentals, so special events were in my blood. I had an interior design degree, so I went to Nassau Community College when I was 38 to finish up my degree in fashion buying and merchandising. When I opened the store, I came with a background.

What guided your buying?

I had to be very cautious about the styles that I selected to make sure that they would flatter plus-size ladies and de-emphasize those areas that they felt most uncomfortable with.

How much did you spend to start the business?

I started with $50,000 from savings. I did a lot of store renovation work myself. I was also going through a divorce at the time, so I had very limited capital.

How has running a small business changed over the last 30 years?

The internet has made a tremendous impact. Everything revolves around that, from sourcing supplies to reaching the customer. When I first started, it was all about print advertising. Now, brides go into chat rooms to ask where a plus-size mom can go. They look up my reviews and recommend mothers call me. Once they come in, it's all about my customer service.

What are the biggest challenges right now?

The largest challenge started during COVID: getting products, even something simple like snaps and zippers. I'm still having a problem getting snaps. I like to use 36-inch zippers on my gowns, and my supplier said it would cost me $15 more to custom-make, so I had to compromise at 32-inch zippers.

What do you hope your business looks like in five years?

I hope that there are many more brides because with brides there are mothers. I don’t even think about retiring.

What innovations have you brought to the business?

My mom passed away of COVID on March 20, 2020. I asked the funeral director how they dress a plus-sized lady and the family brings something that doesn't fit. He said they open up the zipper, slit down the back of the dress and lay it over them and put their arms in it.

I said if you buried my mother like that, she'd come back to haunt us. I wanted to figure something out for the families to dress their mother appropriately for burial. I reached out to a vendor, and I contacted funeral directors in the area with a heartfelt letter and got a few orders. I'm still available for funeral directors who need that service.

What's most rewarding about your business?

Seeing the smile on a woman's face when she's happy with the way she looks.

What else?

Setting my own hours and enjoying what I do. I've had customers say it shows. It's not just a sale for me. And it’s important to support shopping locally. I became president of the Merrick Chamber of Commerce and was president for nine years and worked my way up. I’m currently president of the Elmont Chamber of Commerce.