With nearly seven out of 10 women in America wearing a size 12+, there’s a grossly underrepresented group of women missing out on a fashion-forward, cool and trend-focused shopping experience. Blogger and former plus-size model Aimee Cheshire founded HeyGorgeous.com – an online boutique offering style-conscious, on-trend apparel for curvy women – to better serve the 15.4MM plus-sized women looking for fashionable options available in their size. With the launch of this e-com startup, Aimee sought out to address the lack of easily accessible designer fashion for the size 10+ consumer. Coyne was tasked with positioning HeyGorgeous.com as a go-to resource in the fashion space, while highlighting Aimee as an authority on the business of plus-size fashion.