(CNN) -- Mara Urshel had seen enough heartache to fill her 35,000-square-foot Manhattan bridal salon, Kleinfeld.
"Wedding dress sample sizes are all size 10," says Urshel, explaining that plus-sized brides previously could not try on gowns but could only look at them being modeled.
"But a bride is a bride is a bride, no matter what. She shouldn't have to be destroyed because some other woman has to try on dresses so she can decide how she wants to look on her big day."
That is why, six years ago, Urshel decided that Kleinfeld -- now known for being the store showcased in TLC's "Say Yes to the Dress" and "SYTTD: Big Bliss" -- would stock plus-size dress samples, which brides could order up to a size 32.
"We give the bride whatever she wants," says Urshel. "She is the customer."
Oh, for a world in which that were true for the rest of us, says Gwen DeVoe, the executive producer of the just- completed Sonsi Full-Figured Fashion Week in New York.
Still in its infancy, FFW was created on the premise that plus-sized women are generally ignored by American designers, every trendy mall store, all the glossy magazines -- and they're tired of it.
