You only have to stroll around Dublin to realise that most plus-sized women are afraid to experiment with clothes. It might sound harsh, but it's true.

Instead of embracing the fashionable, high-end clothing now available to them, many women still choose to hide their bodies in tent-like clothing that makes them look even bigger than if they had been wearing Lycra.

As Aimee Casey, owner of Style Plus, says, plus-sized women should draw attention to areas of their body they like, by investing in clothes that are not too tight, but are fitted and moderately tailored. "More fabric means more you. Sizes vary with labels, they are only a guide. A size is not a statement of who you are. So I think people need to forget about the number and focus on the fit," advises Aimee.

Aimee, originally from Washington, came to live in Ireland seven years ago, drawn by the magnetism of a Wexford man. As a plus-sized woman herself, she had no difficulty finding clothes to fit and suit her in the States, but problems arose when she arrived here, which spurred her into the endeavour of plus-size retailing.

Last November, she launched the business at Off the Rails Live with a small collection of dresses. From that, she ran plus-sized shopping events in Cork, Galway and Dublin -- something that confirmed to her that the demand was definitely there. After scouring the country, she found a modest premises in the bustling village of Celbridge in Co Kildare. Finally, in August, she opened its doors.

What the shop lacks in interior beauty, it makes up for in the quality and variety of its clothing.

Style Plus stocks a huge range of labels, most notably Anna Scholtz, who is arguably the finest plus-sized designer around. Anna used to be a plus-sized model herself, so she knows exactly what works on full-figured women and what doesn't. Her stunning tailoring, attention-to-detail and quality of finish has earned her a cult following the world over.

Style Plus stocks sizes 16 up to 30. The demographic of the shop is wide, catering for anyone aged 20 to 50. The store is open all day Saturday and Sunday, and by appointment during the week. The collection is also available for purchase online.

Forgive me, but I'm about to have a Trinny and Susannah moment You see, while good underwear is imperative for every shape, it's even more essential for plus-sized women. A good bra will lift and accent your best assets. Aimee advises investing in a seamless bra. Also, she says, "People are always buying the wrong underwear." She criticises some so-called magic knickers. "The problem is that they're pushing the rolls all the way up and the muffin top has to go somewhere. So I encourage women to opt for high-waisted knickers; while they may not be sexy, they are very effective."

Like myself, this gregarious shop owner is happiest when she's talking about fashion. There's no doubting her knowledge, particularly regarding the do's and don'ts of plus-sized dressing.

"I really encourage women to show off their decolletage. You shouldn't clutter it up, keep it bare. A lot of women insist on wearing small, delicate jewellery around their neck. The problem with that is there's a lot of flesh there and small jewellery will only make it look bigger. It's all about proportion. You should really look at your body in the mirror and spend time figuring out what works," says Aimee.

While skinny jeans are not known for being the most forgiving item of clothing in the world, even for the waifs among us, Style Plus actually has them in stock, and by some stroke of design genius they manage to flatter. Among the other trendy offerings are wide-legged trousers, a tuxedo, and high-waisted jeans. For me, Style Plus is a testament to how plus-sized women can be as beautifully dressed and fashionable as their skinny counterparts.

I was amazed by the attention to detail. From empire cuts, bra-friendly straps, kimono sleeves and bust-enhancing necklines to thick waistbands with girdle-like properties -- every item of clothing in stock succeeds in making women look slimmer.

Conscious of the Irish appetite for socialising, Aimee deliberately bought a lot of stunning evening and party wear. My favourite was a purple lace dress by Anna Scholtz, which had clever ruching and a pretty velvet waist band that draws the eye to all the right places.

Equally, Style Plus's pricing is something to celebrate -- a striking Grecian-style gown complete with matching shrug costs a mere €200.

For so long, full-figured women were wrongly left out in the cold and removed from the delight and therapy that shopping and fashion should always be. But now, with stylish retailers like Style Plus catering for their every need, there's no longer a valid excuse.

All clothes by Anna Scholtz, available at Style Plus, Riverview House, Main Street, Celbridge, Co Kildare.

To make an appointment freephone: 1890 301 616 or see www.styleplus.ie

- Andrea Byrne