“The style part is finding each bride her perfect gown,” she explained. “Snatch means altering each dress to hug and accentuate all the right curves. And slay is ensuring each bride looks fierce and is ready to make the aisle her own personal runway.”

The path to slaying does not include steering brides toward gyms and personal trainers so a dress will fit better, or insisting on an A-line silhouette, the style most often thrust at bigger brides. Instead, it usually involves finding the right undergarments. Also letting discriminating designers know they should take notice because business is booming.

“A lot of the discord in this business comes from designers who won’t design above a certain size,” Ms. Armstrong-Fowler said. “But they’re becoming more aware that the average woman in America is a size 16. I’ve had this conversation with a lot of designers: I say, if you’re not designing above a 14 or 16, you’re leaving behind an enormous part of the marketplace.”

That includes brides like Ms. Chan, 27, who said the gowns she found in her size when she started shopping for her Labor Day wedding in the Bahamas skewed “young and poofy.” She described a scenario familiar to many curvy brides deflated by the trying-on process. “I had been through Pinterest and all that fun stuff you do when you get engaged,” she said. “I would find a gown I loved on a size 6 model, and when I would go to a store to look for it there was nothing anywhere near my size to try on.” After settling on a dress she saw online, she emailed the designer asking for customization in her size. “I said, instead of a beaded top I want just a chiffon top. And they stopped answering me. I must have emailed 10 times.”

Ms. Miller, 34, recalls being wrenched into a size 6 before her 2017 wedding to get a sense of how the gown might look. “I couldn’t put my arms down,” she said.