Convexity predicates and the convex hull operator continue to play an important role in theories of spatial representation and reasoning, yet their first-order axiomatization is still a matter of controversy. In this paper, we present a new approach to adding convexity to mereotopological theory with boundary elements by specifying first-order axioms for a binary segment operator s. We show that our axioms yields a convex hull operator h that supports, not only the basic properties of convex regions, but also complex (...) properties concerning region alignment. We also argue that h is stronger than convex hull operators from existing axiomatizations and show how to derive the latter from our axioms for s. (shrink)