Shop Profile: Johnny Ruth

inSight

Shop Profile

Johnny

RUTH

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On the Edge

Located on the edge of the Atlantic Ocean, in historic downtown St. John’s, Nfld., Johnny Ruth is awash in iconic Canadian fashion, beautiful jewellery and incredibly cool gifts.

By Andrea Reynolds

B

ending over backwards” doesn’t begin to describe the effort co-owner Kim Winsor uses to reach out and engage customers at her eclectic lifestyle store. From customized shopping experiences to being committed to their community, anyone who walks into Johnny Ruth could never doubt the sincerity and dedication put into this gorgeous store.

Tell us how your store got started, and how has it evolved? My friend and co-owner, Dave Hopley, came to me with the idea of a “simple” t-shirt store and from that, the idea for Johnny Ruth blossomed. Fourteen years

later his business partnership, talent with numbers and flexibility have been integral to our success. We’ve gone from a 900-square-foot space to a 2700-square-foot space in an historic downtown property.

What are the main categories of products you carry? We carry a curated selection of moderately priced Canadian fashion, jewellery, local pottery and knitwear. We’re known for our locally designed silk-screened t-shirts. We also sell books, stationery, unique gifts and a bit of the unexpected.

JUST THE STATS

Store: Johnny Ruth Location: St. John’s, Nfld. Square footage: 2700 Employees: Five full-time and four part-time Top-selling lines: Shannon Passero, Cokluch, Ninety-Eight, Anne-Marie Chagnon and Paper E. Clips Website: johnnyruth.com

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Office administrator Amanda House (left) with co-owner Kim Winsor (right).

What makes your store unique? We’re hospitable Newfoundlanders who consider ourselves ambassadors of downtown. All our merchandise is curated. Clothing brands are hand-picked with our customers in mind. We deal mostly with smaller suppliers and it shows, because they’re as passionate about their products as we are. We also offer exemplary customer service.

How would you describe your store and its atmosphere? Because we have a short summer, I like to bring the outdoors in. Our space is airy, green, and most of all fun! We installed custom floral tiles in the dressing rooms which makes customers feel like they’re walking through flowers. They get Instagrammed a lot!

How do you promote your store and what are your most successful promotions or marketing mediums? We have a very successful weekly newsletter which lets customers know about upcoming promotions. We employ a social media person who helps us connect to a younger demographic through Instagram and Facebook and also feature an online shopping station in the store. We’re active in many community efforts that support the city and downtown core.

What has been your most successful recent event? We finished a six-week renovation and had a grand re-opening on February 23. I worked with a designer who understood our vision and together we created a beautiful, fresh space that our customers were excited to explore.

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Do you have a favourite new product line? There are too many to choose from! Clothing from Ninety-Eight (www. ninety-eight.ca). This Canadian line fits regular women amazingly, and they’re fantastic wardrobe builders. The Shannon Passero Collection (www. shannonpassero.com) from Thorold, Ont. I love her luxe, easy-wear fabrics and that I can pick up the phone to talk to Shannon personally. Although it’s not new, my perennial favourite, Anne- Marie Chagnon (annemariechagnon. com) still dazzles me. It’s the first order I ever wrote when we opened 14 years ago. Customers and staff have been known to fight over the catalogue when it arrives!

To what do you attribute your success? I never rest on my laurels. I treat every season as a new beginning. I surround myself with supportive, intelligent partners and staff. Staff training is another key to my success. For seven years I’ve been working with a leading retail business coach (Barbara Crowhurst) who keeps me inspired and shows me how to maximize my efforts.

Looking back, what’s the biggest lesson you’ve learned? Recognizing that my job is being responsible for everything that occurs

in my store, and to take on both the negative and the positive tasks with equal passion. Manage staff, recognize their strengths and nurture their creativity. Our supportive and loyal staff have all been my greatest teachers, holding me to a higher level.

What do you see for the future? Increasing my community involvement and supporting more of our local producers. I’m committed to our downtown core and inspiring more entrepreneurs to join us in the heart of downtown St. John’s.

What is your background and why did you decide to get into retail? Retail found me. At 17, I applied for a part-time job at Woolworth’s on Water Street and continued to work in the downtown district with boutique retailers. I worked hard from associate to management positions for owners who nurtured me, which gave me the confidence to realize I could open a shop of my own. I’m forever grateful to the female retailers who’ve made me a better boss.

Finally, how do you stay inspired? I stay inspired by surrounding myself with creative and positive people, both at work and at home. I truly love spending time with my nieces who are inspiring, creative and just so much fun!

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