instoremagazine.ca
Boutique Adora
This stunning Newfoundland store thrives on community, family and creating a unique shopping experience for their adoring customers
THE FULL MUD PIE
KIDS & WOMEN LINE IS NOW AVAIL ABLE, IN C ANADA
inStore
inStock
DEPARTMENTS
14 For the Home
Our editors favourite new selects for the abode
16 You’ve Been Served
Great new pieces for your kitchen and table departments
18 Dainty & Demure
If understated elegance is your vibe, these stationery accessories are right on!
20 Lavender Haze
For your clients who are in their forever lavender era
22 Gourmet Goodies
Tasty new sweet and savoury packaged gourmet foods
24 Bold & Beautiful
A vibrant collection of stationery to brighten up your shop
FEATURES
68 Holiday Wishlist
Stock up on the hottest style and lifestyle trends for a successful fourth quarter
73 The Ultimate Baby & Kid’s Gift Guide
Discover the latest must-haves for littles in our bi-annual children’s gifting guide
inStyle
FEATURES
55 Style Spotlight
Explore five pages of stylish fashion and jewellery perfect for boutique stores
88 Great White North
The best Canadian made goods to stock in your store!
inSight
DEPARTMENTS
10 Hello!
Resilience & Community
12 Mailbox
Readers share their thoughts on the industry, their businesses and the magazine!
36 Shop Profile
This stunning Newfoundland store thrives on community, family and creating a unique shopping experience for their adoring customers.
FEATURE
82 Content Marketing Cheat Sheet
In this guide learn how you can create killer content quickly for your socials and marketing.
By Diane Spiridoulias & Karen Kritzer
inForm
DEPARTMENTS
26 News & Notes
New lines, launches, industry goings-on and market news
102 Retail Visions
Merchandising expert Nickeisha Lewis discusses the importance of finding your store’s unique design style
FEATURES
66 How to Avoid the Summer Slump
Rather than resigning yourself to the summer slump, use these nine practical tips to kickstart your sales.
By Sara Burks
94 Reps Get Real
In our first installment of Reps Get Real, we interviewed five reps and got their insights into what store owners are struggling with the most right now, what makes a great rep and what they would change about the industry if they could
By Erica Kirkland
Resilience & Community
Idon’t need to tell you that being a small business owner is not for the faint of heart. It requires a unique blend of resilience, dedication, and an unwavering commitment to our personal goals. The rocky journey often feels like navigating stormy seas, yet we can choose to grow stronger through adversity by viewing every challenge as an opportunity to grow more determined to achieve our goals.
I’ve faced my fair share of challenges as an independent publisher, but my mission has always been unwaveringly clear: to support and uplift the independent retail community. I’m humbled by the impact of our work and the incredible community we’ve built together over the decades. Your stories of perseverance and success are what drive us to keep pushing forward, no matter the obstacles. It’s the feedback we receive from you every day, along with your letters to the editor and testimonials, that inspire us to pick ourselves up, dust ourselves off, and start all over again.
We would be remiss if we did not mention the outpouring of support from our amazing advertising partners who are committed to bringing you the most well-informed market publication in Canada. This hefty 100-plus page issue is an anomaly in trade publishing these days, and the fact that 52 of those pages are paid ads is pretty unheard of across North American publishing, trade or consumer. It speaks volumes about how well our content resonates, as well as the trust and value that our partners place in InStore.
Admittedly, I’ve been pushed outside my comfort zone recently as I’ve been preparing for our first ever ticketed event. Inspiring Conversations, taking place this August during the Toronto shows, is an off-site retailer-only event designed to bring store owners together to share experiences, foster connections, and build a stronger, more supportive community. In these times, coming together is more important than ever.
As we continue to navigate our ever-changing landscape, let us remember the power of integrity, knowledge, resilience, and community. Together, we can overcome any storm and emerge stronger and more united if we remain committed to our goals and morals.
Here’s to many more years of growth, inspiration, and continuing to adeptly navigate stormy seas.
Erica Kirkland
Editor & Publisher
Erica Kirkland ekirkland@instoremagazine.ca
Design & Layout Gerry Wiebe
Advertising & Production Coordinator Tina Nicholl tina@instoremagazine.ca
Advertising Inquiries ekirkland@instoremagazine.ca 905-690-0492
Mailing Address: 103 Niska Drive Waterdown, ON L8B 0M8
Contributors
Castlerock Studios, Sara Burks, Will Fournier, Leslie Groves, Karen Kritzer, Nickeisha Lewis, Melanie Pugsley, Diane Spiridoulias
InStore Magazine™ was founded independently in 2014 by Erica Kirkland. The magazine is published four times a year and sent to 12,000 independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items.
© 2024 InStore Magazine™. The contents of this publication are the property of InStore Magazine Inc. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner. The publisher is not responsible for product claims made by the companies mentioned herein.
Printed in Winnipeg, Man. Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine™, 103 Niska Drive, Waterdown ON L8B 0M8. Email: editorial@instoremagazine.ca
Photography: Gillian Gillespie; Hair: Melissa Distefano-Gundel; Makeup: Stephanie Alas
Solid Pine Home Accent Furnishings
Is there something you’d like to share with the community?
Jack + Marion Trading Co. Newmarket,Ont.
Strong Supporter of Small Businesses
I have been following your socials for a while, and love your magazine! I own a handcrafted women’s accessory business called Love Art Soul. I would be thrilled to have some items in your magazine; my business needs exposure
Rikki Renard LoveArtSoul
Small business and women-owned businesses need all the help they can get. Thank you so much for using your magazine to support small Canadian businesses. You truly are amazing.
G. Gaye Sheppard Tu-BeesFoodInc.
Editor’s reply:
From your feedback to our pages! We listened to your survey responses and searched high and low for products from a broader selection of suppliers with a focus on Canadian-made brands. We are thrilled to report that we received submissions from over 50 companies we have never featured before – and we are only getting started!
For the Home
Our favourite new selects for the abode
Heart-hand sculpture from Sagebrook Home, $72 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Wooden bowl
$50 retail, Koppers Home, 866-604-0490, www.koppershome.com
Burnt teak bowl
$280 retail, Black Sheep White Light, blacksheepwhitelight.com
Pear
$16 retail, Koppers Home, 866-604-0490, www.koppershome.com
Shorn grey
Icelandic sheepskin
$235 retail, Black Sheep White Light, blacksheepwhitelight.com
Ankole and Gyr
horn bowls
$55 to $98 retail, Black Sheep White Light, blacksheepwhitelight.com
Small wooden heart bowl
$20 retail, Suzie Blue, 613-761-7889, www.suziebluecanada.ca
Crinkle dove towel
$60 retail, Pokoloko, 844-476-5656, www.pokoloko.com
Great new pieces for your kitchen and table departments
Plastic jug with woven details
$40 retail, Harman Imports, 800-363-7608, www.harmaninc.com
Fluted mug
$16 retail, Danica Heirloom, 888-632-6422, www.danicabrands.com
Stemless wine glass with woven accents from $14 retail, Harman Imports, 800-363-7608, www.harmaninc.com
Matte gold flatware set
$58 retail, Danica Heirloom, 888-632-6422, www.danicabrands.com
Les Fromages printed
cotton tea towel
$14 retail, Now Designs, 888-632-6422, www.danicabrands.com
Sunflower tea towels
$24 retail for three, Now Designs, 888-632-6422, www.danicabrands.com
Acrylic wine glass
$10 retail, Harman Imports, 800-363-7608, www.harmaninc.com
Rattan and glass serving tray
$65 retail, Aesthetic Living, aestheticliving.ca
Cluck flour sack kitchen towel set
$9 retail, Mahogany Canada, 905-842-0900, www.mahoganycanada.com
inStore. Summer 2024 inSpire. inForm. inStore.
What We’re Loving
Dainty & Demure
Classic medium photo album
$71.95 retail, Semikolon, 800-363-7082, www.semikolon.ca
Five Year Diary Victoria’s Journals, victoriasjournals.ca
Hand-painted greeting card from $6.50 retail, VDK Atelier, www.vdkatelier.com
If understated elegance is your vibe, these stationery accessories are right on
Foxy birthday card by Katie Daisy, Biely & Shoaf Co., 877-957-0940, bielyshoaf.com
Peonies by Carolyn Howse $6 retail, Hawk & Rose Press, hawkandrose.ca
50-page list pads from $15 retail, VDK Atelier, www.vdkatelier.com
Guest album
$61.50 retail, Semikolon, 800-363-7082 www.semikolon.ca
A just because card from Shannon Martin Design, $3.95 retail, Biely & Shoaf Co., 877-957-0940, bielyshoaf.com
Discover the four new colours of the Heritage Line: Lava Stone, Fango, Matcha & Lilac Silk.
Use promocode INSTORE15 at checkout for 15% off on your next order.
Foaming sugar scrub from $30 retail, Blush & Oak, blushandoak.com
Lavender Haze
For your clients who are in their forever lavender era
Soak Away that Shitty Day Epsom salts
$14.95 retail, Peace, Love & Sarcasm peaceloveandsarcasm.ca
Lavender dream candle
$28 retail, Lavender Hill Home, www.lavenderhillhome.com
Multi-purpose cleaner scented with white citrus
$9.99 retail, Mother of Invention, www.motherofinvention.ca
Northern Lights soy wax candle
$40 retail, Sara’s Soaps and Candles, 647-834-1479
www.sarassoapsandcandles.ca
Horizon candle
$22.50 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
Lavender and organic flaxseed eye pillow
$30 retail, Lavender Hill Home, www.lavenderhillhome.com
Cinnamon Chai tea
$22.95 retail, The Newfoundland Tea Co, www.thenewfoundlandteaco.com
Gourmet Goods
Tasty new sweet and savoury goodies!
CRAIC, a salted caramel shortbread snack
$9.95 retail, Eat My Shortbread, eatmyshortbread.com
Organic Lavender Earl tea
$14.95 retail, Bush Berry, bushberry.ca
Handcrafted all-butter shortbread cookies
$22 retail, Mary Macleod’s Shortbread, 416-461-4576, marymacleod.com
Balsamic vinegar from Zoe Olive Oil
$32 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Almond Espresso toffee
$11.49 retail, Utoffeea, 204-338-2801, utoffeea.com
Cranberry Habanero mustard
Flavoured honey tube
$1.25 retail, Tu-Bees Honey, tubeeshoney.com
$12 retail, The Wandering Locavore, thewanderinglocavore.ca
Bold & Beautiful
A vibrant collection of stationery to brighten up your shop
Radiate Positivity journal from Graphique De France, $15.99 retail, Bella Flor, 800-667-1902, www.bellaflor.ca
Eco-friendly greeting card
$5.50 retail, Happy Just Happy, happyjusthappy.com
Prism Formation notebook
$8 retail, Danica Studios, 888-632-6422, www.danicabrands.com
Greeting card
from R. Nichols, $5.49 retail, Bella Flor, 800-667-1902, www.bellaflor.ca
Good Wishes card pack with six unique designs, $12 retail, Kautzi, 782-777-2510, www.kautzi.com
Happy Birthday greeting card illustrated by Kenzie Kae, $4.50 retail, Biely & Shoaf Co., 877-957-0940, bielyshoaf.com
Hand-painted greeting card
$6 retail, Amy Rae Maker, amyraemaker.com
the goods High Quality Irish Textiles
Remove Wine Headaches
Canada Distributor is launching Vinostiq from Corkpops, a product that removes wine headaches and is launching exclusively for boutique stores across Canada. The sticks remove sulfites and histamines in 10 seconds.
$13.99 retail for a four pack.
905 706 9463, sales@canadadistributor
Inspired by the textures and colours of Ireland’s stunning and contrasting landscapes, IrelandsEye Knitwear (right) began with six members of the O’Sullivan family in Dublin back in 1988. With dedication and vision, the company carved out their own niche with contemporary designs, evolving into a highly respected international brand, currently managed by three generations of family members. The line is new to Canada and is represented by British & Irish Imports who is also introducing Mucros Weavers (below) based at Muckross House, Killarney, the focal point for visitors to Killarney National Park in Kerry county in southwest Ireland. Stepping into Mucros Weavers is like stepping back in time. Skilled artisans meticulously craft exquisite textiles using time-honed techniques passed down through generations. Every piece tells a story, weaving together the threads of Ireland’s heritage with the timeless elegance of classic design. 705-741-9449, www.biimports.com
Hobeika Art
Cuisivin Launches Airtender
Airtender is a new product line that promises to transform how consumers preserve and enjoy food and beverages while significantly reducing waste. Each product in the Airtender line uses cutting-edge technology to enhance flavours and extend freshness. For instance, the Airtender Food Preserver transforms ordinary jars into vacuum containers with a simple three-step process, while the Airtender Wine Preserver utilizes advanced vacuum sealing technology to keep wine fresh up to five times longer. 877-243-9463, www.cuisivin.com
Sustainable lifestyle wholesaler Fenigo recently partnered with a Montreal artist to create a new Hobeika Art line of eco-friendly greeting cards, retailing for $8.50 each, and vinyl stickers, retailing for $7 each. 519-571-8827, www.fenigo.com
THE DANICA BRANDS
the goods
Troika’s New Emform Globe
As the exclusive partner of Troika in Canada, Adept24 recently announced the company had acquired the Emform globe collection. The new Troika Design Globes are functional and decorative, becoming a focal point in any room, drawing the eye and sparking conversation. adept24.com
Innovative Scalp Care Brand for Women
Karina Budhrani, the founder of I’m Hair For You Always, is celebrating one year of spreading love, empowerment, and growth (pun intended). Back in 2020, Karina like the rest of us, was trying to survive Covid, but to complicate matters she was in the midst of a divorce. The extreme stress led to her hair failing out in clumps.
“It was devastating, let me tell you. Everywhere I turned, it seemed like the solutions were either invasive, expensive or loaded with chemicals. I knew there had to be a better way.”
Karina began researching a holistic and natural approach which led to the creation of her Rosemary and Amla Scalp and Hair Strengthening Oil. “Although it took a couple of years to perfect, it has helped me completely regrow my hair back, boost my confidence and has given me a renewed sense of empowerment. I knew I had to try to help other women who can relate to my struggle and who are suffering from hair loss or thinning.”
Alongside the all-natural hair growth oil, I’m Hair For You Always supplies store owners with all the accoutrements needed to create an entire scalp-care display with silk pillowcases and scrunchies, scalp massagers, microfibre towels, bamboo hairbrushes and hair accessories. “Our goal is to be a one-stop shop for everything you need to improve your scalp health and assist women on their hair growth journey. Invest in your hair, it is the crown you never take off.” www.imhairforyoualways.com
All-Natural Roll-on Perfumes
Viva Essensual Elixirs was founded by Kerry Gearin who creates all the scents for her collection of all-natural perfumes. Based in Toronto the company creates perfumes designed to be layered together, and which also layer well with a wide variety of other perfumes. All are vegan, roll-on formulations made with essential oils diluted with organic jojoba oil. According to Kerry, clients particularly like to blend Lilting Lilacs with The Annex. From $27 retail. vivaessensualelixirs.com
Décor Trends from P. Graham Dunn
U.S. wholesaler P. Graham Dunn is launching a number of new collections this season including the Heartland Home Collection. The broad assortment of art focuses on the beauty of the Midwest, featuring striking images of animals, farms and fields with subject matter ranging from horses and longhorns to sheep, pigs, chickens and ducks. Pieces are available in a variety of frames from vintage gold to stark black and stained pine. Edenborough, 800-265-6398, www.edenborough.com
the goods
Little Smarties
YYC
High-quality vinyl stickers from home-based Canadian-brand Little Smarties YYC is run by Tracey Tilden who also runs and manages Stone House Décor, a retail shop in Calgary.
Tracey began creating and designing stickers as a way to decompress when she was working in education. When she opened her store, it became the perfect venue to sell her creations but she would love to extend her collection to more stores across the country. She offers over 150 designs with a wide range of themes including custom stickers. All are water-proof, fade resistant and dishwasher safe. They can be found on Etsy, Instagram and Faire.
Leanin’ Tree Launches Willow & Ivy Press
Leanin’ Tree has launched a new division, Willow & Ivy Press, featuring 134 cards for everyday occasions, plus 24 designs for fall and winter holidays. The card designs infuse colour and design trends with authentic and meaningful sentiments, bundled into a petite notelet size, and are available in Canada through Jannex Enterprises.
“Our goal at Willow and Ivy Press was to create cards that you want to keep long after you receive them,” says Ashley Akin, head of business development. “We want to keep people close and connected in a fun and beautiful way.” Willow & Ivy cards are die-cut with foil and glitter embellishments and paired with champagne-gold pearlized envelopes. All designs are manufactured and fulfilled in the U.S. www.willowandivypress.com
Cooling Towel Sets
Essential for hot summer days or any activity where the customer needs to stay cool, these sets from Finesse Home Fragrances include a 60ml natural cooling spray, a cooling towel and fun sayings like Kool Woman and Yoga Sport. $21.99 retail. 604-885-5494, www.finesseoils.com
Once Upon a Tea Leaf
Mother and daughter duo, Cindy-Lea and Taryn Stephenson, have been steeping away in their little tea shop for over 16 years in downtown Maple Ridge, B.C., but just recently started wholesaling their packaged tea line, Once Upon a Tea Leaf, named after their store.
The gift collection is elegantly packaged and features both everyday and seasonal blends with whimsical names and formulations. All the teas boast luxury ingredients with no artificial flavours or genetically modified ingredients. From $28.95 retail. www.onceuponatealeaf.com
In The Limelight
Barefoot Venus has relaunched and improved its Into the Limelight collection. Scented with mango, lemon, grapefruit and lime, it’s akin to a tropical fantasy. The line includes a pouch, lotion, shower gel, hand cream and a set of roll-on perfume with a mini hand repair cream. 888-490-1756, www.barefootvenus.com
News & Notes Inside Track
IN THE NEWS
Award-Winning Mustard
Atlantic Mustard Mill has been racking up the awards lately for its collection of mustards handcrafted in Murray Harbour, PEI. The Prince Edward Island Craft Council voted their mustard as the overall Best New Product during their annual competition which set off their winning streak.
Next, at the World Mustard Competition, organized by the Mustard Museum in Middleton, Wisconsin, mustard makers from around the world submitted their mustards to be blind tastetested in 18 categories. Atlantic Mustard Mill took home a bronze medal in the stout category and a silver in the garlic.
For the first time, the company competed at the Flavor Awards which also takes place in Middleton, Wisconsin. In the mustard category, they were award third place for the Curry-Pineapple mustard and third place in the ketchup category for Curry Catchup. They won first place in the salad dressing category for a recipe they produce for The Kilted Chef from Nova Scotia, Laddie Sings the Blues. atlanticmustard.ca
Home Finally
Adept24 Celebrates 10th Anniversary
Founded by the dynamic husbandand-wife duo, Hartmut and Kirsten Friedrichs, Adept24 has flourished from a small two-person operation into a thriving business with a robust team of full-time employees and a bustling seasonal workforce at the Vancouver Christmas Market. Based in Vancouver, the company represents German companies in Canada and the U.S. through four divisions. Hartmut and Kirsten embarked on their journey together as life and business partners, taking a leap of faith by leaving their home in Germany to start a new life in Canada. The challenges were many, but their unyielding commitment to each other and their shared vision for their company propelled them forward. From the very beginning, Adept24’s German business partners played a crucial role in establishing the wholesaler in Canada, providing invaluable support and guidance. The strong bonds forged in those early days remain unbroken, and these partnerships continue to be a cornerstone of Adept24’s success. adept24.com
Home Finally is the latest online retail destination for Canadians who love Nordic-inspired décor. The recently launched e-commerce brand was created by Karen Nielson who says, “For as long as I can remember, I’ve been enthralled with interior design and décor. I’m forever combing through gorgeous interior design photos and I love to imagine myself in those spaces. But often, I notice that as beautiful as a scene may appear, the room does not actually look very comfortable, or particularly welcoming.”
The items Karen has sourced for her online shop are specifically chosen to infuse coziness and comfort into every corner of a living space.
“This is true décor that stands the test of time, as opposed to on-trend pieces,” says Karen. “It is important to me that the products that I source are of traditional design and created with quality care that should last for years to come. I’m thrilled to be a part of the retail world and look forward to forming connections with the InStore Magazine community!” www.homefinally.ca
News & Notes Inside Track
IN THE NEWS
Heading to Toronto for the Shows?
Here are the most recent press releases at press time from the Toronto Gift + Home Market and Toronto Market Week detailing their upcoming events and initiatives.
Toronto Gift + Home Market Returns from August 11 to 14
Hundreds of exhibitors from across Canada are bringing thousands of their best gift, toy, fashion, home, and lifestyle brands to the Toronto Congress Centre this August for the Toronto Gift + Home Market, running from Sunday, August 11 to Wednesday, August 14.
The show reports that over 10,000 qualified retailers have registered to attend, which will span over seven acres of exhibits. New this show are offerings from Telus Business, one of the show’s newest sponsors, who will be providing exhibitors and attendees with exclusive discounts. If you’re interested in learning more about a membership with the Canadian Federation of Independent Business, you can learn more in the CFIB Hub in Hall 3.
For many, attending a trade show is not just about buying and selling products; it’s also about inspiration, networking, and fun. This August, the Toronto Gift + Home Market partnered with the visual merchandising students from Sheridan College to create a feature area of new products creatively and imaginatively displayed by the students.
If you’re looking to connect with old friends, meet new friends, have some fun, and enjoy a complimentary glass of wine and some nibbles, make a note to drop by Sketch Restaurant in Hall 2 on Sunday night.
To increase the fun factor, and to acknowledge and thank all the exhibitors and buyers who have supported CanGift and its trade shows for almost 50 years, the association is launching a random acts of kindness campaign. At any point during the show, you may find yourself the recipient of a gift or a kind gesture, compliments of CanGift. cangift.org
Toronto Market Week
Running from August 8 to 15
The Toronto Market Week is welcoming over 300 temporary exhibitors and 35 Show T.O. showrooms during their event taking place at the International Centre in August. Show T.O. and Toronto Market Week recently announced an enhanced partnership to create a unique and elevated buying experience and foster a vibrant community for Canada’s retailers at The International Centre. The initiatives include a joint marketing campaign and building a community for buyers and sellers aimed at enriching the experience and supporting growth in Canada’s retail industry.
The two partnered in August 2022 when the Show T.O. permanent showrooms opened at the International Centre and co-located with the Mode Show produced by Newcom. The event was renamed Toronto Market Week in January 2023, and the partnership extended to include the By Hand Gift Show.
“When two companies join forces to enhance the retail buyer’s tradeshow experience, they create seamless interactions and engaging market week events that elevate the industry standard and foster innovation,” remarked Nadia Youngson, associate partner and vice-president of David Youngson and Associates.
Tiffany Gin, show manager of Toronto Market Week at Newcom Media, added, “We look forward to building on our continued growth, offering buyers the convenience of having temporary exhibitors and permanent showrooms in one space, which elevates their buying experience and helps us better serve the market. This partnership lets us create a unified space for the industry. It’s the only show of its kind in Canada serving the gift, home, and fashion markets.”
The next edition of Toronto Market Week will be held in August 2024. Temporary exhibits are open from August 11 to 13, and Show T.O. permanent showrooms are open from August 8 to 15. www.torontomarketweek.ca
Inspire Harmony
ADORA BOUTIQUE
C Where Love Lives
This stunning Newfoundland store thrives on community, family and creating a unique shopping experience for their adoring customers
By Melanie Pugsley
ourtney Harnum is the owner and operator of Adora Boutique where the term family business takes on a whole new meaning. Located on the Trans-Canada Highway in Whitbourne, Newfoundland, this lovedriven shop was destined for greatness after generations of family-operated businesses paved the way. Offering an array of items, Adora Boutique has something for everyone and aims to inspire their customers with remarkable displays. Harnum works alongside both her parents and fiancé, with her dog always close by, creating a warm and
welcoming family experience from the moment you set foot inside the doors.
What makes your store unique?
I would have to say the love within our store makes it quite unique. You can feel it right when you walk in. The vision I had for the store was to fill it with things that I love, from companies I love and people I love. We lean in on being welcoming to everyone who sets foot inside the store. And we offer something for everyone with a vast variety of items and prices. We strive to be everyone’s favourite spot.
Store: Adora Boutique
Location: Whitbourne, Newfoundland
Square Footage: 1700
Employees: 10
Best Sellers: Jellycat, House of Moda
Website: www.adoraboutique.ca
How would you describe your store and its atmosphere?
Our mission statement is “Through kindness, we all grow together.” We base ourselves on two main things, beauty and kindness from within.
We do all we can to bring this into everything we offer. By having an open environment and treating our customers the same way we treat each other, we offer a unique shopping experience, from having exactly what they are looking for in the loveliest of products to offering a more personal touch such as to hold your baby while they shop around.
What is your background and why did you get into retail?
Retail has been in me from a very young age. My mother started her own floral business when I was only nine months old, and I was brought to work with her in a playpen as she grew her company and became successful. While my background is in
hairstyling, I would still help my mother and her business by building her Facebook page, joining her on buying trips and when she eventually opened a second location, I managed that for her. Things have now come full circle, as she helps me with my store after she retired and does all of our gorgeous displays.
To what do you attribute your success?
Growing up in a family-run business, I had the privilege of seeing how things are done and what it takes to be successful. I’ve learned everything I know from my mother. I was able to see what it takes to be a team, watching my dad help my mom run the business and now I run my own business with my fiancé as our own team.
I named my store after my grandmother, who is my kindred spirit. She taught me everything about beauty and was something to be admired as she worked in retail environments
when they were more male dominated, all while looking fabulous and having 11 children. She was successful and still kind to everyone she encountered, and that excellence is what I strive for. There is never a task too small for anyone on our team to accomplish and we all play equal parts. Without that comradery, we could not accomplish all that we have done and what we will continue to do.
How do you promote your store and what are your most successful promotions or marketing mediums? Predominantly through social media, specifically Instagram and Facebook. We are proud to say we have built a loyal online community through social media and that is where we have the most reach for our audience. Word of mouth is also a huge proponent for us. We have also dabbled with releasing commercials through our local news station and radio ads.
What has been your most successful recent event?
We host an annual warehouse sale where we aim to clear out a majority of our older inventory to allow us to bring in new and refreshing items. In recent years, we have connected our Black Friday sale with an added discount of five percent off when customers bring in a donation of toiletries for our local women’s shelter. Not only is this a successful clear-out for us, but it’s heartwarming to see how generous our customers can be.
Do you have a favourite product line?
This is nearly impossible for me to say as I only bring in products I absolutely love and work with companies owned
by people I truly like. A lot of the companies I work with have grown along with me and we are successful because of each other. We get to sell pretty things here at Adora Boutique and are surrounded by beauty every day; that is a huge bonus that we don’t take for granted.
Looking back, what is the biggest lesson you have learned?
More is not always better. We can all pop champagne bottles and reach our goals, but how do we sustain that growth? You can’t do your best work if you are spread too thin.
What do you see for the future? The main thing I see is leveling out. I want to be the next generation of a
family business owner with my babies in playpens at the store, just like how I was born into this. I would love to see our website grow to increase online sales and reach a larger audience.
Finally, how do you stay inspired?
Buying trips are always so inspiring, not only to see what is fresh and new out on the markets, but also to reconnect with the people I care for and buy from. My team is also fully supportive of any and all ideas I come up with, which is so helpful because sometimes diving straight into new things is the best way to try them.
We are the national voice and entrepreneurial spirit of Canada’s $10 billion giftware industry.
Aesthetic Living is a couple-run Vancouver-based brand that offers beautifully handcrafted, sustainable home products. We are passionate about creating unique, high-quality homeware and home decor pieces that help bring nature's beauty into your home.
Designed in Canada
FALL 2024 DEADLINES
Natural & Organic
Giddy-Up
Saddle up - the holidays are right around the corner!
Styling by Leslie Groves
Photography by Will Fournier
Style Spotlight
Five pages of stylish fashion and jewellery perfect for your boutique
Styling by Leslie Groves
Photography by Will Fournier
Heart-shaped Bali bag handwoven by independent Balinese artisans, $65 retail, Pokoloko, 844-476-5656, www.pokoloko.com
Plum Perfect Style Spotlight
Leather sunglasses holder with fringe handmade in Canada, $65 retail, Love Art Soul, www.loveartsoul.com
Amethyst and glass bead bracelet in gold plate, $25 retail, Suzie www.suziebluecanada.ca
Brown braided crossbody from Jen & Co, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Tunic with pockets made in Canada, $120 retail, Tangente Clothing, www.tangenteclothing.com
One-size kimono made in Indonesia, Baba Imports, 647-389-4503, babaimports.ca
Cotton jersey top made in Canada, $100 retail, Tangente Clothing, www.tangenteclothing.com
Key-to-my-heart necklace handmade in Canada from mixed metals, $29 retail, Freckle Face Jewellery, www.frecklefacejewellery.com
Shades of Gray Style Spotlight
Cork bag handmade in Canada, $165 retail, Vivid Vision Bags, www.vividvisionbags.com
Seaform circle necklace handmade in Canada from enameled copper, $44 retail, Aflame Creations Jewelry, aflamecreations.ca
Striped bamboo dress made in Canada, $125 retail, Tangente Clothing, www.tangenteclothing.com
Patina leaf necklace handmade in Canada, $34 retail, Freckle Face Je www.frecklefacejewellery.com
Convertible backpack Jen & Co., $77.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Crinkle crop top made from Turkish muslin cotton, $115 retail, Pokoloko, 844-476-5656, www.pokoloko.com
Cotton t-shirt made in Canada, available in seven colours, $85 retail, Blondie Apparel, www.blondieapparel.com
Crinkle Palazzo pants made from Turkish muslin cotton, $145 retail, Pokoloko, 844-476-5656, www.pokoloko.com
Green with Envy
Style Spotlight
Cotton jersey top made in Canada, $100 retail, Tangente Clothing, www.tangenteclothing.com
Cork bag handmade in Canada, $250 retail, Vivid Vision Bags, www.vividvisionbags.com
Emerson Cameron bag in moss green, $88 retail, ESPE Vegan Corp., 905-881-3829, www.espe.ca
Stitched leather boots from Myra Bag, $156 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Baby doll dress from Myra Bag, $65 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Horn necklace handcrafted in Canada, from $9 retail, K.C. Brewer & Co, 905-684-7209, kcbrewerco.com
Tunic with pockets made in Canada, $120 retail, Tangente Clothing, www.tangenteclothing.com
Leather hair barrette set handmade in Canada, $24 retail, Love Art Soul, www.loveartsoul.com
One-of-a-Kind Creations
Style Spotlight
Forest horizon teardrop necklace handmade in Canada from enameled copper, $46 retail, Aflame Creations Jewelry, aflamecreations.ca
Asymmetrical hoop earrings handcrafted in Canada,$75 retail, The Spring Moon, www.thespringmoon.com
Sea Breeze coral enamel earrings from Natalie Wood Designs, $82.50 retail, Design Home Gift & Paper, 800663-9950, www.designhome.ca
Flower bib mixed metal necklace handmade in Canada, $29 retail, Freckle Face Jewellery, www.frecklefacejewellery.com
Sterling and 14K yellow gold mini circle necklace handmade in Canada, $210 retail, Jennifer Hepburn Jewellery, jenniferhepburnjewellery.ca
Klimt-inspired crescent-shaped necklace handcrafted in Canada, $280 retail, The Spring Moon, www.thespringmoon.com
Medium inverted circle drop earrings handmade in Canada, $60 retail, Jennifer Hepburn Jewellery, jenniferhepburnjewellery.ca
All That Glitters
Style Spotlight
Gold-filled Squoops (square hoops) handmade in Canada, $85, Flourish + Flame Jewelry, www.flourishandflame.com
Bloom Hoop earrings from Natalie Wood Designs, $79.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Raw brass sun drop earrings $32 retail, Pika & Bear, 306-537-0558, www.pikaandbear.com
Floral stamped charm necklace in gold, from $36 retail, Pika & Bear, 306-537-0558, www.pikaandbear.com
Small gold baguette tennis necklace, $45 retail, Jacqueline Kent, 519-203-0885, www.jacquelinekentjewelry.com
Bow necklace handmade from Canadian gold Pyrite faceted gemstone beads, $65 retail, Flourish + Flame Jewelry, www.flourishandflame.com
Loving Heart necklace from Demdaco, $42.50 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Heart necklace made with gold Vermeil, $135 retail, Shine Gallery, www.shinegallery.ca
Jacquel ine Kent NEW
DIVINE TUMBLERS
Nine Practical Ways to Kickstart Sales this Season
By Sara Burks
SLUMP HOW TO Avoid the Summer
Summer brings a blissful break for many, with thoughts turning to vacations, outdoor activities, and long, lazy days soaking up the sun rather than shopping sprees. For boutique retailers, this seasonal shift can lead to a noticeable dip in customer foot traffic and sales. However, rather than resigning to this summer slowdown, savvy business owners strategically use this period to boost immediate sales and long-term customer loyalty. Here are proven strategies to help your boutique avoid the retail summer slump:
CREATE SUMMER-THEMED PROMOTIONS
Capitalize on the season by crafting promotions and sales around summer themes and holidays. Tap into your customers’ current mindset by tailoring your promotions to the summer activities happening in your area in order to make your offerings timely and irresistible.
LEVERAGE LOCAL EVENTS
The summer and early fall are packed with local festivals, markets and community gatherings. Participate in these events to maintain visibility and attract new customers. You can set up a pop-up shop, sponsor a booth or partner with event organizers. This not
only boosts your summer sales but also enhances your community presence, which can pay dividends year-round.
HOST IN-STORE EVENTS
Organize in-store events such as styling sessions, summer fashion shows or a meet-the-maker day with local artisans whose products you carry. Events are excellent for building community and giving people a reason to visit your store. Offering a special discount during the event can also convert attendees into buyers.
BOOST YOUR ONLINE PRESENCE
With many potential customers traveling or spending more time outdoors, online shopping increases. Ensure your e-commerce site is optimized for mobile use, update your online inventory and consider targeted digital advertising to reach your customers wherever they are. Engaging content that resonates with summer activities or preferences, shared across your social media platforms, can also drive online traffic and sales. Try remerchandising your website a bit with a new homepage or cart layout. Check out the guide to content marketing on page 88 for great tips in this area!
OFFER SEASONAL LOYALTY REWARDS
Encourage repeat business through a summer loyalty program. Offer rewards that are seasonally appropriate and potentially quicker to attain, such as “Buy three, get your fourth summer essential at 50 percent off.” Make sure the rewards are tempting enough to bring customers back into your store multiple times throughout the summer.
PARTNER WITH OTHER LOCAL BUSINESSES
Team up with nearby businesses to cross-promote each other’s offerings. For instance, a collaboration with a local ice cream shop could involve offering discount vouchers to each other’s stores. These partnerships help widen your reach and attract a diverse array of customers.
REMERCHANDISE YOUR STORE
Refreshing your store layout can dramatically increase interest and sales. Move your merchandise around to highlight different items, and create new
displays that draw attention to products that might have been overlooked. Online, consider updating product categories and feature items on your homepage that are particularly suitable for summer or any current promotions.
RESTYLE AND RESHOOT PRODUCTS THAT AREN’T SELLING
If certain items aren’t moving, they might just need a new context. Restyle them in a summer setting, perhaps paired with best-sellers or seasonal
items, and shoot new photos for your online and physical marketing materials. Fresh images can reignite interest and help customers see these products in a new light, potentially boosting their appeal.
INVEST TIME INTO EDUCATION
As a business owner, you are never going to know it all. With constant shifts in retail trends and consumer behaviour, investing time into education is necessary. Using a slow sales time to expand your knowledge with education is the perfect use of time.
Sara Burks is the Director of Partnerships and Education at The Boutique Hub. She has been in the boutique industry for over 20 years and has a master’s in business administration. At The Boutique Hub, she shares her practical knowledge of the boutique business with Hub members. On top of her boutique experience, Sara is a rodeo coach, started a jewellery brand, is a wife, and a mom of two girls. Follow The Boutique Hub on Instagram (theboutiquehub) or join the community at theboutiquehub.com for more content.
Holiday Wishlist
Stock up on the hottest style and lifestyle trends for a successful fourth quarter
Styling by Leslie Groves
Photography by Will Fournier
Stirrup accessory keeper in Cabernet leather
$55 retail, Oakbark & Chrome, 905-320-9896, oakbarkandchrome.com
Holiday Wishlist
Trending Now: Upscale Cowgirl
Fawn felt hat with leather flower hatband
$85 retail, Love Art Soul, www.loveartsoul.com
Taupe Icelandic sheepskin hide
$190 retail, Black Sheep White Light, blacksheepwhitelight.com
Ivory felt hat with leather flower hatband, $85 retail, Love Art Soul, www.loveartsoul.com
Rider belt bag in wheat leather, $185 retail, Oakbark & Chrome, 905-320-9896, oakbarkandchrome.com
Fine art print from $25 retail for 5-inch by 7-inch, Crystal Clarke Animal Art, www.crystalclarkeart.com
Blanket scarf
$160 retail, Oakbark & Chrome, 905-320-9896, oakbarkandchrome.com
Twist ear warmer handknit from a chunky wool-acrylic blend, Rough Bark Knits, roughbarkknits.com
Holiday Wishlist
Trending Now: The Empress of Pamper
Cozy pink booties
$39.95 retail, Warm Buddy Company, 888-649-0649, www.warmbuddy.com
Lady Jayne flip notebook with pen
$13.99 Edenborough, 800-265-6398, www.edenborough.com
Silk scrunchie available in 11 colours, $18 retail, I’m Hair For You Always, www.imhairforyoualways.com
Soothing rose petal soak bath from Mixture, $52.99 retail, Edenborough, 800-265-6398, www.edenborough.com
Lady Jayne embroidered pencil pouch
$22.99 retail, Edenborough, 800-265-6398, www.edenborough.com
Purple planner Victoria’s Journals, victoriasjournals.ca
Rosemary and Amla Scalp and Hair Strengthening Oil
$52 retail, I’m Hair For You Always, www.imhairforyoualways.com
Demdaco Giving wrap
$64 retail, Canfloyd, 800-263-3551, www.canfloyd.com
Cross
The Ultimate Baby & Kids
Discover the Latest Must-Haves for Little Ones
Styling by Leslie Groves
Photography by Will Fournier
Pretty in Pink
Adorable Finds for the Little Ones
Bubble tea
plush pillow
$24 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
Large weighted plush Bumpas
$49.99 retail, Bella Flor, 800-667-1902, www.bellaflor.ca
Soft and stretchy blanket
$49 retail, Wheat & Wildflower Handmade, 204-407-0222, www.wheatandwildflower.ca
Pink cat mat
$30 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com
Tiny Twinkle plates and bowls
$5.99 and $4.99 retail respectively, Kidcentral Supply, 877-218-0396, www.kidcentral.ca
Olive double pom hat made from a chunky wool-acrylic blend, $33 to $58 retail, Rough Bark Knits, roughbarkknits.com
Unicorn soap Blush Organics, www.blushorganics.ca
Wild Things
Adorable Finds for the Little Ones
Gone Fishing lounge sweater
$51 retail, Wheat & Wildflower Handmade, 204-407-0222, www.wheatandwildflower.ca
Large Little Big Friends musical squirrel
$39.99 PJM Distribution, 604-940-9990, pjmdistribution.com
Heat-able tan kitten
$39.95, Warm Buddy Company, 888-649-0649, www.warmbuddy.com
Hand-crocheted baby booties
$35 to $42 retail, Rough Bark Knits, roughbarkknits.com
The Olive Beanie made from a chunky wool-acrylic blend, $26 to $47 retail, Rough Bark Knits, roughbarkknits.com
Prairie Gold baby set handmade in Canada, $80 retail (pants not shown), Wheat & Wildflower Handmade, 204-407-0222, www.wheatandwildflower.ca
Welcome Little One greeting card $6, Amy Rae Maker, amyraemaker.com
Lulujo Muslin blankets Kidcentral Supply, 877-218-0396, www.kidcentral.ca
Tractor bath bomb Blush Organics www.blushorganics.ca
Time to Play
Adorable Finds for the Little Ones
Barnyard bookends from Primitives by Kathy, $60 retail, Candym Enterprises, 800-263-3551, www.candym.com
Stacking game from Goki, $26 retail, Eco Parade, 905-910-1558, www.ecoparade.com
Rainbow building blocks from Goki, $36.80 retail, Eco Parade, 905-910-1558, www.ecoparade.com
Hold My Own teether toys
$6.99 each, Kidcentral Supply, 877-218-0396, www.kidcentral.ca
This Tranquil Turtle emits soothing sounds and projections, $74.99 retail, Do-Gree Fashion, 800-839-8808, dogree.com
CONTENT MARKETING Cheat Sheet
In this guide to content marketing for independent boutique stores, the dynamic couple behind The Retail Duo explain how we can create killer content quickly for our socials and marketing. HINT: You already have the tools it takes. All it takes is a mindset shift!
By Diane Spiridoulias & Karen Kritzer
In today’s fast-paced retail environment, creating effective content and marketing campaigns is super important and can feel overwhelming. However, when you switch your mindset from creating content to comparing your in-store elements to your online elements, the approach becomes more practicable. In this guide, we will explore the parallels between in-store and online marketing while offering actionable insights designed to help you succeed in the digital age.
WINDOW DISPLAYS & THE HOMEPAGE
They say home is where the heart is, and the homepage of your website is no different. Just as display windows are the first impression and the eyes into your store, your home page is what sets the stage for what lies behind
your site. Within seconds, a homepage will either captivate visitors or drive them away.
Typically, windows showcase themes, promotions and seasonal buys with exciting taglines and messages, so the homepage of your website should serve the same purpose. Ensure yours is inviting and encourages further exploration by including the following:
Clear Messaging: Just like a window display, your homepage should convey a clear and enticing message. Use compelling headlines and visuals to draw visitors in.
Visual Appeal: High-quality images and a cohesive design will make your homepage stand out. Ensure it reflects your store’s brand personality and current campaigns.
Easy Navigation: Visitors should be able to easily find what they’re looking
for. Organize content logically, with intuitive menus and clickable elements.
STORE SIGNAGE & ONLINE ADVERTISING
Effective in-store campaigns use clear, memorable messages through signage, banners and displays to capture attention and guide customers through the store. Similarly, online advertisements and campaigns can significantly influence consumers, but the challenge is to get them to click on the ad rather than delete it. Strategies for impactful email marketing include:
Exclusive Offers: Create a sense of urgency in your online campaigns with limited-time promotions or exclusive deals.
Personalization: Personalized greetings and tailored content resonate more with recipients than generic messages. Use
customer data to segment your audience and customize your emails.
Clear Call-to-Actions (CTAs): Make it easy for recipients to take the next step, whether it’s visiting your website or redeeming an offer.
FITTING ROOM & FIRSTHAND PRODUCT REVIEWS
In-store fitting rooms provide you and the customer with immediate insight and feedback on the products you sell, which is crucial to their buying decision and for your future purchasing choices. When a customer buys a product online, this experience is delayed until the product arrives which is why having customer reviews and testimonials on your site is so important, to bridge this gap. Encourage customers to share their experiences through photos and reviews. Leverage online reviews by including:
Photo Reviews: Ask customers who have made an online purchase to share photos of themselves using or wearing the products to add authenticity and help potential buyers visualize the product in real life.
Testimonials: Positive feedback can significantly influence potential customers. Highlight these on your product pages and social media.
Engagement: Respond to reviews, thank customers for their feedback and address any concerns. This shows that you value their opinions and are committed to improving their experience.
THE CASH DESK & THE SHOPPING CART
The cash desk in a physical store is where the final transaction occurs, similar to the shopping cart online. Streamlining this process is crucial for reducing cart abandonment rates and increasing conversions. Here are some tips for optimizing the online checkout process:
Simplify the Checkout Process: Reduce the number of steps required to complete a purchase. Allow guest checkouts to make the process faster.
Multiple Payment Options: Offer various payment methods to accommodate different preferences.
Security: Ensure that the checkout process is secure, with visible security badges to reassure customers.
By drawing parallels between in-store and online strategies, retailers can develop a cohesive approach that resonates with their audience, captures their attention and keeps them coming back for more.
STRATEGIES FOR MARKETING SUCCESS ONLINE AND OFF
By Diane Spiridoulias & Karen Kritzer
Pictures Are Worth More Than a Thousand Words
Invest time in creating high-quality product images. Styled photos are essential to show the product in use, highlighting features and benefits. Mixing lifestyle shots with basic, clear and well-lit images all connect with consumers online.
Video Reigns Supreme
Once you’ve mastered photography, integrate video content. Dynamic short clips of products in use can grab attention and are expected by today’s audiences. For example, a video of a long flowing skirt blowing in the breeze can bring the garment to life, showcasing its texture, colour and material.
Banner & Pop-Up Ads
Incorporate banners or promotions that act as pop-ups to capture audience attention. Promo codes and themed sales are particularly appealing. Specialty banners can add a refreshing new feature to an otherwise stale webpage.
Get Extra Social
Authentic engagement on social media is crucial. Designate a person to monitor accounts and interact with followers. Building a like-minded community helps grow the brand and generates glowing reviews. Engage with your audience consistently, using a tone of voice that matches your brand. Polls and questions are fun ways to interact with followers, allowing them to be part of the action and serve as brand ambassadors.
STRATEGIES FOR MARKETING SUCCESS ONLINE AND OFF
Organization & Layout Are Key
Just as the store layout guides customers through the physical space, your website’s layout should strategically showcase your products. Consider the flow of information and the hierarchy of items. What do you want visitors to see first? How can the content be ordered logically? Put yourself in the customer’s shoes and experiment with various layouts until you find the optimal arrangement.
Building Happiness into Your Brand
Glimmers of joy and little happy memories will be necessary tools to combat pessimism for the remainder of 2024 and 2025. Your brand can build happiness into its offerings by celebrating all consumer wins, big and small. Create campaigns that acknowledge and reward small milestones to foster a positive emotional connection with your audience.
Building for Equity
As wealth and societal disparities increase globally, companies that mitigate inequality will gain loyalty and brand awareness. Develop a plan for building equity by implementing fair practices, supporting community initiatives and ensuring inclusivity in all aspects of your business.
Inclusivity Across Life Stages
The cost of achieving traditional life milestones is making them unattainable for many, altering people’s life paths and expectations. Pivot to be more inclusive of consumers at every life stage, regardless of age. Offer products and services that cater to diverse needs and celebrate different life achievements.
Innovative Brand Activations
From drone sky advertising to shoppable sidewalks, ensure your
brand activations move beyond the screen. Engage consumers in innovative, interactive ways that blend the digital and physical worlds. These unique experiences can enhance brand visibility and create memorable customer interactions.
Slowing Down in a Fast Trend Cycle
As trend cycles get faster, consumers are yearning for things that feel slower and better. Close this gap with products and services that support healthier and more sustainable consumption habits. Promote quality over quantity and highlight the longevity and durability of your offerings.
Creating IRL Third Spaces
Consumers are craving more connections, making IRL third spaces more important. Provide opportunities for socializing and leverage them to aid product discovery and conversion in an organic way. Host events, workshops, or community gatherings that align with your brand values and engage your audience.
Harnessing AI for Retail
AI has immense potential to transform the world for the better, but it can also be a vehicle for mass disinformation. Retailers can harness its capabilities to advance their own strategies while also allaying consumer anxieties. Utilize AI-driven personalization to enhance customer experience but maintain transparency about data usage to build trust.
The Retail Duo, Diane Spiridoulias and Karen Kritzer, offer two sets of eyes, two opinions, and over 20 years of industry experience. Located in the greater Toronto area, they love to travel and share their love for all things retail and design. Both are instructors at the visual merchandising program at Sheridan College in Oakville, Ont. Follow them on Instagram @ theretailduo or visit www.theretailduo.com.
Great White North
Styling by Leslie Groves
Photography by Will Fournier
Take me to the Sea
Delightful Canadian-made sea-themed goods
Coaster made from porcelain with a matte finish and cork back, from $7.50 retail, Giftologie, 905-329-5717, giftologie.myshopify.com
Into the Waves tea towel $25 retail, Kautzi, 782-777-2510, www.kautzi.com
Canadian Maple board Large (38 cm x 26.5 cm x 2 cm) , $119 retail, Ocean Boards by Eveline, oceanboard.ca
Peggy’s Cove Lighthouse art print $25 retail, Kautzi, 782-777-2510, www.kautzi.com
Solitude shadow box craft kit for ages six to 96, $42 retail, Our Little Makery, ourlittlemakery.ca
Glass buoy ornament available in six colours, $60 retail, Peggy’s Cove Glass 902-823-2005, @peggyscoveglass
Sticky notes with 50 sheets, $7.50 retail, Kautzi, 782-777-2510, www.kautzi.com
Counted cross-stitch kit $60 retail, Maidenwood Embroidery Designs, www.maidenwood.ca
Let’s Get Cozy
Canadian-made goods perfect for fall
Wearable art scarves from Canadian photographer Katherine Keates, from $260 retail, Lolili, 416-716-5284, www.lolili.ca
Shadow box craft kit for ages six to 96, $42 retail, Our Little Makery, ourlittlemakery.ca
Handknit cup cozies
$9.50 retail, Rough Bark Knits, roughbarkknits.com
Fall gnome crafted from soft and luxurious fabrics, Gnomeville Studios, gnomevillestudios.com
Screen-printed tea towel
$25 retail, Kautzi, 782-777-2510, www.kautzi.com
Take Care
Our favourite Canadian candles, beauty and homecare products
Eco-friendly fabric cleaner and spot remover scented with white citrus, $14.99 retail, Mother of Invention, www.motherofinvention.ca
Cane sugar made with lavender great for baking and sweet drinks, $13 retail, Lavender Hill Home, www.lavenderhillhome.com
Blackberry + Sage soy wax candle
$24 retail, Ashbury Bloom, 289-689-1630, ashburybloom.ca
Soft glow body oil
$28 retail, Liv Metta, www.livmetta.com
Harvest Moon-scented wooden wick candle
$29.99 to $49.99 retail, Green Ash, www.greenashdecor.ca
Gemstone roller perfumes
$48 retail each, Louisa Jones, louisajones.com
Vitamin Sea deep hydrating serum made with sea kelp and niacinamide, $62 retail for 30 ml, Ladoni Kind Beauty, www.ladonibeauty.ca
Wild Potions No 4
aromatherapy rollerball, $18 retail, Blooming Wild Botanicals, 506-2431815, bloomingwild.ca
Ritual gentle cleansing balm $62 retail for 50 ml, Ladoni Kind Beauty, www.ladonibeauty.ca
Travel tin candle made from soy wax scented with fig, vanilla, sandalwood and tobacco, $22 retail, Louisa Jones, louisajones.com
Salt and tea bath set pairs wild-foraged botanical bath teas with soak blends full of minerals and vitamins, $20 retail, Sea Salt & Twig, seasaltandtwig.com
Beach Body Balm scented with pineapple, toasted coconut, key lime and pink grapefruit, $32 retail, Tofino Soap Company, tofinosoapcompany.com
Refreshing Escape bath bomb made with natural French green clay, $6.50 retail, Ashbury Bloom, 289-689-1630, ashburybloom.ca
Artisan soap bars handcrafted in small batches, $10.95 retail, La Prunelle Artisan Soap, laprunellesoap.com
Reps Get Real
What makes a great rep, what are the biggest pain points for store owners today and if they had a magic wand what they would change about the industry!
By Erica Kirkland
When I set out to conduct the interviews for this rep roundtable, I asked around for recommendations on great reps. Over and over again the same names kept popping up, which is how I arrived at this initial, group of incredible reps who have all been in this industry for decades. I say initial as future roundtables will include the perspectives of reps from the provinces and territories we haven’t covered here.
I’ve always referred to reps as the field reporters of our industry, and immensely respected their views as they are the only people in this industry who are visiting stores almost every day of the year. They know what is happening in the trenches, and as you will learn if you read this entire article, a great rep holds an abundance of knowledge not just into retail operations but also into wholesale operations which makes them uniquely suited to file field reports into the state of the industry. Here we go!
“One of the things Jeff and I are really big on is celebrating our stores’ anniversaries and special events.”
REP GROUP: The Monarch Agency & The Monarch Paper Collection
PRINCIPALS: Rhea and Jeff King
LINES: David Youngson & Associates
TERRITORY: Lower Mainland, B.C.
Partners in business and life, Rhea and Jeff King alongside two assistants make up The Monarch Agency which reps all three of David Youngson & Associate’s divisions in Lower Mainland, B.C. What makes this rep group unique is that they have a 4500-square-foot showroom outside Vancouver which they sub-lease to two other reps. “Jeff and I decided to open it during the pandemic,” explains
Rhea. “We felt that there would be a change in how customers would be buying and travelling. It was a calculated risk and it has been very successful. Retailers love being able to get out of their stores to come to the showroom and we can accommodate customers seven days a week.”
Tell us about your journey toward becoming a sales rep.
“My father had a chain of five retail stores (Kim John Gifts & China/J. Brian Fine China & Crystal) here in Lower Mainland, B.C.. He started me in the stockroom at around eight years old and I had to master the stockroom first. I was in my teens before I was allowed on the sales floor, and I had to master that before he allowed me to have any management duties.”
Rhea was headhunted by Pierre Belvedere to grow their territory. As she says, “Territory growth is my strength.” After working with Pierre Belvedere she worked with some smaller lines before moving on to become the national sales manager for Bella Flor. After having children, she stayed at home and when she came back to work she did so remotely as the national sales manager for Bella Flor again. “Then I got an opportunity to realise a goal that I’ve always had which was to have my own agency.” In 2020 Jeff left a lifelong career running automotive dealerships to join the agency and DYA.
What makes a great rep?
“A great rep combines the ability to sell with strong administration and organizational skills. There are a lot of details involved in managing orders and then marketing for future orders. You can have the friendliest personality but if you can’t close the deal then you won’t succeed. If someone is not organizationallyoriented and if they can’t manage the stress of a multi-line agency, then it likely isn’t a good fit. Being a rep is being an entrepreneur. It’s hard work but the hard work gives concrete results.
“I’m very much a solutions-based salesperson. I don’t believe in over selling or selling stores something that doesn’t make sense. We want to foster long-term relationships built on trust and respect. Greed needs to be left at the door to build a long-term relationship.
“The more fact-finding you do as a rep, the easier it is to suggest lines that will help that store owner grow their business. Don’t just drop a card and catalogue. Do your research. To be a good rep you must put your needs at the door and focus on your customer’s needs. Our goal is to help store owners make more money and that’s a matter of finding opportunities for our retailers
“One of the things Jeff and I are really big on is celebrating our stores’ anniversaries and special events. We will provide something to help them bring customers through the door. It’s important to us that our retailers understand when they give us an order they are giving us an opportunity to earn an income and we want to show our appreciation. It’s important to show thanks and recognize that we are part of a collaboration. If a store owner says it’s so slow, we’ll put a gift basket together that they can raffle. You have to work as a team with your customers.”
What are retailers struggling the most with right now?
“Consumers and store owners are still buying, but they’re being cautious. Last year was insane and it’s hard to top that. As reps it’s our job to be positive and create solution-based selling. Retailers still need to keep their customers engaged so we are focused on getting them product that costs less, lines that have extended dating or creating buzz around a category they may not have experimented with. There is always something we can do to help them.”
What advice can you share with retailers when it comes to rep relationships?
“Retailers and reps need to be honest with each other if the relationship isn’t working. Most reps out there will be responsive to the needs of store owners. Seek out the reps who genuinely have your best interests at heart while respecting the needs of their vendors. I don’t compete with my fellow peers because if they have a product that will make my retailer money I’ll happily connect them. When our retailers are profitable we all succeed. And after working with a store if my store has buyer’s remorse, then I suggest they hold the order and rethink it.”
What does the future hold for sales reps?
“The retirement exodus is happening quickly. I’m always trying to recruit younger people and young talent. It’s a great career because the harder you work, the more you make. You have flexibility and can set your own hours. It doesn’t matter who I’m talking to, I’m looking and asking myself whether they would be a good fit. There are a lot of people who don’t want to be part of a corporation. Reps are an essential part of this industry because we are the pulse on the road. Nothing can replace the real-world analysis road reps make as they knock on new doors.”
REP GROUP: Cowan & Co. Merchants
PRINCIPALS: Pam Cowan and Jennifer Cowan-Savio
LINES: David Shaw Designs, Splash International, Grosche International, Mary Macleod’s Shortbread
TERRITORY: Toronto West, Niagara and Southwest Ontario
Pam Cowan’s entire career has been committed to working in the gift, housewares and tabletop industries. Prior to becoming an independent sales rep, she was the Canadian sales manager for two prestigious European tableware manufacturers: Villeroy & Boch and Llladro. Her expertise covers brand marketing, sales development, international import, product management and the entire customer experience. Since 2015 she has been an independent wholesale rep and works with her daughter, Jennifer Cowan-Savio, who brings a unique set of skills and experience to her role having been certified as a Red Seal chef and worked in fine dining establishments in Canada, Italy and London, England. Jennifer also managed front of house, recruiting, training and social media marketing for a luxury fine dining group with 10 restaurants in London. On her return
to Canada, she took her skills to the gourmet grocery sector before joining Cowan & Co. Merchants. She’s highly skilled at forecasting trends, developing product knowledge, brand positioning and content curation.
What do you enjoy most about your jobs?
Pamela: “When the retailer is successful. The sell-through is the success story and how we help make that happen through product knowledge and buyer demographic info. It’s not easy. In the past everybody was buying everything. Our products are a discretionary spendwe sell things that people don’t need. ”We want to make sure that when these retailers do invest in the lines that we carry that we do not just write an order but that we circle back and see how it’s selling. You either hear back straight away or there is a hiccup and then you help them through that; otherwise you’re just abandoning them. A lot of reps just ‘phone it in’. We believe in being available 24/7 –via phone and onsite – and providing sound product knowledge on a constant basis.”
Jennifer: “Helping people. I love being in stores and admiring how they merchandise; how they can take a product and make it stand out in their shops and go out of their way to make a whole customer experience. When we leave a store, we are so excited and pumped. I really enjoy the social aspect and seeing people be successful with the product that we sell.”
What makes a great rep?
Jennifer: “Staying in touch with your customers on a very regular basis. Communicating with them is huge especially with the product we have coming from Europe, there can be a lot of time delays. Also, getting in the car and going to see them and not just when you have an appointment, just as a customer. Bring them a coffee and see what’s happening. While there, notice things and pass along helpful advice. Our customers are great at what they do and so professional. I’m shocked at how much time we spend
with them. We only mean to be in there an hour max and come out three hours later.”
What are some of the major pain points for retailers right now?
Pamela: “In one word it is the ‘economy’ and the uncertainty of that. High interest rates and rent in downtown Toronto is prohibiting anybody new from moving in. It’s all restaurants, cafes, nail salons and designer label apparel. As rents have ramped up, it’s a very different world there now.”
I f you could change one thing about our industry, what would it be?
Pamela: “I’d really like to eliminate the total confusion around the two Toronto shows. The separation was not pretty, but they need to figure out how to get along now. Working against each other with competing agendas is very frustrating and annoying for reps, retailers and suppliers.”
Jennifer: “On that subject there is still a lot of confusion around those shows. Our customers still get confused as to who is where. It would be beneficial to everyone to have better, cohesive messaging between the two locales. Having the new permanent showroom for David Shaw has been wonderful but we still need to work on getting our customers organized to get there on a regular basis. I know time and staffing are huge issues for our retailers in this post-Covid era.”
What do you want suppliers to consider when it comes to sales reps?
Pamela: “In order for our industry to grow and thrive I would like to see suppliers step up and better understand that growth potential will only be achieved through innovation and collaboration. We as reps unequivocally should have a voice. Being on the road as much as we are gives us the opportunity to respectfully look, listen and learn. That information is priceless to a supportive supplier in understanding how to read the room and benefit from
our customers communication with us. Today’s very challenging economic impact on our customers and on us as reps running our own business is currently a game changer. Creating a more enticing work experience in our industry is clearly overdue in order to attract a potentially younger workforce.”
REP PRINCIPAL: Sherri Dyer
LINES: SKRP, Giftologie, Caracol, AJ Morgan
TERRITORY: Southwestern Ontario
Sherri Dyer has been a sales representative in Ontario for almost 21 years. Over that time, she has carried a variety of lines, recently focusing on bringing mostly Canadian-made lines to the forefront of the market. What makes Sherri unique is that she is one of the few reps who rents exhibit space for their business. If you’re heading to Toronto Market Week this August you can find Sherri Dyer Life & Style in the Mode section of the show.
Tell us about your journey toward becoming a sales rep?
“All my life people told me I should go into sales but my view of sales was what I saw on TV: used car salesmen and the ad guy on WKRP. So I went into the corporate world. When I was on maternity leave my sister-in-law, who was a rep with a large agency,
severed her least profitable line and area for me. It was a dog’s breakfast of a line but I loved it and I was hooked. I loved the autonomy and being able to pivot and make quick decisions. I was so frustrated in the corporate world. Now I can implement improvements right way.”
What do you enjoy most about your job?
“I love being a connector. I’ve always been a person who brings people together in the business world to help them become more profitable. Merchandising is not in my wheelhouse, so that’s where I struggle.”
What makes a great rep?
“Using your ears twice as much as your mouth. Listening for pinch points and smoothing them out with guidance. Being an advocate with the wholesaler on the retailer’s behalf if there is a problem. Connecting them with another line if that will help them. It’s not just what’s in my toolkit, I think about how I help them outside of that box, too.”
What are some of the major pain points for retailers right now?
“Our lines cater to the middle class, who are living in fear as housing and food prices rise. The economy and political landscape aren’t supporting and favouring small business. Silver lining? Indie stores have the opportunity to double down on things that make them stand out. Their outof-the-ordinary product offering, the value they add to the buying process with their knowledge, and their customer-centric approach are the ‘secret weapons’ they have against the nameless and faceless goliath big boxes.”
If you could change one thing about our industry, what would it be?
“I’ve been blessed to work with some outstanding suppliers, with longstanding relationships. I’ve also worked with some unethical ones, who use reps to build a territory for
them, then dump them in favour of in-house phone reps and online ordering platforms. Whether it’s a business model of ‘use and dump’ reps, or simply leaning heavily into digitally-generated leads and orders, removing an independent third party from the equation results in retailers no longer getting a vital objective view of the products, and vendors eventually having no clue if they are positioned with the best retailers in the area. Retailers rely on independent sales reps to provide insight into what is selling and to help fast-track decisions and solutions. Your rep will tell you not to buy something while the in-house rep will be told to sell everything and won’t know what has traction in the area or what else is being offered currently in the marketplace. If you have a rep that has your back that way, that’s invaluable.”
REP GROUP: Clement Sales
PRINCIPALS: Chris Clement and Heidi Clement
LINES: Zwilling J.A. Henckels, Danica brands, Peugeot Saveurs, Streamline Art & Frame, Upper Canada Beauty & Wellness
TERRITORY: Alberta
Tell us about your journey toward becoming sales reps.
“After both graduating from different years at the Northen Alberta Institute of Technology Radio & Television (NAIT) program, Heidi and I met at Edmonton’s CFBR ‘The Bear’ radio station. I was working as an on-air personality and Heidi was in the promotions department. It was a unique and different experience, and was lots of fun when we were young, but very competitive and hard to maintain a stable living. After many years, Heidi moved on to the marketing department at the Edmonton Journal and I joined my parents to create a sales rep group. We started with smaller companies and smaller brands and grew from there. Once my parents retired, Heidi came to join me, and we continue to grow!”
What do you enjoy most about your job?
“I really like the variety and love my time on the road, having a different experience with a customer in a different town every day. Then, after I’ve travelled extensively for a season, I love a bit of a break, to be at home and close to family. We travel to the shows twice a year in Toronto and view that as our semi-annual chance to relate to other industry colleagues and suppliers, to share ideas and see the products firsthand.”
What makes a great rep?
“Being relatable and trying to understand the challenges that retailers face. We are providing a service and building relationships rather than selling. We are a sales agency, yes, but our goal is to place the right product with each customer who, in turn, has something exciting to show their customers. We keep a close eye on market conditions and want to match up appropriate goods and the right brands, the right product types with the right stores. It’s not about trying to push something to a store that won’t have a benefit. Our mission is to always provide Alberta retailers with access to premium brands, up to date information, and customer service. We try to understand our
retailers needs and provide the best solutions for success.”
What are some of the major pain points for retailers right now?
“ Right now, the biggest challenge is the current market conditions.
The only way to combat that is to be consistent and to look for fresh approaches to connect with customers. We pride ourselves on representing strong brands that perform well and we continue to be relatable and accessible to our retailers - in person or online. There isn’t as much disposable income and we’re all fighting for the same piece of the pie. With the cost of necessities having increased so much over the past couple of years there isn’t as much money to trickle down to the products we sell.”
How often do your suppliers call on you for feedback?
“We are thankful that we represent brands that continuously ask for feedback about our territory regarding market specific challenges and successes. It’s imperative that we all work together to ensure success and growth. We brainstorm ideas for new products, promotions and review on a regular basis. Our partnerships with our suppliers and retailers are very important to us and communication is key.”
“A commission structure that was similar for everyone. Some lines overpay, some underpay. It’s unfair, and there is no regulation at all.”
REP PRINCIPAL: Lorelei Chapman
LINES: Gourmet du Village, Bella
Flor, Abbott, History and Heraldry, DYA Spruced
TERRITORY: Northern, Interior and Kootenay, B.C.
Lorelei Chapman is unique as a sales representative because she has worked in three different provinces. Originally from Saskatchewan, she moved to Ontario and is now in British Columbia living her best rep life as a true road warrior.
Tell us about your journey toward becoming a sales rep.
“Because I was a single parent, I needed a schedule that I could control. I got speaking to a girlfriend who was repping a greeting card line, and she offered me the chance to come on the road with her and see what I thought. I was hooked and it didn’t take long to build my business, although the first few years I also had a part-time job.”
What do you enjoy most about your job?
“Working with the client. I really like that personal, one-on-one interaction and I like the variety of people. Also, I’m a real road warrior. I don’t mind the driving. I travel in seasons as I can’t get to the many mountain towns
in bad weather. Usually, my road trips are quite extended when possible. It depends on the season but I can do two weeks on the road and then come back home for the weekend and be gone again. Most of that time I spend with appointments and the rest I try to prospect.”
What makes a great rep?
“The personal touch and listening. Understanding your retailer and their needs/market enables you to build strong and lasting relationships.”
What are some of the major pain points for retailers right now?
“They are having to pivot. They are seeing changes in what the consumer is buying and they are finding they are having to change their buying. A lot are moving to consumables and sensory gifts like candles.”
How often do your suppliers call on you for feedback?
“I’m not a quiet rep. I never shy away from sharing my experience, knowledge and expertise - the good and the bad. Because of my history in the industry, companies will call and ask for my opinion. As an example I’ve always appreciated working with Gourmet du Village as they have always asked for the opinion of the reps and have us vote before they finalize a season. Truly all of my suppliers strongly promote rep feedback.”
If you could change one thing about our industry, what would it be?
“A commission structure that was similar for everyone. Some lines overpay, some underpay. It’s unfair, and there is no regulation at all. Companies can cut commission rates, cut territories and remove lines that you rep. Also, as reps, with all the various online ordering systems each line uses, we spend a lot of time making sure we are being paid for all our orders.”
Freshly Baked Kindness
New Seasonal Scent!
Looking Forward
By Nickeisha Lewis
W
hile we may be sitting in stifling heat currently, the colder weather and the fourth quarter are right around the corner, and the time to start prepping is now. With price remaining top of mind for many customers this year, it may not be at the top of their list initially to visit a small business. In this article, I’m going to explain how independent retailers can entice consumers to shop at their stores this holiday season over the big-box stores and mass merchants by turning their boutiques into destinations that demand to be discovered.
FOCUS ON MEMORABLE STORE EXPERIENCES
Brick-and-mortar retailers need to offer more than just products; they need to provide a unique shopping experience that entices customers to visit in person. Host engaging events, provide personalized shopping experiences and offer customization options for gifts.
A personal touch, such as gift-wrapping services, can become a new revenue stream or an ongoing complimentary service that sets your store apart, giving you a unique selling advantage over your competitors. If you do offer free gift wrapping, consider setting a minimum purchase to encourage upselling. Ensure your store’s name is included on the packaging, whether on the box, gift card or gift receipt.
CROSS MERCHANDISE & PRE-WRAP PRODUCTS
Create visually appealing displays and arrange products in various settings to evoke emotional connections with shoppers. Display convenient pre-wrapped gifts at different price points for quick, last-minute purchases. Additionally, capitalize on upselling opportunities at the checkout with strategically placed cards and small gift items. For example, pair a cozy blanket with hot cocoa, wrap
it with a ribbon, and top it off with festive greenery. The pre-packaged option simplifies gift shopping while also affording you the ability to increase your average sale.
IMPROVE STORE DISPLAYS & SIGNAGE
Clear signage and effective wayfinding help shoppers navigate your store efficiently. Use end cap displays or centrally located tables to highlight great gift ideas. Make sure your displays are attractive and accessible, drawing shoppers in with appealing arrangements and easy-to-read signs. Offering gift cards prominently can also boost sales, catering to those looking for flexible gifting options.
ENHANCE CUSTOMER SERVICE
The key to successful gifting is offering the perfect items at the right prices for the intended recipient. Ensure your sales staff are knowledgeable about your inventory and can guide shoppers to the perfect gift. Personalized recommendations can make a significant difference in the shopping experience, encouraging customers to return.
As customers grow weary of impersonal, one-sizefits-all chain stores, independent retailers have the opportunity to further shine by continuing to offer customized and convenient shopping experiences.
By implementing strategies the big-box stores can’t deploy as effectively, successful independents can attract shoppers and build long-term customer loyalty in the face of price pressures. This holiday season, make your store a destination for thoughtful, unique gifts and create a lasting impression that keeps customers coming back year after year.
Nickeisha Lewis is the founder of Nola Designs, a retail interior design firm based out of Kitchener, Ont. Nickeisha and her team focus on helping female-owned businesses take their retail stores to the next level. www. noladesigns.ca
August 8 - 15 2024
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