Queen West is a veritable fashion mecca for Toronto; lined with fantastic boutiques and vintages stores with enough diversity to make any fashion lover happy. One of these great young boutiques is Charlie, owned by Erin Swan. Charlie features predominantly Canadian brands, a rare feat in today’s increasingly global fashion industry. I chatted with Erin about her inspirations, and the challenges and fun behind owning your own store.
Style Nine to Five: What’s the inspiration behind the name of your boutique?
Erin: Unfortunately, I don’t have a great elaborate story of where the name came from. It was really important for me to choose a name that I wouldn’t get sick of. It kind of just popped into my head and stuck. I also really like the way it looks in print; very practical reasons!
SNTF: You seem to carry a lot of great Canadian brands like Pink Martini. How do you go about choosing which brands to carry in store?
E: I do make a point of carrying a lot of local designers. I tend to source out new brands online as well as at trade shows, art and craft sales, festivals, etc. Now that the shop is more established, many designers contact me directly to show off their line, which is nice!
SNTF: What are your go-to pieces from Charlie for Summer 2013?
E: One of the reasons I love Pink Martini so much is that their designs are incredibly versatile and wearable. These are a few of my top pieces from their current collection;
The Plumeria Blazer ($89) – The colour is stunning on this piece and it’s lined with the cutest little bird print!
The Guava Dress ($80) – This is the perfect dress to purchase for attending a wedding! Mainly because of it’s versatility! It’s not a one event only kind of piece!
The Java Top ($75) – I love the texture of this top and I’m always a sucker for a good peter pan collar!!
The Banyan Shorts ($55) – I think that everything about these shorts is perfect! The shape, the colour, the print. They’re a pair you’ll end up living in!
SNTF: What’s the best part of owning your own boutique? And, what’s the most challenging?
E: The most satisfying part about owning a boutique is being able to support local independent designers. I love that I have a space where I can show off their talent!! The most challenging part would be the amount of work that it entails. I still generally work 6 days a week.
SNTF: Describe your typical day at the store.
E: A typical day in the boutique varies, but our top priority is always customer service! So, if we have clients in the shop they have our full attention!
SNTF: How do you hope to see charlie grow in the next five years?
E: There are so many things that I plan on evolving over the next 5 years!! I feel more inspired then ever! But, most of it is top secret at this point!! You’ll have to stay tuned!
All images courtesy of Charlie Boutique.
By Zoe Alexandra Torell, Toronto
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