The Best ofIntima & Swim Edit
Stole My Heart, Canada
02 February 2018
On November 1st, 2016, Amy Pearson and Ashley Holden opened Stole My Heart, a lingerie boutique featuring sleepwear, and loungewear.
Located in Toronto’s oh so trendy West End, the Amy and Ashley have set out to create a space where women can celebrate their right to relish in the bodies they were born with. The Best of Intima caught up with Amy and Ashley for a rare insight into the life of new boutique owners!
Your store opened in November 2016, what is the biggest lesson you have learned in your first year in business?
To be flexible! We’re both planners and that really helped us get to where we are, but it’s just as important to be flexible and roll with things when they don’t go according to plan.
How did it all start?
It all started 3 years ago as we were shopping for Ashley’s wedding lingerie and could not find a spot in the city that had a beautiful, diverse collection suitable for different definitions of femininity combined with a warm and welcoming atmosphere. From that moment, we set out to create a judgment-free, body positive space where women can explore their personal tastes and feel damn good while doing it!
Inside your store is… The store’s décor centres around our graphic floral feature wall and seating area. It is designed to feel more like your stylish girlfriend’s home than a traditional retail space. A mix of new and antique furniture, plush seating and soft lighting puts our clients immediately at ease.
What has been the biggest challenge you’ve had to overcome so far?
It’s so important to us that Stole My Heart be inclusive. Our mission is to provide beautiful, comfortable pieces for women of all sizes and styles in a welcoming, safe shopping environment. Since so many brands are specialized towards a specific size range, one of our biggest challenges is finding other comparable styles without compromising fit or comfort so that none of our clients feel like they’re missing out on any of the beautiful pieces we carry.
What was the best piece of advice you received?
To stay true to our mission! It’s easy to be tempted by a fad or to bring in a popular brand that doesn’t quite align with Stole My Heart’s mission and values. But we remind ourselves that we’ve set out to create something different and that’s what’s working for us.
When your store was opening, how did you spread the word about?
We planned multiple opening parties and partnered with local influencers to spread the word. We were lucky to have some great traditional media coverage as well and, in this past year, we’ve been included in multiple ‘Best of Toronto’ lists.
Does social media continue to be an important tool for you as new boutique owners?
Absolutely. It’s where we’re able to show the brand’s personality and values. We re-shoot a lot of the styles we carry on a variety of women (not models). Many of our clients were first encouraged to visit Stole My Heart from seeing relatable women’s bodies on our social channels. And, it’s just such a great way for us to keep in touch with our growing community.
You have an impressive website alongside your brick and mortar store, do you think that it is key that stores can now provide an offline to online experience?
Yes! There was never any question about whether we would have an online presence. In addition to online sales, our website also serves as a reference for new and existing shoppers and inspires them to visit our brick and mortar store.
How do you navigate bra sizing and online shopping?
Lingerie can be so tricky to buy online! Every brand fits differently, so we make sure to include as much information on fit as possible in our descriptions. We’re also always available to answer questions and make sizing recommendations from our online clients on Instagram, live web chat or email. So far, we’ve had no returns from online purchases!
How have you selected brands over the last year, not just a design point of view but also in terms of brand partnership?
We select brands based on quality and design above all else! And, of course, as a new business, we negotiate minimums to allow us to test out different brands and new styles. It’s also extremely important for us to support independent brands that are run and/or designed by women.
Can you give us an insight into which brands you have on offer?
Stole My Heart also carries an impressive range of brands – many of which are new to the country, including a couple of exclusives – Le Petit Trou (from Poland) and Hopeless Lingerie (from Australia). For lingerie, we also have Fleur of England, Clo Intimo, Else Lingerie, Lonely, and Paloma Casile. In the nightwear – loungewear segment, Julianna Rae and Eberjey also do well.
Do you have any advice for people who dream of opening their own lingerie store?
Always remember that lingerie shopping is an extremely intimate experience for women. Making your client feel comfortable at her most vulnerable should be at the forefront of your mind at all times.
Sales Surface Area: 700 sq. ft.
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