January 2012
Laura-Jean’s Love Letter!
Hello and Happy New Year!
At Fresh Collective we’re starting off with a renovation of our Queen street store. A fresh coat of paint, new racks, a new floor and a lot of little fixups will lay the groundwork for a terrific year!
We started at the Queen street location in 2003, and since then have grown to three stores. Most recently, we opened our Roncesvalles location in April of 2011. After a few months of getting that store running smoothly, we went right into a reno of our Kensington location, and now Queen is getting a fresh start.
2011 was a year of a lot of change for us. Growing to three stores presented its share of growing pains, and we had to focus on streamlining our operations to make sure finances were in place, designers got paid on time, the stores were staffed, the products were in at the right time and so on. Through all this, we’ve continued with our monthly meetings (Fresh Collective University) where we help share insight on the business building process for the designers we work with. We’ve organized our publicity efforts, with twice yearly photo shoots and press releases and ongoing social media. We’ve been training the in-store staff to provide the best customer experience possible, and we’re generally working hard on pushing everything we do through to excellence.
We got to know our customers better than ever and have been learning a lot about fit and function- what kind of styles our customers want to suit their lifestyles, express their individuality and flatter their figures- and as designers, our team is more well equipped than ever to offer you our best.
Behind the scenes I’ve been thinking a lot about the underlying message of what we do. In the past couple of years, Fresh Collective has become my calling, and working on the science and the art of it has become my obsession. I see how much it means to our customers, to our designers and to my staff who keep the operations running, tally the sales and design and sew the Fresh Baked Goods line. I started my own business to create a place in the world where I could fit in, shine and express myself, and as the business grows I see how it provides places for more people to do the same.
Learning (often the hard way!) the importance of a strong, disciplined and thriving business foundation has become an incredibly creative and important project for me. I came into this business as a designer of clothing, and I’m going into this new phase as a designer of a business; an organism that works and allows a place for all those in it to contribute, express themselves and do excellent work. The creativity can flourish because the business is taken care of, and that allows us all to feel productive, alive and hopeful. Surprisingly, designing this business is by far the most creative and artful project I have ever taken on. My goal for Fresh Collective is that it lifts the spirits of all those who interact with it- customers, staff, designers and anyone else that this business touches.
2012 feels like a fresh start for us. All the stores have had an overhaul to look their best for you. Our year of rapid change and getting things set up right is over and our designers are working away on making the most beautiful spring lines you’ve ever seen. At Fresh Collective our goal for 2012 is to work hard to offer our lovely customers the best of what we can do, lift your spirits and show you all just how much we love you!
Laura-Jean Bernhardson
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Sensational Sales continue!
We remind you that Fresh Collective Queen Street is closed for renovations, however do take advantage of the exciting prices at our Roncesvalles and Kensington locations! Check our blog for a whole list of discounts.
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BLOG!
Our Fresh Collective blog is updated regularly with beautiful photos, What to Wear Wednesdays, and endless information on your favourite designers. Be sure to check for new information as it airs live on every Monday, Wednesday and Friday!
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