Budget boutique benefits women, community
Consignment shop factors wellbeing of women and Tri-County into business model
When consignment shop owner Joanne Wallace receives a beautiful garment, she doesn’t only see amazing apparel, she sees an opportunity to benefit her community and the women within it.
While her shop, Friends of Jane’s, opened in the spring of 2019 in Yarmouth, Wallace notes the business was actually born circa the late-’80s when she met Jani MacDonald in Digby – a match made in philanthropic heaven.
“Jane and I are very similar. We share a lot of ideas that work and don’t work and brainstorm a lot,” says Wallace. “We’re both communityminded, we’re both about empowering people and stepping up to help our community.”
As active members in their communities, volunteerism and giving back were always top of mind for the two close friends.
“I always have my hands in something,” says Wallace, who sits on the Coastal Financial Credit Union board of directors; has been a part of the local Agricultural Society; volunteered with Boys and Girls Clubs, and has helped organize several events in the community.
After 10 years of seeing her friend thrive with Jane’s Again – a boutique consignment shop in Wolfville – Wallace followed suit after being encouraged by MacDonald, who provided her with a business model for success.
With a high-end boutique atmosphere featuring budgetfriendly price points, Friends of Jane’s inventory ranges from high to low with everyday brands like Joe Fresh to luxury labels such as Louboutin.
“It’s a proper boutique,” says Wallace. “You wouldn’t know it was a consignment store if you walked into it.”
Selling modern garments – most between 3-5 years old – Wallace’s shop presents products in a way that appeals to customers. However, she notes her display initially intimidated some shoppers during her early days – especially those who didn’t bother to see the modest price tags.
“One of my first couple of months in business, a gal walked into my store, and she goes, ‘I can’t shop here,’ and she turned around and left,” says Wallace. “Through word of mouth, she came back because she realized I wasn’t a high-end boutique. Now, she’s one of my regular shoppers.”
Providing an elevated shopping experience is integral to Friends of Jane’s, ensuring shoppers in the Tri-County area can purchase fashionable and affordable styles in their own community.
“What’s appealing to a lot of people is the fact that they have access to products and brand names that they can’t get here,” says Wallace, noting online shopping, searching thrift store bins, and travelling to shop during the COVID-19 pandemic can all be a hassle. “To be able to give them that that kind of experience; it empowers people.”
Employing four other women at her store, Wallace is no doubt for empowerment – particularly female empowerment.
“We’re about women helping women,” says Wallace,
who, on top of providing jobs, also provides a space for others to benefit economically from clothing and accessories they no longer use.
And when items don't sell, Wallace ensures they translate into community-benefitting funds through the shop's Toonie Sales, which have raised money in support of various women and youth charities including the Tri-County Women's Centre, Juniper House, SHYFT Youth Services, Autism Nova Scotia and more.
“It is a real community business helping others, not only by vending the product for them, but supporting local charities,” says Wallace, who assures her for-profit business gives everything back to the community.
Alongside charity, through initiatives like NSCC's Achieve program and Nova Scotia Works, Wallace has also provided training and employment opportunities through her store to women seeking to gain experience and advance in their careers.
“To take people that thought they had no hope, and to be kind, patient and understanding to where they become productive and feel part of the team and part of a movement – that's a good thing,” says Wallace.
Having been uplifted by fellow women herself, Wallace continues the chain of goodwill and invests in the employees she takes under her wing.
“Everybody has a story. So, you learn their story and you help them to rewrite their own story,” says Wallace. “That's what you can do when you have a business. Not everybody sees that. Everybody's about the bottom line; we're not so much about the bottom line.”
With the second anniversary of Friends of Jane's coming up next month, Wallace is thankful for the warm embrace her shop has received from the community – which she plans to serve for a long time.
“We're thankful for the positive support that we get from all areas of the Tri-County,” says Wallace. “We're looking forward to many years of staying in business – we're here to stay.”
To learn more about Friends of Jane's, visit: friendsofjanes.com.