Turning Heads
for 30 Years and Counting
We opened our
doors in 1989, which we’d argue was a rather forgettable time in women’s
fashion. It was dominated by baggy clothes, involved patterns, an appropriation
of the men’s sport coat and very bad hair.
Somewhere along
the way, elegance gave way to, well, silliness. Our mission was to reintroduce
the timeless European look and a simpler style. Our vision was a place where
women who knew enough to know what “classic’ meant had a place to find it. And
for 30 years, they have.
Many of our
customers have been with us since the beginning. Some of their kids now come to
us, which is great fun, especially if they used to come in with their moms when
they were youngsters.
And for 30
years, Dorothea’s been the one constant. Her vision for fashion is what’s kept
our doors open and our fabulous brands returning.
We sat down with
Dorothea for a look back and a look ahead.
Petra’s
Closet (PC)
First of all,
happy anniversary. Three decades is quite an accomplishment, especially given
the ebbs and flows of the fashion business. To what do you attribute your
success and longevity?
Dorothea
Merritt (DM):
Being in the
“luxury goods” category of fashion has sheltered us from the volatility in mid
and fast fashion categories. No matter what’s going on around us, there will
always be people who know what quality is. And Yorkville is where they come to
find it, so we couldn’t have picked a better spot.
PC
Who were your
early influences?
DM
Well, my father
was traditional and the headmaster of a large boarding school. I learned a lot
of common sense from him, although I didn’t realize it at the time. He was very
good at communicating (I hope I got some of his communications skills). I
definitely inherited his ability to remember names, and that’s a real asset in
retail.
Another early
influence was Jil Sander, which is where I got my first job
in the industry and was exposed to everything from fabric quality to design to
production to retail. I wouldn’t say I’m a fan of today’s Jil Sander minimalist
look. But at that time, Jil Sander was about simple unadorned garments made of
high-quality material, exquisitely tailored and crafted. Some of that still
exists. For example, I love this cashmere blend sweater from our Naples
Collection.
PC
And what’s your
secret for keeping pace for 30 years?
DM
Well, as my
husband reminds me: building a business is a marathon, not a sprint. You have
to pace yourself. I make a lot of time for me. When I go on buying trips, I
make sure to hit a park or a river bank for a stroll. I try new restaurants. I
see things. If time permits, I’ll go horseback riding. It’s very
relaxing. I’m proud of my work/life balance.
PC
What else are you
proud of?
DM
I’m proud of our
perseverance. We’ve made mistakes (too many to count), but we stuck to the
vision. I’m proud of our character. We’re honest. We’re fair. And we’re not
afraid to tell a customer that something’s not right for them. It’s not about
the sale here. It’s about the way our customers feel. And I’m very proud of how
well-liked we are by our customers. I love meeting them and working with them
and finding the right looks for them, their lives and their budgets.
PC
Speaking of your
clothes, what’s exciting you these days?
DM
Italy is really
on my radar right now. They’re hitting winner after winner.
This new
cashmere knitwear collection from Naples is a great example. It’s gorgeous
fabric. We’re visiting with the designer team and the production people again
in January 2020.
And Italian
jewellery is exciting me too. Our supplier is a two-man team out of Milan and
they’re really surprising us. We’ll see them in January too.
PC
That’s good
timing, given that Eataly is opening up shortly in the Manulife Centre where
you are.
DM
Yes! And we had
new pop art commissioned for the store for the occasion. I can’t wait to see
it.
PC
Do you see
yourself retiring any time soon?
DM
This is what I
like to do with my life. My husband and I never say we’re looking forward to a
nice weekend. Our weekends are no different from the rest of the week, and I
wouldn’t have it any other way. I’m blessed that every day is great.
PC
Any tips for
those young fashionistas?
DM
This is a
creative business so don’t separate work and play. If you do it right, work is
play. It’s supposed to be fun. Great ideas come from a place of positivity.
Also, manners
matter. We thank our customers for coming to the store and we say, “We look
forward to seeing you again.” We want them to feel comfortable to “drop by.”
When we hire someone I like to say, “You’re hired, but just so you know we say
please and thank you, we open doors for people and we don’t gossip.”
PC
Perfect place to
stop. Congratulations again. And thank you. : )
DM
No, thank you. :
)
