Style Q&A: Ami Boutique founder aims to bring downtown shopping to the North Shore
Credit to Author: Aleesha Harris| Date: Tue, 12 Nov 2019 19:00:39 +0000
When Jennifer Chaplick moved from Toronto to West Vancouver, she found a shortage of shopping options to meet her fashion sense.
So, she decided to open up her own boutique to fill the gap in the market. And Ami Boutique was the result.
We caught up with Chaplick to learn more about her shop, what makes it unique and how she’s looking to change the style scene on the North Shore, one customer at a time:
Q: When and why did you first open Ami Boutique?
A: Though Ami has only been open for a year-and-a-half, the idea to open the boutique came almost four years ago. We had recently moved from Toronto, a city known for, among other things, its great shopping and wonderful boutiques. Immediately, we noticed there was a definite shortage of pretty-clothing boutiques on the North Shore where we lived. Equally surprising, none of the boutiques carried the brands that I personally loved.
Q: Is there a story behind the name?
A: In French, ‘ami’ means friend. I had always joked that I was opening this store for my friends … along the lines of sharing goodies in your closet with your besties. We wanted to create an ambience where everyone would feel welcome, like they were just dropping in on a dear friend. Ami is just such a pretty little word and when we share the meaning, people always smile. It feels good when everyone’s happy, doesn’t it?
Q: For those who aren’t familiar, what do you sell?
A: We like to think of ourselves as a mini-Barneys, a real mix of laid-back chic. We have a curated collection of clothing lines from all over the world, some universally known, others less so. We carry Isabel Marant from France, forte_forte from Italy, R13 and Nili Lotan from the States. We also carry lines that may be less well-known but still have a real following such as Raquel Allegra, for example, as well as Zadig & Voltaire and Hartford.
The best part is when we bring in a new, fabulous line that no one has ever heard of. Our customers go crazy for those moments. Burning Torch, from Venice Beach, has exquisite pieces, especially their garments featuring upcycled silk scarves. Each piece is unique simply because of how it is made. We also carry some local lines: Kolton Babych jewelry, LoverFighter handbags and Steelwood Design boards — who just got scooped by goop!
A look inside Ami Boutique in West Vancouver.
Q: Who is your target customer?
A: We really do try to appeal to everyone. Our customers do tend to love fashion. They are trend-conscious and brand-savvy. They want to look good and feel good. They know and appreciate quality. They prefer the eclectic atmosphere of a boutique over a department store.
Q: And what makes it unique from other boutiques in the area?
A: The environment is pretty special. Lots of space to wander and browse. We are often complemented on the quiet, cool factor in the store with our subtle hints of a Californian vibe. People just like to come and hang out — and we love that!
Q: What has been the feedback from customers so far?
A: I think the overwhelming consensus has been, “Thank goodness you’re here!” They love the convenience of having a special boutique with so many of their favourite lines so close by. We all know we like to treat ourselves every now and then. To be able to have that opportunity in West Vancouver, without having to battle bridges and fight traffic, has been liberating for many of our customers. They can now have a life and look good.
Q: And what’s the price range for items in your store?
A: We try to have something for everyone who comes in. Aside from our luxury lines, we also have affordable pieces woven into the mix. Tanks and T-shirts start at under $100. More luxurious items will carry a higher price tag, however price is rarely the deterrent if the piece is absolutely perfect.
Q: Lastly, what’s next?
A: So many exciting things. We have our eye on a few coveted lines that our customers have been asking about. We’ve started working with Michelle Addison, Vancouver’s renowned stylist and personal shopper. And a big surprise is still to come, hopefully before Christmas. Stay tuned!