Edmonton-based online women’s clothing retailer Sweet {Jolie} recently opened the doors to its first brick-and-mortar location. The product of successful online crowd-sourcing campaign, Sweet {Jolie} was able to do so due to an astonishing $40,000 raised through ATB Alberta BoostR. The brand will house its first in-house collection, named SJ {Essential}, which has been launched to coincide with the grand opening. Targeted towards a wide-ranging demographic, the brand provides essentials for everyday women.
Known for their designs, the brand also has socially-conscious aspirations. “Our dream is to utilize this new space to raise even more funds and awareness through our {Love} Project in support of women and families in our communities,” states founder Nicole Rice. “We want the Sweet {Jolie} boutique to be a space where women can feel comfortable coming together not only to shop, but to connect with each other about important issues.”
The space will allow a permanent home for Sweet {Jolie}, which had operated not just online but through a series of ever-popular pop-up shops throughout Alberta. Rice’s plans is to also use the space for its signature {Love} Project, an ongoing local community outreach campaign designed to raise funds for local charities. Every month, the {Love} Project chooses a different initiative and donates a portion of its proceeds to that chosen foundation.
Sweet {Jolie} is located in the emerging retail district near MacEwan University, at 10914 105th Avenue. In addition to the retail space, the boutique will also house a lounge for shoppers to congregate. This expands on Rice’s ambition in creating a safe space for women to collaborate and exchange ideas. The boutique will also have a child-minding area, ensuring that the shopping experience is inclusive and family-friendly. The brand’s dedication to its clientele is perhaps most evident in its namesake The Heather Room, a fitting room named after a long-time, loyal Sweet {Jolie} customer who used the Alberta Boostr reward option in the online campaign. At its heart, Sweet {Jolie} is built on the community of fashion-forward, socially conscious women with a shared joie de vivre.
A former interior designer, Rice incorporates her affinity for antiques with a boho-chic leitmotif against an industrial space, ensuring a timeless look for the interiors.
With a robust network of contributors and clientele behind it, look for Sweet {Jolie} to thrive in the bustling Edmonton fashion industry, and support the community around it.
