Toronto’s retail landscape has seen countless changes over the past few decades, but few businesses have demonstrated the resilience and community focus of Options for Her, an upscale women’s retailer. Founded in 1979, the multi-brand fashion store has stood the test of time by offering a curated selection of clothing and accessories paired with personalized service. The boutique, led by David Seligman and his wife, Elana Seligman, is celebrating its 45th anniversary this year.
With locations at 163 Cumberland Street in Yorkville and within the TD Centre in Toronto’s Financial District, Options for Her has become synonymous with quality, style, and a customer-first philosophy.
From Humble Beginnings to Toronto Staple
“Our journey began with Edna Schwartz, a renowned retailer on Bloor Street,” explains David Seligman, the founder and President of Options for Her. “We took over her business in the late ’70s and eventually transitioned to focus solely on upscale women’s fashion under the Options for Her banner.”
The Yorkville store has been a cornerstone of the business for 18 years, housed in a boutique-sized 1,200-square-foot space that feels more like an intimate living room than a traditional retail environment. Meanwhile, the 2,100 square foot Financial District store caters to professional women with a more mission-driven shopping experience.
“In Yorkville, customers often spend hours in the store, socializing and exploring our collections. Downtown, it’s about finding the perfect suit or outfit for a presentation,” Seligman says.
A Boutique with Heart
What sets Options for Her apart is its focus on relationships over sales. “Our philosophy has always been about building connections,” says Seligman. “It’s not about making every sale; it’s about ensuring every customer feels at home. Our customers come to chat, have a coffee, and even make new friends.”
This approach extends to the staff, many of whom have been with the company for over 20 years. “We’re a family,” adds Seligman. “Our team loves what they do, from designing window displays to helping customers build their dream wardrobes.”
Seligman emphasizes this point: “When someone walks into our store, they’re not just another customer. We take the time to get to know their preferences, their lives, and even their families.”
The warmth of the store’s environment is often likened to a living room. “It’s a space where customers feel comfortable. They’re not just shopping; they’re building relationships,” he adds.
A Curated Selection of Global Brands
Options for Her offers a thoughtfully curated range of brands, including Marc Cain, Cambio, Marie Saint Pierre, Sarah Pacini, Circolo, Jenny Bird, Gerry Weber, and Sosken. Each brand is chosen to reflect the boutique’s ethos of timeless, elegant style.
“We specialize in separates now,” explains Seligman. “Customers want versatility—like a Cambio pant paired with a Circolo jacket. It’s about creating outfits that are both comfortable and sophisticated.”
He adds, “We’ve always believed in offering quality over quantity. Each piece in our store has been handpicked for its craftsmanship and design.”
Seligman notes that the store’s focus on separates aligns with modern customer preferences. “People want pieces that fit into their lifestyle, whether it’s for work, social events, or casual outings,” he says.
Adapting to Changing Times
While the Financial District location faced challenges during the pandemic due to reduced office foot traffic, Yorkville has continued to thrive. “The Yorkville clientele isn’t as affected by economic shifts,” says Seligman. “We see a lot of repeat customers and word-of-mouth referrals. It’s a testament to the strong relationships we’ve built.”
Seligman also notes a shift in fashion preferences post-pandemic. “Our downtown customers are now looking for standout pieces they can mix and match. It’s a shift from the traditional head-to-toe suit.”
In the Financial District, customers are often time-strapped professionals seeking quick, high-quality solutions. “It’s a different dynamic,” Seligman explains. “They come in on a mission, and we’re here to help them accomplish it efficiently.”
Building a Sense of Community
Beyond its product offerings, Options for Her has cultivated a sense of community among its clientele. The boutique’s Yorkville location is particularly known for its warm, welcoming atmosphere.
“People often say it feels like they’re shopping in someone’s living room,” Seligman shares. “We’ve become a meeting place where customers connect with friends, share stories, and create lasting memories.”
The social aspect extends beyond customers. “Our staff enjoys designing window displays and playing with the merchandise. It’s a creative outlet that reflects their passion for fashion,” David explains.
This community-driven approach has been instrumental in the store’s success. “We hear all the time, ‘How have I never known about you?’ when new customers discover us. Word-of-mouth has been our strongest marketing tool,” Seligman adds.
A Legacy of Innovation and Resilience
The journey from Edna Schwartz to Options for Her’s current iteration is a story of adaptation and foresight. “When we moved to Cumberland, we embraced the boutique model because it allowed us to offer a more personalized experience,” Seligman says.
He notes how the business has adapted over decades to meet the evolving retail landscape. “From the days of a bustling Bloor Street to the more intimate spaces in Yorkville, we’ve adjusted to ensure our customers feel connected to us”.
A Timeless Icon in Toronto
Over the past 45 years, Options for Her has weathered economic downturns, changing fashion trends, and even a pandemic, emerging stronger than ever. Its success lies not just in the luxury brands it carries but in the relationships it has nurtured along the way.
As Seligman puts it: “Good things come in small packages. We may not have the visibility of a Louis Vuitton, but we have something even better—customers who trust us and feel at home here.”
