The tight-knit community of Small Point–Adams Cove in Newfoundland has been devastated by a series of wildfires this summer, leaving hundreds of families without homes, schools, and basic necessities. Over 200 structures have been destroyed across Conception Bay North, including residences in Small Point, Broad Cove, Blackhead, and Adams Cove, as well as in neighbouring towns such as Western Bay and Ochre Pit Cove. Evacuation orders remain in place for many areas, and a regional state of emergency has been declared.
The fires, which have ravaged nearly 11,000 hectares of land, are considered among the most destructive in the province’s recent history. The response has involved the Newfoundland and Labrador government, Canadian Armed Forces, volunteer firefighters, and neighbouring provinces, with aerial and ground crews working tirelessly to contain the flames. Yet, for many residents, the devastation is already permanent.
“It’s absolutely devastating,” said Kathryn McNally, founder of Poppys Collection, in an interview with Retail Insider. “Today it’s out that 200 homes have been destroyed, and there have also been schools lost. Even for families who might eventually go back, their children may have no school to return to. It’s heartbreaking.”
For McNally, the crisis is more than a headline. Her mother grew up in Small Point, where generations of her family lived, and her own summers as a child were spent in the community. Poppys Collection, her Muskoka-based boutique, was founded on values of family, tradition, and intergenerational ties. Those same values now underpin her efforts to rally support for the community that helped shape her.
“My mom’s family is from Small Point,” McNally explained. “I spent my summers as a kid there, and we still have a house in the community. My sister was actually evacuated during the fire with my niece. We’ve always had such strong ties, and to see it all threatened like this is devastating.”
Fundraising Through Retail
In response, Poppys Collection has launched a fundraising initiative to aid those affected by the Small Point Newfoundland wildfires. The retailer is selling raffle tickets for $25 each, with proceeds directed to trusted organizations including the Red Cross, Salvation Army, and local charities on the ground.
The raffle prize is fittingly symbolic: a giant Jellycat whale, chosen to reflect Newfoundland’s maritime heritage.
“It felt very appropriate to raise money for Newfoundland with a giant blue whale,” McNally said. “Small Point is such a special spot where you can see whales from the shore. It’s unique, and it’s just heartbreaking to see this kind of destruction in a place so full of natural beauty.”
Tickets are available both in-store and online, with the winning draw set for Labour Day weekend. McNally is also donating a portion of Poppys Collection’s retail sales to support the relief effort.
“We don’t have a set fundraising goal because we simply don’t know the full extent of the damage yet,” she explained. “The evacuation orders are still in place, so the more we can raise, the better. Families need as much support as possible.”
Retail as a Platform for Change
Independent retailers like Poppys Collection are increasingly using their platforms to respond to social and environmental crises. For McNally, the decision was instinctive. “This isn’t just about business, it’s about community,” she said. “Poppys has always been about families and creating connections, and that extends beyond Muskoka. This is about standing up for the people of Small Point.”
Located in Port Carling, Muskoka, Poppys Collection has been a seasonal and year-round destination for high-quality children’s and women’s apparel for nearly a decade. The store emphasizes curated collections, often from woman-owned and mom-run brands, and has built a loyal following among locals and seasonal visitors alike. Beyond clothing, the retailer has established itself as a community hub, hosting activities and events designed to bring families together.
Now, McNally is channelling that same spirit into disaster relief. “We’ve had such a great summer at the shop,” she reflected. “So many new and familiar faces have come by, and we’re grateful for the support. It makes it even more meaningful to be able to turn that success into something that can help others.”
The Broader Impact of Wildfires
Wildfires have become a recurring threat across Canada, with climate change intensifying both their frequency and severity. In Newfoundland, where such large-scale fires have historically been rare, the Small Point Newfoundland wildfires underscore a shifting reality.
The province has already experienced twelve wildfires this year, with May marking the start of an unusually destructive season. While recent weather conditions have aided suppression efforts, the long-term impacts on communities and ecosystems will be profound.
Local businesses in Newfoundland have also been disrupted, from fishing operations to tourism-based enterprises. For towns like Small Point and Western Bay, where seasonal activity contributes heavily to the local economy, the destruction of homes and infrastructure may take years to overcome.
A Call to Action
McNally hopes her initiative will inspire others to support Newfoundland families during this crisis. “It’s not just about one store or one fundraiser,” she said. “It’s about people across Canada coming together. Whether it’s through a raffle ticket, a donation, or simply sharing the story, every action helps.”
The raffle will remain open until Labour Day weekend, but Poppys Collection is also encouraging ongoing support for the charities involved. As recovery continues, funds will be needed for rebuilding homes, replacing lost belongings, and restoring vital community services such as schools.
“This is about hope,” McNally emphasized. “When you’ve lost everything, knowing that people care can make all the difference. I want the people of Small Point to know they’re not alone.”
