When Newfoundland entrepreneur Maria Halfyard appeared on the season premiere of CBC’s Dragons’ Den on September 25, she wasn’t just pitching a business. She was sharing a piece of Newfoundland’s spirit. Her outerwear company, Mernini, founded in 2020, began as a personal solution to the province’s famously wet and windy weather. Now, after striking a deal with investor Arlene Dickinson, Mernini is poised for expansion across Canada and into international markets.
“I really went in looking for expertise in marketing,” said Halfyard. “Being on the far east of Canada, reaching the other side of the country can be difficult. Arlene countered my bid, I countered hers, and we reached an agreement. I couldn’t be happier.”
The Dragons’ Den appearance capped a remarkable journey for the St. John’s-based founder, who started the company from her kitchen table. What began as a sketch of a raincoat has since grown into a nationally recognized brand carried by La Maison Simons, TSC (Today’s Shopping Choice), and over 60 independent boutiques across the country.
A Brand Born from Newfoundland Weather
Mernini’s story begins, fittingly, in the rain. As a professional in the maritime sector, Halfyard often arrived at meetings drenched from the waist down — a reality of life on Canada’s eastern edge.
“I came to work one day, half my outfit soaked, and thought, this is ridiculous,” she recalled. “I looked for a raincoat that was long enough, practical, and stylish, but couldn’t find anything. So I designed one.”
Lacking a design background, Halfyard hired a Montreal-based designer to create technical specifications and connected with a manufacturer in China to bring her vision to life. “It was a learning process,” she said. “But the more I researched, the more I realized this wasn’t just a Newfoundland problem. People across Canada wanted functional, beautiful outerwear.”
She launched Mernini in early 2020, just as the pandemic began. The timing, while challenging, worked in her favour. “People were spending more time outdoors, and they wanted to look stylish doing it,” said Halfyard. “The response was incredible.”
From E-Commerce to National Retailer Network
Initially conceived as an e-commerce brand, Mernini quickly expanded into retail after customers asked to see and feel the coats in person. “People wanted to touch the fabric, try it on, see the colours,” said Halfyard. “So I started calling stores, a lot of cold calling.”
Persistence paid off. Within months, Mernini’s coats began appearing in boutiques across Newfoundland, then in shops throughout Canada. “Some hung up on me,” she laughed. “But others saw the product and loved it. Now we’re in more than 60 stores nationwide and growing.”
Her biggest breakthrough came when La Maison Simons, the Quebec-based large-format fashion store, agreed to carry the brand. “I tried to call them several times,” she said. “When I got through and they responded, I did a little rain dance on my patio. They took a sample, loved it, and placed an order.”
Simons has since reordered for multiple seasons and carries Mernini’s bright raincoats in locations across Canada. “They’re one of the few major retailers that grew during COVID,” said Halfyard. “They’ve been an incredible partner.”
A Distinctly East Coast Aesthetic
Mernini’s design language draws deeply from Newfoundland’s maritime identity. “We have a strong fishing industry and offshore energy sector,” explained Halfyard. “The workwear people wear here is incredibly durable, made to withstand harsh conditions. I wanted to create something that honoured that practicality, but that you could wear every day.”
To achieve this, she replaced heavy PVC materials with polyurethane and cotton-backed polyester, combining durability with comfort. The result is a long, A-line raincoat that’s fully waterproof yet soft to the touch, what one customer described as “feeling like butter.”
Colour also plays a central role. From Merlot Red to Dory Yellow, Caramel, and Tickled Pink, the coats echo the brightly painted homes that line Newfoundland’s coastal towns. “If you’ve ever been to Newfoundland, you know we love colour,” said Halfyard. “It makes you feel happy on a rainy day. People choose their colour as an expression of personality.”
Retail Expansion and Growing Demand
While Simons remains a key retail partner, Mernini’s wholesale network continues to expand across eight provinces. Halfyard’s tenacity and attention to detail have been instrumental in this growth. “We’re getting organic requests all the time,” she said. “Retailers are reaching out because customers are asking for the brand.”
That momentum was amplified by TSC, where Mernini gained a national platform thanks to Canadian fashion icon Jeanne Beker. “I reached out to Jeanne on Facebook when she first started being active online,” said Halfyard. “To my surprise, she replied and connected me with a buyer. Before I knew it, I was on her show Style Matters three or four times.”
Beker’s endorsement helped Mernini reach new audiences. “People trust Jeanne,” said Halfyard. “They appreciate her taste, and they see the coat as something special.”
From The Rock to the World
Beyond Canada, Mernini is now preparing for international expansion. Earlier this year, the brand joined a fashion accelerator program with Canada’s Trade Commissioner Service, pairing Halfyard with a consultant in the United Kingdom. “We’re developing relationships with UK buyers,” she said. “It’s a perfect market, similar weather, and people love the practicality.”
Her British consultant noted that the country’s fashion landscape is dominated by dark tones, creating an opportunity for Mernini’s signature colour palette. “She told me I’d bring something fresh and uplifting,” said Halfyard. “That’s exactly what we aim to do.”
Halfyard’s vision also includes expanding her product range. “Customers asked for more warmth in the winter, especially in B.C.,” she explained. “So we created a liner vest that fits under the raincoat. We’ve also introduced matching children’s raincoats and hats, called Mernini Minis, and we’re exploring rubber boots next.”
A Celebration of Strength and Sustainability
For Halfyard, Mernini is also a reflection of Newfoundland’s resilience. “We live on the edge of the North Atlantic,” she said. “We get some of the worst weather in the country, and we thrive in it. The brand represents that strength and perseverance.”
Each coat carries a symbolic reminder of home: an engraved black granite emblem, representing “a piece of the rock.” “In our first year, I was literally grinding actual pieces of Newfoundland rock to be used,” said Halfyard. “Now it’s black granite, but it still connects the brand to our roots.”
Sustainability also plays a central role in Mernini’s philosophy. The coats are designed to be timeless and durable, with a single core style refined each season. “We’re not fast fashion,” said Halfyard. “We want to make a piece that lasts for years. That’s real sustainability.”
Customer Loyalty and Word of Mouth
Mernini’s customers have become passionate advocates for the brand, often sharing photos and testimonials online. “We have over 600 five-star reviews,” said Halfyard. “These aren’t incentivized, people take time to write, send pictures, and share where they’ve worn the coats.”
That enthusiasm extends far beyond Canada. “We’ve had customers stopped on the streets in Iceland and Dublin by people asking where their coat is from,” she said. “It’s becoming recognizable for its silhouette and colour.”
Mernini’s average price point, $325 for the signature raincoat, positions it in the accessible luxury segment, appealing to customers seeking quality without excess. “It’s a reasonable price for something you’ll wear year after year,” said Halfyard.
Halfyard’s immediate focus remains on growing Mernini’s wholesale network and preparing for international entry. “Opening a standalone Mernini store in Newfoundland would compete with my retail partners,” she explained. “But in a city like Toronto or Vancouver, it could make sense.”
