Saskatoon-based jewelry brand Santorini Design has opened its second brick-and-mortar store, marking its tenth anniversary with an important milestone: a prime location at West Edmonton Mall. Founded by mother-daughter duo Khadijah Ahmed and Hanna Erci, the growing jewelry company has become a symbol of family-driven entrepreneurship, creative resilience, and Canadian retail ambition.
“It definitely wasn’t easy,” said co-founder Hanna Erci. “But we loved the mall, and we loved the people that run it. I knew I wanted to get bigger, so this was the right move for us.”
The 1,000-square-foot boutique sits on the second floor of West Edmonton Mall, above the Ice Palace and across from Zara, Starbucks, and Tim Hortons. The new store introduces Santorini’s warm, welcoming design aesthetic to one of Canada’s busiest shopping destinations.
From Wholesale Beginnings to a Beloved Retail Brand
Santorini Design’s story began in 2015, when Ahmed, then a single mother, transitioned from wholesale into retail. Having worked in the industry since the early 2000s, she was looking for stability and community after years of international trade shows.
“I started Santorini as a wholesale company,” she said. “But it meant a lot of traveling. I wanted to stay home and raise my daughter, so we opened a small store in Midtown Plaza to clear out inventory. It ended up doing so well that we never looked back.”
That first retail space in Saskatoon quickly became a community favourite. Over time, the brand evolved into a fine jewelry destination recognized for its timeless design and personalized service. Erci, who began working in the business at fifteen, joined full-time while still in high school. “I always grew up in retail,” she recalled. “I’d nap in the back room of my mom’s old store. It’s been my world since I was little.”
A New Generation of Retail Leadership
Now 22 and a graduate of Toronto Metropolitan University’s global management program, Erci represents a new generation of Canadian retail leadership, blending traditional values with digital fluency.
“I bring in newer education, fresh technology, and marketing ideas,” she said. “My mom has all the experience and intuition from years in retail. We balance each other perfectly.”
That generational balance proved essential when the pandemic hit. While many retailers faced closures, Santorini Design thrived online. “COVID was actually our best year,” said Erci. “I focused on our website, grew our marketing, and connected through friends and community. People supported us because they believed in what we were doing.”
Erci’s digital-first approach helped transform Santorini Design into a modern, omnichannel business. She introduced a men’s jewelry line after friends expressed interest, which now accounts for 60 to 70 percent of total sales. “It started with my high school friends asking for chains,” she said with a laugh. “Now it’s a huge part of what we do.”
Aesthetic and Brand Philosophy
Santorini Design’s aesthetic is defined by timelessness, simplicity, and longevity. “Our jewelry is young, clean, and designed to last forever,” said Erci. “We don’t chase trends. Everything we design has to feel classic.”
That ethos extends to the new West Edmonton Mall store, which reflects the brand’s warm and inclusive sensibility. “We didn’t want cold white lights and glass cases,” she explained. “We went for warmer tones — wood floors, soft lighting, and mirrors that make the space feel cozy. I wanted people to feel at home.”
Even the seating was carefully considered. “We brought in these beautiful ottomans,” she added. “It’s about comfort and connection, not intimidation. Jewelry should be approachable.”
Global Craftsmanship with Local Heart
Santorini’s products are sourced from trusted partners across Italy, Turkey, Thailand, Korea, and China, combining international artistry with in-house design. “We’ve built strong relationships with suppliers over the years,” said Ahmed, noting that much of the brand’s inspiration draws from the Mediterranean region.
Despite its global network, the company remains rooted in Saskatoon. The name “Santorini” was chosen in 2015 to evoke warmth, beauty, and universal recognition. “A friend suggested naming it after the island,” Ahmed recalled. “Santorini felt right. It’s elegant, familiar, and timeless.”
Today, that timelessness is mirrored in the product line itself, which spans sterling silver, gold vermeil, and solid gold collections. Prices range from affordable gifts to fine jewelry pieces valued at several thousand dollars. “We’re a mid-grade brand,” said Erci. “We have things for $30 and things for $7,000. It’s important to us that anyone can walk in and find something beautiful.”
That inclusivity is central to the founders’ philosophy. “We came from humble beginnings,” she said. “My mom’s from Iraq. She built this from the ground up. So for us, it’s not just about business—it’s about kindness, community, and opportunity.”
The Role of Social Media and Technology
Social media has been pivotal to Santorini Design’s success. Erci manages much of the brand’s online marketing, noting that engagement has evolved significantly.
“People don’t always like or comment anymore, but they’re still watching,” she said. “You see the impact in sales, not necessarily in likes. That’s something a lot of retailers need to understand. The audience is there, even if they’re quieter.”
Her approach to digital retail emphasizes consistency and authenticity. “We’re not influencers; we’re a business,” she said. “Our followers are customers. That changes how you communicate.”
Ahmed added that the mix of e-commerce and physical retail has strengthened the brand’s reach. “The online side has been amazing,” she said. “But nothing replaces meeting people in person, hearing their stories, and helping them choose something meaningful.”
Midtown Plaza and the Path to Expansion
While West Edmonton Mall marks the brand’s most significant expansion to date, Midtown Plaza in Saskatoon remains its home base. “It’s still the number one mall in the city,” said Ahmed. “There’s been a lot of change downtown, but the center continues to do well.”
She credits new management with bringing fresh energy to the property. “They’ve worked hard to elevate Midtown and attract new stores,” she said. “It’s nice to see that commitment to the community.”
Santorini’s roots in Saskatoon are personal as well as professional. “That’s where everything started,” said Erci. “It’s our foundation, and it’s where we learned how to build relationships with customers.”
A Warm, Inclusive Retail Experience
The West Edmonton Mall location embodies the duo’s shared vision for the brand’s future. “This store represents everything we want Santorini to be,” said Erci. “It’s warm, youthful, and elegant. It feels alive.”
Ahmed agreed. “It’s a big step for us,” she said. “We’re grateful to West Edmonton Mall for giving us this opportunity. They believed in us.”
The two co-founders are already planning additional stores, with hopes to expand eastward in the coming years. “Toronto or Montreal would be amazing,” said Erci. “We already have a lot of online orders from those cities, so it’s the natural next step.”
For her, the expansion isn’t just about business growth, it’s also about representation. “As a younger retailer, it’s sometimes hard to be taken seriously,” she said. “But this shows that we can do it. We can build something strong.”
Family, Perseverance, and a Shared Dream
Throughout the conversation, it became clear that Santorini Design’s success is as much about family as it is about fashion. “We move at the same speed,” said Erci. “If something needs to be done, we do it together.”
Ahmed smiled at the memory of their shared long hours. “When you work late and get hungry, you get cranky,” she joked. “So we take a break, grab coffee, and start again.”
Their collaboration extends beyond the store floor. The pair often travel together for sourcing trips, something Erci describes as deeply meaningful. “It makes me emotional sometimes,” she said. “I think about how my mom did all this on her own when I was little. Now I get to go with her. It’s full circle.”
That full-circle moment is one the duo shares with their growing customer base. “People come in and tell us they’ve followed our journey since the beginning,” said Erci. “That means everything. It reminds us why we started.”
