Vancouver-based Boutique Lovenote is doubling down on Canadian retail, expanding into Québec with a new 2,793-square-foot bridal showroom at 1312 Sainte-Catherine Street West, anticipated to open in late November.
Part of Vancouver-based bridal design house Oremony, the company behind Truvelle, Laudae and Aesling, Boutique Lovenote’s latest expansion marks another step in the company’s continued investment in Canadian retail, bringing its made-to-order bridal experience to the Montréal market.
The new boutique takes inspiration from a vintage Parisian loft, blending classic French architectural details with the contemporary design elements that have become synonymous with Lovenote.
Located on the third floor of a historic building dating back to approximately 1900, the space was originally a completely blank canvas. The team is transforming it into a bridal showroom that embraces the building’s original character while introducing a new design direction for the brand.
A few highlights of the new space:
- Parisian-inspired interiors: Wall mouldings, French doors, an ornate faux fireplace and French-pleated drapery, complemented by contemporary furnishings and custom fixtures.
- Custom architectural details: Curved fitting rooms, mirrors, clothing racks and the brand’s signature curved, tiled reception desk.
- A focus on natural light: With windows on both sides of the boutique, the fitting rooms have been strategically positioned to follow natural light throughout the day.
- An expanded bridal experience: Four fitting rooms, a dedicated gown pick-up area and a mini showroom featuring a rotating selection of off-the-rack samples, featured gowns and other pieces.
- A new retail concept: The mini showroom will provide opportunities to introduce additional designers, bridesmaid collections, sample sale gowns and accessories as the boutique evolves.
The interior design was led by Alix Daykin, who oversees the design of all Boutique Lovenote locations, working alongside Morgan Tajfel of Northbrook Construction Group on the renovation.
Oremony founder Gaby Bayona started the company with a $15,000 loan, growing it into one of Canada’s largest independent bridal businesses, with thousands of gowns designed and manufactured annually in Vancouver. She was recognized in BC Business’s 30 Under 30 (2015) and named Western Living’s Fashion Designer of the Year (2016), reflecting her early impact on Canada’s fashion industry.
In an interview with Retail Insider, she spoke about the latest expansion of the company.
What factors led Oremony to choose Montréal for Boutique Lovenote’s next location, and how does the expansion fit into the company’s broader Canadian retail growth strategy?
I actually hosted a pop-up in Montréal back in 2018, so opening a permanent location has been a long time coming! With the city’s appreciation for fashion and design, it felt like a natural next step and an opportunity to bring all three of our bridal brands together under one roof. We’ve been gradually making our way east, from Vancouver to Calgary, Winnipeg, Ottawa, and now Montréal. It’s been exciting to grow our presence across Canada, one city at a time.
How has Oremony grown from a business launched with a $15,000 loan into one of Canada’s largest independent bridal businesses, and what have been the key drivers of that growth?
In the early days, I stretched every dollar by doing nearly everything myself, from cutting and sewing to marketing and sales. I even lived in my studio so I could reinvest as much as possible back into the business! As we grew, I was fortunate to build an incredible team, many of whom have been with me since we were operating out of my apartment.
Today, Oremony has three bridal brands, a global wholesale network spanning over 150 brand-location partnerships, five Lovenote locations across Canada, and over 50 employees. We produced over 3,000 dresses last year and, with two months still left in the year, we’ve nearly surpassed last year’s total sales.
I think our biggest drivers of growth have been consistently reinvesting in the business, building a strong team, and vertically integrating our operations. By designing, producing, wholesaling, and retailing our own collections, we’ve maintained greater control over our product and customer experience while growing sustainably. I’m also constantly reevaluating the business, looking for ways to improve what we’re doing while exploring opportunities for new ventures. I’m really proud to have built the company independently, without outside investment or partners, alongside many of the same people who have been with me from the beginning.
What distinguishes Boutique Lovenote’s made-to-order bridal shopping experience from traditional bridal retailers, and how will the Montréal location reflect or expand on that approach?
What makes Lovenote unique is that we also design & produce our dresses. This allows us to offer a more personalized experience, with plenty of customization options for brides to make their gowns their own. As the flagship retailer for our brands, we also carry a collection of Lovenote-exclusive designs that aren’t available anywhere else. Above all, we want the experience to feel relaxed, welcoming, and thoughtful.
How did the design of the new 2,793-square-foot showroom balance the historic building’s character with the brand’s contemporary identity, and what role will features such as the mini showroom play in the customer experience and future merchandise offerings?
Our Montréal location is our largest yet, occupying an entire floor with an elevator that opens directly into the showroom. I especially love the windows on all sides and the stone details throughout the building, which give it a distinctly Montréal feel compared to our other stores. The showroom will feature our three bridal brands – Truvelle, LAUDAE, and Aesling – and with so much space, I see this location becoming a testing ground for new ideas, including potentially introducing my latest brand, Brelle Rosée.
What are the biggest opportunities and challenges facing independent bridal retailers in Canada today, and what are Oremony’s plans for further expansion or investment in Canadian retail?
Canada’s size presents both opportunities and challenges for independent bridal retailers. Every city has its own unique market, and we see a lot of potential in bringing a more personalized bridal experience to cities across the country. At the same time, rising operating costs and managing stores across multiple provinces come with their own challenges. With five Lovenote locations across Canada, our focus is on investing in our existing stores, developing our teams, and refining our operations. We’ve experienced incredible growth over the past few years, and I’m excited to build on that momentum while continuing to explore new opportunities for Lovenote.
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