Both Silhouette Fashion Boutique and Okanagan Woman Magazine were started as business ventures because part-time goat farmer, gift shop owner and full time accountant, TJ Wallis, saw a couple of opportunities -- niches that needed filling.
"As an accountant, my busy time of year is January through April. I wanted something to keep me busy during the rest of the year, so I opened a gift/candy store in the retail space next to my office in downtown Armstrong.
" It didn’t take long to realize that the bestselling items in the gift store were handbags and scarves. TJ’s mostly female clientele often asked her to bring in more fashion items. It had been over 7 years since Armstrong had a women’s clothing and locals were missing it.
So TJ put on her accountant’s hat and crunched some numbers. She knew the boutique would have the support of Armstrong women, but she also knew she would have to draw in from other areas to make a viable business.
That would require a larger marketing budget than she could afford. But what if… ?
What if she published her own magazine, one in which she could advertise her store, one that would appeal to the audience she wanted to attract to Silhouette Fashion Boutique? That just might work.
Women are the number one consumers and they are the number one readers of magazines! With 100,000 women over the age of 25 living in the Okanagan, TJ saw an opportunity – a niche market. And so the idea for Silhouette Fashion Boutique and Okanagan Woman Magazine was born.
Both businesses are thriving and TJ credits that to their mutualistic relationship. They are so well suited, a perfect marriage, each supporting the other and each capable of standing on their own, too.
During this past January and February, the store expanded to make room for new spring stock. "Now that the snow has disappeared, we’d love to show off our new floor space. We’ve doubled in size, from 700 to 1400 square feet! That means we’ve doubled our inventory of mostly Canadian made fashions, too."
Silhouette Fashion Boutique’s online presence lets shoppers from throughout the Okanagan peruse the store inventory right from their own homes.
"Our online store (www.armstrongwoman.com) gives women a very good idea of what they can expect when they come out to Armstrong to shop. It gives them the confidence that it is worth the drive. And, of course, they don’t have to make the drive if they don’t want to because ordering online is easy." "I think it gives on-line shoppers a feeling of security to know that we have a bricks and mortar store right here in the Okanagan and they can come visit us anytime! Well, at least, Monday to Friday 10 – 5 and Saturdays, 10 – 3," TJ points out with a smile.
How A Little Fashion Boutique In Armstrong Launched The Okanagan's Only Glossy Women's Magazine!
Specializing in Canadian Made and Canadian Designed Fashions
Kollantai, MIKO, Crystal, Donna, Libra, Cotton Country
Tribal, Coupe, Miss Nikky, Lola, Margaret M, Mode de Vie
More Quality Collections:
Pretty Woman, Parsley & Sage, Sea Salt