"From Global Retail Executive to Boutique Mentor with Heart"
I'm dedicated to helping retailers, just like you, gain control of your business so you can turn your passion for product into profit AND PAY your BILLS
Hello!
I'm fiona
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retail business strategist for independent retailers
fur mum, foodie, curious traveller
for me, it all started with denim...
I began my career on the sales floor of a national denim retailer in Canada — where I learned firsthand what makes customers light up when they find that pair of perfect jeans. That spark led me to the buying office, where I grew a small accessories category into a thriving department, eventually leading my own team of buyers and assistants.
From there my career evolved — bigger roles, bigger teams, and bigger responsibilities. I became the VP of Merchandise, Planning and Product Development for one of Canada's most respected retailers, managing cross functional teams from creative designers to technical fit specialists, planners and marketers. I oversaw everything from sourcing and negotiating with international vendors to aligning large buys that looked and felt cohesive across hundreds of stores.
It was exhilarating — but it was also intense. My days were filled with strategy meetings, financial reviews, and global travel. I learned how to manage chaos, build systems, and create alignment between creative vision and commercial success.
then came 2020….
Like so many of us, I paused to reevaluate. I realized what I loved most wasn't the boardroom or budgets — it was the buying, the mentorship, and the magic of helping others succeed.
I wanted to bring that expertise back home — to the heart of where retail truly lives: independent boutiques.
Because I believe small retailers are the heartbeat of our communities — the antidote to sameness They bring charm, creativity, and connection to our streets. But they also face enormous pressure — juggling every role, trying to make sense of the numbers, and often losing the joy that inspired them to start.
Today, I help boutique owners cut through the clutter and focus on what really moves the needle — building businesses that are not just beautiful, but profitable and sustainable.
My greatest joy is when a boutique owner tells me:
" I've paid off my debt. I have savings in the bank. I'm finally not stressed — and I love my business again."
I know I'm doing what I was meant to do — being the mentor I once had, guiding others to find confidence and freedom in the business they love.
What I Stand For
people
I value and respect uniqueness and diversity — after all, isn't that a part of what being an independent retailer is all about?
I believe the relationships with our associates, our vendors, our customers and our community must be based on respect, fairness and integrity.
product
I believe that retailers should be PRODUCT LED BUSINESSES
I believe in a fair price for a fair product….
A focus on quality over quantity…and
Sourcing from responsible vendors….it's not about 'us' vs 'them'…it's about building great relationships with our vendors and what 'we' can do collectively together to create and deliver great product.
planet
I am passionate about helping independent retailers find ways to reduce their environmental footprint through sustainability in sourcing, packaging and shipping.
