From the buying office to your backroom — I've been in retail my whole career
I'm dedicated to helping independent boutique owners do what they set out to do: build a business that supports the life they want to live, without the stress and cash flow anxiety that shouldn't have to come with the territory.
Hello!
I'm fiona
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retail business strategist for independent retailers
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 a customer stop, pick something up, and feel like they have to have it .
That spark led me to the buying office, where I grew a small accessories category into a thriving department, and built my first team of buyers and assistants.
Over the years, the roles got bigger. I became VP of Merchandise, Planning and Product Development for one of Canada's most respected national retailers — leading cross-functional teams, managing international vendor relationships, and overseeing buys that had to look and feel cohesive across hundreds of stores.
It was exhilarating. It was also intense. International travel, financial reviews, strategy meetings — I learned how to manage complexity, build systems, and bridge the gap between creative vision and commercial success.
then came 2020….
Like a lot of people, I used that pause to get honest about what I actually loved. And what I loved wasn't the boardrooms. It was the buying, the mentorship, and the moment when someone finally sees a story in their numbers.
I wanted to bring that expertise somewhere it could make a real difference — to the independent retailers who are the heartbeat of our communities. The one's juggling every role, trying to make sense of the numbers, and often slowly losing the joy that made them start in the first place..
Today, I work with boutique owners to simplify their buying, strengthen their cash flow, and build business that are not just beautiful — but profitable and sustainable.
My greatest moment 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."
That's what this is for
What I Stand For
people
I believe in the power of independent retail to build real community. The relationships you develop — with your customers, your team, your vendors — are the foundation of everything. I approach every client relationship with respect, directness, and a genuine investment in your success.
product
I believe that boutiques should be PRODUCT-LED BUSINESSES
That means quality over quantity, a fair price for a fair product, and vendor partnerships built on trust rather than transactions. The best buying decisions come from knowing your customer, knowing your numbers, and having the confidence to back your instincts.
planet
I am passionate about helping independent retailers find ways to reduce their environmental footprint — through smarter inventory management, more intentional sourcing, and sustainable practices that make sense for small businesses.
