Standing in a half circle outside 1035 Alberni Street, Vice President of Retail Baldo Larussa and members of the marketing team of Jimmy Choo, assess the boutiques’ interior presentation from the street. I see what they see – an abundance of sparkle and the golden glow is deliciously overwhelming.
In Vancouver, to oversee the finalizing of the location and attend a private VIP event later in the day, Larussa is welcoming and guides me through the boutique. The walls are woven gold fabric fronted with golden shelving, and strategic lighting created a shimmery world filled with shoes, shoes, and more shoes!
I always find it so thrilling to visit and photograph a new luxury boutique before the doors open to the public. To be engulfed in the brands’ design vision of colour and texture, to observe everything in its place before the background music is turned, and the excited voices of shoppers take over.
The 1,549-square-foot space, formerly occupied by Montreal’s m0851, is glittering with more crystal shoes and handbags than any Jimmy Choo location in the world. Why? Our west coast Asian luxury shoppers have an insatiable appetite for all that glitters.
In fact, the only pair of ready-made* ruby red Cinderella Edit ‘Ari’ heels available in North America, are on display for the soft opening the next morning, waiting for a real-life Princess to come and scoop them up.
* The Ari Line is one of Jimmy Choo’s made-to-order collections.
Author Profile
- Helen Siwak is the founder of EcoLuxLuv Marketing & Communications Inc and publisher of Folio.YVR Luxury Lifestyle Magazine and digital women's lifestyle magazine EcoLuxLifestyle.co. She is a prolific content creator, consultant, and marketing and media strategist within the ecoluxury lifestyle niche. Post-pandemic, she has worked with many small to mid-sized plant-based/vegan brands to build their digital foundations and strategize content creation and business development. Helen is the west coast correspondent to Canada’s top-read industry magazine Retail-Insider, holds a vast freelance portfolio, and consults with many of the world’s luxury heritage brands. Always seeking new opportunities and challenges, you can email her at helen@ecoluxluv.com.
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