I was walking down Locke Street on Thursday to get ice cream when I spotted a new boutique. Very little can distract me when I'm on the quest for sweets. But I crossed the street to take a peek inside and was instantly smitten with the vibrant colours and gorgeous dresses. I quickly messaged Jacklyn to share my excitement. Damsel Boutique is replete with chic lines such as Wildfox, Naven, Mink Pink and J Brand. There are some lovely vintage shops in Hamilton, but we've often expressed to each other that the fashion retail scene has been slow to develop. There are great multi-brand menswear stores like Newman's and O's Clothes. But the city seemed to be missing an approachable stand alone boutique that offered a range of women's labels. Owners Ashae Annett and Jade Jamieson are incredibly sweet and stylish. "Friends were always asking us to help them pick outfits out, whether it was for a date or an event," says Ashae, "We always dreamed of owning our own business so when we were constantly the 'go-to-closets' it just made sense." With Jade's studies in fashion arts and experience in retail wholesale and Ashae's marketing background, the girls decided it was time to take the leap and open their dream boutique. And we're so glad they did. Just a few blocks from our house, we know we'll be frequenting Damsel Boutique often! Be sure to drop by the boutique soon. While we were taking photos, the girls received a new shipment and from what we saw, there are some covetable pieces!
What was the most exciting part of the journey to opening up Damsel Boutique?
Other than the obvious of selecting the clothing, the most exciting part of opening was coming up with the concept of the store. We were constantly bouncing ideas back and forth trying to bring our vision to reality.
Tell us about the neighborhood you choose to open the boutique in. What drew you to Locke Street?
Locke Street is an amazing location and has the friendliest people. People come to the street as a destination to walk around and enjoy everything it offers: coffee, dining, spas, beauty products, retail, hair salons, etc. We're both lovers of big cities and small towns, so we appreciate the unique mix of both worlds on one street.
How do you choose the lines and pieces that you showcase? What collections can we look forward to seeing?
The lines we chose to carry were the ones that had a strong presence in both of our closets. We wanted to showcase lines that weren't as accessible locally to shoppers, even though you would see them in magazines or online. We found ourselves travelling to bigger cities to shop for pieces that were more unique. We decided it was time to bring them to Hamilton. We are currently carrying J Brand, Wildfox, Naven, Mink Pink, Eight Sixty and TKEES in the store. For fall we will be bringing in Lovers + Friends, Stretta, Jack, BB Dakota and Gypsy05 to name a few.
How are each of your personal styles reflected in the store's aesthetic?
Our personal styles are very similar but also very different. Jade loves edgier pieces and I am a sucker for girly, romantic pieces. Classic pieces are something we are on the same page for. Every fashionista knows the staple pieces necessary in her closet. We wanted to create an atmosphere in the store that was very feminine, chic and stylish but also simple and approachable, with a focus on the clothing,
We know the store just opened, but tell us about some of your future plans!
We plan to have a grand opening in early fall, as we'll have our complete collection at that point. We will also be introducing a Damsel Beauty Bar with fun products for nails, hair, skin and body that we feel are essential for all females. Stay tuned..
What styles are you loving for spring?
I love the throwbacks that I am seeing in various lines from different eras while Jade is loving the bold colours and prints.