Online Retailer Sweet {Jolie} Goes Brick-and-Mortar [Photos]


By Ritchie Po

Edmonton-based online women’s clothing retailer Sweet {Jolie} recently opened the doors to its first brick-and-mortar location. The product of successful online crowd-sourcing campaign, Sweet {Jolie} was able to do so due to an astonishing $40,000 raised through ATB Alberta BoostR. The brand will house its first in-house collection, named SJ {Essential}, which has been launched to coincide with the grand opening. Targeted towards a wide-ranging demographic, the brand provides essentials for everyday women. 

Known for their designs, the brand also has socially-conscious aspirations. “Our dream is to utilize this new space to raise even more funds and awareness through our {Love} Project in support of women and families in our communities,” states founder Nicole Rice. “We want the Sweet {Jolie} boutique to be a space where women can feel comfortable coming together not only to shop, but to connect with each other about important issues.”

The space will allow a permanent home for Sweet {Jolie}, which had operated not just online but through a series of ever-popular pop-up shops throughout Alberta. Rice’s plans is to also use the space for its signature {Love} Project, an ongoing local community outreach campaign designed to raise funds for local charities. Every month, the {Love} Project chooses a different initiative and donates a portion of its proceeds to that chosen foundation.



(Nicole Rice) (Nicole Rice) 

(Nicole Rice) 


Sweet {Jolie} is located in the emerging retail district near MacEwan University, at 10914 105th Avenue. In addition to the retail space, the boutique will also house a lounge for shoppers to congregate. This expands on Rice’s ambition in creating a safe space for women to collaborate and exchange ideas. The boutique will also have a child-minding area, ensuring that the shopping experience is inclusive and family-friendly. The brand’s dedication to its clientele is perhaps most evident in its namesake The Heather Room, a fitting room named after a long-time, loyal Sweet {Jolie} customer who used the Alberta Boostr reward option in the online campaign. At its heart, Sweet {Jolie} is built on the community of fashion-forward, socially conscious women with a shared joie de vivre.

A former interior designer, Rice incorporates her affinity for antiques with a boho-chic leitmotif against an industrial space, ensuring a timeless look for the interiors. 

With a robust network of contributors and clientele behind it, look for Sweet {Jolie} to thrive in the bustling Edmonton fashion industry, and support the community around it.

*Photos supplied.

Canadian Retail News From Around The Web: July 14, 2017

Article Author

Craig Patterson
Craig Patterson
Now located in Toronto, Craig is a retail analyst and consultant at the Retail Council of Canada. He's also the Director of Applied Research at the University of Alberta School of Retailing in Edmonton. He has studied the Canadian retail landscape for the past 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees. He is also President & CEO of Vancouver-based Retail Insider Media Ltd.

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