Orange: Sylvie Poitevin's time capsule photo: Aaron McKenzie Fraser

Orange is more than just a store name: It's a decor theme as well as a merchandising premise. The brand is no misnomer - while there are garments of all hues here, orange dominates by far. Makes sense when you think of the era that inspired the outlet. Think '60s Euro-hippies, irreverent mods on day-glo scooters, fashion hedonism à la rainbow-clad Austin Powers. Can't picture it? Have a look at the store's elaborate window displays just east of Dalhousie. They're like movie backdrops - "capsules of my mind" she calls them. "I like to visually seduce," says Poitevin, a woman whose love for what she does goes beyond passion and into obsession. Maybe that's what gives Poitevin a competitive advantage in the absence of by-the-book marketing.

Amidst the art-nouveau clothing and accessories stands a woman who refuses to follow the status quo. Instead she devotes her life to perpetuating an ethos that glamorized grass-roots rebellion. "I appreciate individuality, people need to be shocked some time. This is why the '60s speaks to me," Poitevin states emphatically, drawing the undivided attention of me and anyone else that walks through her door. She'd have to have a pretty magnetic personality to pull people in with the scarce hours the store keeps. But even the Wednesday-Sunday, 11-5 sign on her front door stays true to the philosophy that helped Poitevin conceive Orange in the first place. "I have to do what I love, but I have to have balance in my life," she says apologetically, explaining that as sole employee and mother of two, there simply isn't enough time for everything. "I feel bad about it, but if somebody calls me on a day off, I'll be there to meet them."

Booted out of her former Sunnyside and Bank location of two years to make room for a dollar store, Poitevin was hell-bent on not letting Orange fade away. "I know I don't have the time to give my customers the hours they'd like right now, but it's important enough that I exist at all." One gets the impression that this store is Sylvie's life force. As she references store artifacts through gesture, I overhear her proclaim, "Carnaby Street! Paris! Anywhere but here!" Through a store filled with items that tell a story of social history, fashion evolution, artistic idealism and spiritual growth, Poitevin has built a business on escapism. So while most rat-race participants doze away at their desks dreaming of freedom outside their cubicle walls, Sylvie has managed to capture almost everything she'd want precisely in her place of work.

Orange (145 York Street) 613-731-5550

 
 

		Write your comment on this article!

Fabulous     Sylvie is absolutly amazing, I am simply a teenager and every time i walk into her lovely boutique '"Orange" Its like im living in a dream world. I always wanted to grow up in the 60s and that boutique is the closest thing that I'll ever get to it. :) Keep up the great work, Please dont close down your boutique. I almost had a heart attack when you told me you had thoughts of doing so.
Lianne Martin		February 21st, 2008
Congrats Sylvie!     I think Sylvie is a good role model for people today. People should be less interested in money and more interested in making the most out of their lives and taking the time to do what they love while they still have a chance. Its unfortunate that this is not realistic for most people. But congrats to Sylvie for being able to live her dream!
D N	{2 votes}	February 3rd, 2007
Working with Passion and Taste!     In my opinion, not everyone is meant to be in business, but if you have bright ideas like Sylvie, you should give it a shot. That is why I admire people like her, because even though, it can be personally and financially risky to be an entrepreneur, they do work with passion and taste. That is why, I would definitely check out this place soon.
Valerie Augier	{1 vote}	February 2nd, 2007
Right On!!!     Sylvie is one of the most energetic sales people I have met in years. Having been born at the tail end of the 60's, I had to go to her store to check it out. It is amazing - with the Sonny & Cher, David Cassidy, and Beatles prints on the walls and one of her most recent additions, a Jimi Hendrix concert style display - just AMAZING !!!Seeing the clothes reminds me of my Mother's closet growing up - Sylvie's doin' a great job. Give her and the other independent merchants a chance to shine, they deserve it.
Laurie Brown	{4 votes}	January 28th, 2007
For the Love of an Idea!     Many people today are tired of shopping in malls, or going into store after store where if there is any service it is frequently poor and delivered by unknowledgeable people. It is not the fault of the workers, it is usually that store owners are looking for the cheapest way to serve customers. Stores like "orange" exist and survive because of people like Sylvie who believe in an idea or concept and want other people to partake of it. If more people thought about where they shopped and gave "Orange" or independent bookstores and music stores a chance instead of chains like WalMart, Chapters and HMV they would be pleasantly surprised at the knowledge and passion they would encounter. WE have a choice where we shop. Sylvie has made her choice, think about "Orange" and other small independent stores when you next go shopping!
Dave McMurran	{12 votes}	January 19th, 2007
Motivation     It's nice when your opportunities match up with your motivations. However, I think that sometimes we have to consider that people are motivated to do things that they normally wouldn't do, or don't enjoy doing, by future rewards. I happen to be one of the lucky ones; while my job is not necessarily what I imagined myself doing, I love my job and the place where I work. But my motivation for working any job is always what or where it can get me. There is an intrinsic value in work and discipline that is often underestimated. I don't think that anyone should be a martyr to the "rat race", but at the same time, I don't think that you should just quit and give up on your long-term or financial goals just to get what you want (ie: easier job, more "fun", etc) in the short term.
Chris Cloot	{6 votes}	January 10th, 2007
Inspiring     I agree we should be giving places like this a chance, by shopping from small independent stores. Also, if I didn't have any money worries, I'd also love to be able to do something that would creatively inspire me!!
Ayse Sahin	{4 votes}	January 21st, 2007

Write your comment! please follow these guidelines

Information requested in blue will remain confidential   [privacy policy] Please indicate your real first and last names.

First name :

Last name :

Your email :

Confirm your email :

Title of your comment (max. 150 characters)   Your comment (max. 2000 characters)  characters remaining       LIMIT PER PERSON : one comment per article per member. Thank you. Your comment will be read by our approval team and, if it is approved, will be posted on the website within 24 hours. It could also be published, along with your name, in the printed version of Xpress magazine and on any of our partner websites. In order to present the highest quality of comments, Xpress reserves the right to refuse certain submissions. Any plagiarism will entail the entire removal of the member’s profile. Xpress is not responsible for the opinions expressed by the members.