Jaymin Stewart launched her online store ShadesofJay.ca earlier this year and speculated then that she might find a storefront in the future, but her boutique has done so well since then that the timeline has accelerated.
The ShadesofJay — all one word — warehouse officially opens Friday, Oct. 14 at 285 Eighth Avenue Northwest.
The warehouse is nestled in-between Acott Plumbing and Silverstar Salvage; that was a deliberate choice to help keep her brand unique.
“I didn’t want to be on Main Street,” Stewart said. “I want people to come try and find me and be like, ‘Where is she again?’ And once you find it, you have that feeling of ‘Whoa, I was not expecting this!’
“That kind of sums it all right up, for ShadesofJay designs and clothing, just ‘I was not expecting this.’”
Stewart began mixing and matching outfit pieces in high school. She would go to the drama club closet, hang up what she came to school with and trade for a drama jacket — a stage production one-off — and wear that around instead.
Obviously, it being high school, she was made fun of. However, she was also asked where she’d found what she was wearing, and what made her think it would be cool to wear it. Sometimes it set off a mini-trend.
She loved it.
“That had me excited, to see that people like what I’m choosing and they’re just these funny old drama clothes.”
Stewart started making bracelets in 2011 as a creative outlet. She loves to make expensive-looking things that are still affordable. When she began selling them, she wondered where it would go.
“For some reason, people liked what I made. I thought, OK, we’ll do it for a year. ... Then I had custom orders and people asking for more, and I just tried to keep up.”
With two kids and a husband to look after, trade shows to attend, and ever-changing trends to modify, Stewart isn’t looking to run a retail space. The warehouse hours are limited — ShadesofJay Boutique remains mostly online. Having the physical space just means she has an office to work from when she needs to, more storage for product, and more options for customers.
“It’s just me, and I have full control. There’s no staff running it, so when you come in, you get me. Or else the doors are closed,” she laughed.
She is committed to keeping things one of a kind. It isn’t actually true, but everything she sells is limited edition. There might be ten or so of each item. Once they’re sold, they will not be seen again.
“Now, not everybody can wear the same jacket. I’m only bringing in maybe 12 of them,” she explained. “And I’m shipping most of those out as online orders. So, only three Moose Jaw women are wearing that item, then maybe there are some in Swift Current, some in Saskatoon, some in B.C. That’s kind of fun.
“It’s like, I say to the designs, ‘thank you for coming, you look awesome on that person, and now you’re gone and we’ll never see you again.’
“It’s fun to be trendy, but with trends you’re left feeling sort of thrown out when it ends. I’m inspired by trends, but I like to find or make things that are timeless and unique and you can wear it two years from now and still feel like it’s a cool piece.”
Opening the warehouse space, Stewart said, has checked a lot off her bucket list. Local artist Carly Jaye Smith helped her decorate, and a small private opening on Oct. 7 was a special way to celebrate. Now, it’s about continuing the work and continually innovating.
“I’m trying to slow down and enjoy this. It’s been super exciting,” she smiled. “I’m still coming down from that high of like, whoa, we opened up, we did this in a warehouse!
“So, we’ll see what happens.”
Find ShadesofJay by Jaymin Stewart online at ShadesofJay.ca, on Facebook.com/shadesofjay, and on Instagram.com/shopshadesofjay.ca.
