Lively’s Fashion Fair Ladies Wear says ‘cheers to 50 years’

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Sheila Bracken is known to at least three generations of women for her style and flair. Fashion Fair in the Walden Plaza has 50 years of history in the retail landscape.

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“Our clientele is from across the city, from North Bay, from Elliot Lake, from Manitoulin,” Bracken said. “There are no more real ladies’ wear stores but us. We have survived.”

What is the secret, Bracken is asked. “We serve a need. We love what we are doing.”

It is apparent in how she engages with anyone who visits.

“We expanded in 1979 into the adjacent gift store. We recognized we needed to be right-sized … to have enough roaming-around space and inventory. We never really wanted to move once we were established. We became known.

“I was 27 when we opened the store,” Bracken noted. “We are dressed in clothing we sell every day. These clothes please us, so naturally, these please our customers. We offer guidance on where to turn for fashion. You are what you wear.

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“Fabric, cut, colour, there is always something new; never boring. We have been to Montreal and Toronto for shows and love the adventure. Designers create twists on themes that always surprise us. We want to bring that enthusiasm back to Northern Ontario.”

Bracken offers a photo album that captures the journey of the business. The spirit of the decades is on display. Couture may change, but classics hold their own.

“We used to host local fashion shows a couple of times a year,” she recalled. Of course, COVID really ended that.

“Over the years, we have noted the biggest shift in fashion being the casualness of it all,” Bracken said. “Smart casual is fine for some settings, however, we offer a style that is that bit more dressy … ready for a lunch or dinner out, ready for work, ready for travel.

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“Our fitting rooms are bright and spacious, and there are no sales expectations. Gift cards for a special someone are always available. This is all about long-term relationships and trust.”

The store is organized in a way that everything is well displayed. It faces south and even has a working fireplace, so there is a sense of permanence and presence.

“More than 90 per cent of our customers are repeat,” Bracken said. “Of course, we are so delighted when someone new discovers us. My children and grandchildren had their worklives start here.”

For Jocelyn Tait, the partnership has been “marvellous” and extraordinary.

“I know I have been lucky,” Tait said. “We have fun together. My first time here was as a customer. We came to look for a grad dress for my daughter.”

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Coming from work in other retail outlets, she knows about service. Not surprisingly, Tait’s daughter also got her first job here.

“Soon after that first visit, someone told me Sheila was looking for a part-time person – and in those seven years we became good friends,” Tait said. “Sheila asked if I would join her in the venture, and so I became her business partner 18 years ago. Her husband, Clair, too, is wonderful. This gives me purpose. My life is here.

“Twenty-five years. Yes, I knew it would be a long-term relationship. We are friends beyond everything else, and we have lunch together four days a week.”

That speaks volumes about their partnership.

If you have not shopped at Fashion Fair, consider a visit. If it has been some time since your last visit, do drop by.

Celebrations of the 50th anniversary are April 25-27. The banners are up. Naturally, there will be draws, gift certificates, and giveaways.

Fashion Fair is located at 155 Regional Rd. 24 in Lively.

The Local Journalism Initiative is made possible through funding from the federal government.

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