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Johanna Galipeau, owner of Sweet Pea Boutique. Photo: Sarah Metherall

Johanna Galipeau, is fashion obsessed. So obsessed, she can’t even remember a time sans fashion.

“I’ve always wanted to be part of the fashion industry. I’ve been reading Vogue and playing around designing outfits in a sketch book forever.”

After disliking university, 20-year-old Galipeau decided she wanted to join the industry. She gave herself two options: go to fashion school at George Brown College in Toronto, or open up her own boutique.

“It was up in the air. I started looking around and I found this spot and it was exactly what I dreamed my store would look like, so I just went with it.”

The result is Sweet Pea Boutique, located in the lower level of an old house tucked away on Queen Street in Halifax. The store has an open and warm atmosphere with white lighting, a large store-front window and even the original fireplace.

She was confident Halifax could use another boutique.

“I was working in retail and at a jewelry store and I saw there was a market for affordable, cute dresses that young university students could buy for the weekend.”

She began taking notes and with the help of her mom, she put together a business plan. She applied for a loan and last May, Sweet Pea had its grand opening.

Shopoholics flock

Galipeau holds up her last dress by Halifax designer Title and Leonardo. This dress was so popular a client had to put in a special order for another size. Photo: Sarah Metherall

Now five months later, Sweet Pea is booming.

“I like to carry only three or four dresses of each style, and it’s usually gone next week or the second week. So it’s constant reordering, which is harder on me but better for the shopper because you know what you’re wearing isn’t going to be everywhere.”

And most of the clothing is Canadian-designed and made. Galipeau carries the labels Fierce from Toronto, and House of Spy, Peel, and Kity from Vancouver. She’s carrying local Halifax designer Title and Leonardo. She also sells some international lines like Only from Denmark.

Priya Verma, a Dalhousie University student, is a Sweet Pea frequenter. She says she likes the store because it supports local designers.

“I also really like the boutique because I know I can buy a dress and no one else is going to have it. I hate it when I’m all excited to go downtown and wear my new outfit and then someone else walks in with it,” Verma says.

The store is mostly stocked with dresses, but to complete the outfit there’s jackets, bags, jewelry and shoes all thoughtfully displayed. The clothing ranges in price from $39-$183.

Galipeau aims to serve women between the ages of 18-35, but she’s found that all ages are buying her stuff.

“Just last week I had an 88-year-old woman in here trying on a jacket. It looked great.”

Being a young entrepreneur

New arrivals at Sweet Pea Boutique Photo: Sarah Metherall

Galipeau says when most people walk in they’re always surprised that she’s the owner because she’s so young, but she adds this gives her an advantage.

“I go downtown with my clients, so I know what’s in and what’s going to sell. Because I’m the same age as them I think they trust me in what I buy for the shop.”

She adds that she loves going downtown because she sees people wearing her clothes.

“At first it was just a few people here and there, but now there’s not a night that goes by when I don’t see people wearing my stuff and I get really excited.

Galipeau says that having your own business is hard work.

“You’re always working. With fashion you have to be a step a head of everyone else. Reading magazines is now work, because I’m looking for new designers. I’m open seven days a week so I’m at the store a lot. Sometimes my Mom will come in and give me a break.”

This fashionista is also a volleyball coach. So usually her breaks are with her team.

Being a young owner can also be difficult, says Galipeau.

“At first it was really hard to establish myself and get respect from the people I buy from. No one really believes that I’m the owner when they walk in they think that I just work here.”

She adds now that she’s been a business for a few months it’s a lot easier to approach designers and some local designers have come to her.

The competition among the more established Halifax boutiques, like Biscuit and Peepshow Girly Boutique, can be tough.

“Designers don’t like to sell to more than one shop. So if I like a dress but if for example, Biscuit carries their sweaters then I can’t carry the dress.”

Despite the competition for labels Galipeau says there is enough demand in Halifax for even more shops to open.
 
This week Galipeau heads to Fashion Week in Toronto to bring home some new designers.

“There’s a demand here for more designers.  I think Halifax is about to be noticed for its fashion for the first time. We’re starting to be covered by the magazines.”