I’m proud of these ladies because from a vision they had they created a very savvy business for fashionistas wanting to spruce up their look for multiple occasions. Looking for a few dresses but don’t wanna spend more money? You get to spend more money on makeup, shoes, a handbag and hair! Not just any kind of dress-but very high quality, high fashion on trend pieces. I walked in there and it looked beautiful. Right away I saw Carrie Bradshaw’s closet. Racks and racks of beautiful dresses.Flowers,velvet,chiffon,silk. Absolutely, Amazing!
Studio Fitzroy’s assistant asked me where I was going, when I was going and what my size was. She pulled together two racks of items and offered me some Champagne. On a lazy Sunday afternoon-why not? There were dresses in the pile she gave me that I felt right away I didn’t wanna try AT ALL-but she urged me to try. I tried the ones I didn’t like first. Surprisingly they all looked amazing.The assistance is great! The two dresses I chose: For Love and Lemons Ornate Velvet Mini Dress 100.00 CAD for (4 days) and retailing at $800 and Glamourous UK’s Dynasty Dress at 60.00 CAD for (4 days) retailing at $150! Excellent choices for the holidays!
When was Fitzroy established exactly and why a dress rental biz?
Fitzroy is 5 years old, but we’ve only been a rental business for less than a year. We were previously just a regular clothing boutique selling clothing online and at seasonal Pop-Ups several times a year. Our first one was in Yorkville back in September 2011, and since then we’ve been hovering around the Queen West and Ossington area where we’ve established a good following. Over the years as social media’s influence grew, we noticed women didn’t want to wear the same thing twice anymore, and that they were sick of spending a ton of money on dresses that would just sit in their closet taking up space. So we decided to test out the rental concept and it turned out there was a huge demand. It’s more fun,more affordable,better for the environment ; just makes more sense for so many reasons, so making the switch seemed like a no-brainer!
How is Fitzroy different from the others in Toronto? (i.e. Rent, Frock, Repeat, Rent The Runway)
We definitely have our own unique style, we call it boho-glam. There are certain brands we carry that have that edgy, cool-girl bohemian vibe for sure, a very Californian / Australian look. We’re also different in that you don’t need an appointment to come in and try on the dresses, just pop in anytime during store hours!
I visited the shop while it was a pop up located on Ossington. Why go from a Pop-Up to a full-fledged shop? (the new shop is beautiful by the way!!!!!!)
We’ve been a Pop-Up for 5 years as I mentioned, trying to figure out what we wanted to do with the brand. Once we landed on the idea of rentals we knew we needed to find a permanent home for the collection and create a welcoming, intimate space where women would feel comfortable coming in to try on the dresses. We wanted to make it feel like you’re at your best friend’s house trying on dresses, and that’s the feedback we get about the space most often – it makes us so happy!
What brands do you carry and how do you choose? Do designers approach you or vice versa?
It works both ways but we are very picky and selective about what brands we carry.They all have to fit in with our unique style/vibe, and each piece needs to be something special and unique, that you wouldn’t necessarily see everywhere.
Who’s your target market? Who did you anticipate that would become your target market-any surprises with the types of customers you’ve attracted?
Our target market is largely the same as when we were a clothing store; 20 and 30 something young professional women with a packed calendar and social schedule and a great sense of style.The Queen West girl essentially. However we’ve also had lots of dresses rented by younger and older women – which we love! Fitzroy is for everyone, and we’ve had clients in their teens up to their 70s!
What kind of events do people rent dresses for?
All kinds! Weddings are the most popular in the summer when everyone has at least a few on the horizon, then there are Birthdays, Bridal Showers, Bachelorette Parties, Engagement Parties, Photo Shoots, Trips, Awards shows, Film Premiere’s (we were slammed for TIFF), Charity Balls, Galas or just something as simple as an anniversary dinner or date night.
Who are your fave local designers?
We love Marika Brose, we have a ton of her pieces, lots of super fun details like feathers and sequins! Also Narces has some beautiful feminine pieces and Jordan de Reuiter makes the most beautiful tulle dresses – we have a few different styles.
What are your fave fashion pieces? Dresses and fashion accessories? (A must have for you.)
My personal go to is a 70s Kaftan! I have quite the collection that i wear in summer with sneakers and big sunglasses. In terms of the shop, we love really flowy, easy to wear pieces in fun colourful prints. The racks are a rainbow of colour when you walk in, and that’s just how we like it.
What’s in store for Studio Fitzroy for 2017?
We’re working on getting in some new styles, definitely more gowns and dressier pieces and a lot more options for our large and plus size ladies. Stay tuned!
Dresses can be booked in advance or same-day, either in the studio, online or over the phone at 416 901 6572.
Studio Fitzroy Dress Rentals is located in Toronto at 1227 Dundas Street West, Upper Floor The SHINE prjct wishes Ang and Jules all the best this year and beyond!