Going With the Flow

Posted on October 04, 2009 | 3 Comments

I thought that once the lease was signed, Lynn Steven would be open in no time.  Not so much!  Daily I am asked when the boutique is going to open; if I had it my way it would have been a month ago.  I am starting to learn through this process of starting my own business that

  1. things never go quite as planned, and
  2. patience is a virtue

I am embracing the concept of going with the flow, and that sometimes what I thought I wanted may just not work.  There are bound to be a million roadblocks and obstacles in the way but there is always a way around them.

I come from a strong marketing background having taken Marketing Communications at BCIT.  I have also worked for some of the biggest brands in fashion - Lacoste, Holt Renfrew, Gap - and I noticed how carefully they cultivated their brands and began to appreciate the importance of a strong brand image.  I started working on the Lynn Steven logo and branding about a year ago with the vision of what I thought Lynn Steven was going to be - the look and feel, what I wanted people to say after they left the boutique, how I was going to market the store, etc.  However now that we have the physical space for the boutique, my original ideas for the design and feel of Lynn Steven have changed.  225 Carrall Street has so much character and history that we want to respect.

Through many discussions with my husband, as well as meetings with the great folks at MGB Architecture, we’ve decided that the Lynn Steven logo needs some adjustments and that pink is not reflective of the space.  After a bit of denial and indecision I have to agree.  I am not sure what I was thinking with the pink and Gastown, they just don’t seem to go hand in hand. Gastown is gritty and edgy and the branding of Lynn Steven needs to reflect that.

Like I mentioned earlier, I am going with the flow and embracing the change.  This is not to say that I am compromising my vision of Lynn Steven.  The fundamental elements will still be there, such as providing an unparalleled shopping experience for our clients and really developing those relationships.

You are likely to see some changes to the Lynn Steven website and Twitter account over the next few weeks.  There are no changes to the brands that we will be carrying.  I am excited for you all to come along on this journey.  Don’t hesitate to leave a comment on my blog posts, I welcome the good and bad and would love to hear your feedback.

We are submitting the permits to the city this week. I will be sure to document every stage of the process from demolition to design to build out and beyond.

Until next time...

Posted in Branding, MGB, Store Design, The Process, The Store



3 Responses


October 04, 2009

Exciting to read about the developments and the evolution of your brand. Keep at it!

Christina Vankoughnett
Christina Vankoughnett

October 12, 2009

Very exciting, can’t wait to see the store up and booming with business. Embracing flow is very difficult but if anyone can take on such a challenge with elegance and sophistication it’s you. Education is extremely important and you have that plus the hands on experience with a number of high end retailer’s, the best of luck we will be there when it opens, that’s a promise.


October 04, 2009

I also took the Marketing Communications program at BCIT. Loved it!

I applaud you for realizing that you need to embrace change and try something that will ease in more gracefully with your Gastown counterparts and area. It’s not easy admitting that you need to re-work something that you poured so much heart and effort in to.

Good luck Nicole! I hope it all works out just how you want it to and I’m looking forward to seeing the new designs!

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