Phreshly Squeezed

When most of us think of The Bay, we often associate Canada’s iconic department store with the notion of unfashionable and overpriced clothing, which did indeed once occupied the sales floor. But as of late, The Bay has been transforming and revitalizing itself so as to encourage consumers to shop at The Bay with feelings of pride and chicness. And after dropping more than 800 brands, only to replace them with 200 more à la mode lines, CEO Bonnie Brooks is looking to add life to the shoe department by ending its twenty year relationship with Browns Shoes, as noted in a recent article by the Globe and Mail.

With a new image, Brooks is hoping to snag the suppliers that had before snubbed The Bay for being too outdated and have them add their lines to the shoe department. The selection of brands in the shoe department, aside from Browns’ section, has not always been so vast. I recall in my younger years when the shoes were not as well constructed as what Browns had to offer and when they were definitely the opposite of fashionable. But now, The Bay is taking a cue and moving towards mid-ranged brands so as to offer selection and a sense of consumption power to the buyer. And while I have not been able to see the purpose in the initial partnering with Browns, I can understand Brooks’ viewpoint in moving solo now, especially given that The Bay is trying to reclaim its title of department store with a selection now varying from affordable to upper-middle class prices.

Image courtesy of The Globe and Mail

When I was at the Paris Ethical Show last year, I set out to make some connections for JUZD’s Fashion Style Culture blog. Conversing with some of the exhibitors, I found that many of the designers were not into having blogs (interesting how this would quickly change in 2009) and were not really interested in entertaining my poor French at the time. But one of the exhibitors, Tamara Rubilar of Estrella Bijoux, did take the time to talk to me about her line and asked me several questions about the benefits of having a blog. Since then, we’ve kept in touch – just recently, Tamara launched her Spring/Summer 2010 collection for her jewelry line.

Tamara presents her line boldly with two collections this spring: the French collection and the Glam collection. Presenting two different viewpoints, the two lines are cohesive with Tamara’s aesthetic. The French collection, inspired by the pearl necklace style of Chanel, is comprised of necklaces made from vintage jewelry, pearl necklaces, vintage chains and cameos. The Glam collection, though, reminds me more of the collection that I had seen at the Paris Ethical Show in 2008; chic and long necklaces composed of natural materials found in Latin America (including hand painted tree bark), recycle pearls, and silver chains are what the Glam collection features.

Based in Montreal, Canada, Estrella Bijoux was founded in 2006 by Tamara Rubilar with the mission of presenting jewelry and social and ethical responsibility together. By making use of reusable materials, Tamara is innovative in her approach to creating jewelry, as well as creating awareness of sustainable development. Drawing from her Chilean roots, Tamara explores the many resources that Latin America has to offer the world. Estrella Bijoux is currently available in several boutiques in Montreal, as well as online at http://www.bijouxdefantaisie.com/.

Pearl necklaces of the French collection

One of the chic long necklaces of the Glam collection

Images courtesy of Tamara Rubilar of Estrella Bijoux

Head on over to Toronto’s Charlie Boutique on Queen St. W. to celebrate the store’s second birthday by having a sale this weekend. Everything in the store, which features many Canadian brands, will be on sale for 25% off. The website is also set to unveil its new look; for now, check out the blog and follow them on Twitter.