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When friends and co-founders Alesha Rayoff-Pearce and Michelle Goldman came up with the idea for their company The Quarterly, they wanted to fill what they felt was a ‘void’ in the Canadian retail market, offering a curated shop for style-conscious shoppers.
“We believe in wearing fabrics that make you feel good, cuts that flatter, and versatile pieces that maximize your wardrobe,” Goldman says. “We build our collection to be the favourite items in your closet.”
Boasting expertise gleaned from careers working in the fashion industry, the duo set out to offer fashionable finds from both an in-house line as well as outside brands. We caught up with Rayoff-Pearce and Goldman to learn more.
Q. For those who aren’t familiar, what is The Quarterly? What makes it unique?
Rayoff-Pearce. The Quarterly was conceptualized to take the guesswork out of looking fashionable and bring the focus back to easy, stylish activewear that works with your ever-evolving, plan-changing, try-to-fit-in-one-more thing lifestyle. Whether you’re squeezing in a workout before or after a school drop-off, doing a yoga class at home and heading in to the office or meeting for a Sunday brunch with your girlfriends we curate looks to get you through it all.
Q. Who is the target customer?
Rayoff-Pearce. The Millennial mom, someone who is willing to try new brands and pay for quality, is aspirational in her buying habits and healthy lifestyle, is influenced by product reviews and recommendations. She lives and loves her healthy, family focused lifestyle.
Q. What can you share about the company’s approach to sustainability?
Goldman. We believe in quality over fast fashion. We work with brands like Girlfriend Collective, Michi and Daub and Design that use sustainable materials with lasting quality to ensure less ends up landfills. Many of our partners produce their goods domestically here in Canada minimizing the carbon footprint. We also minimize the amount of packaging used for every order. We use FSC-certified tissue paper and stickers, printed with soy-based inks, and are acid, sulphur, and lignin-free.
Q. Is there an MVP product on offer? If so, which one and what makes it so popular?
Rayoff-Pearce. Every quarter we partner with a charitable organization to build an exclusive item for a cause we believe in. We donate back a portion of our sales to these charities. Our most popular item is our exclusive “La Femme” sweatshirt.
Q. Lastly, what is the price range for your products?
A. We work with brands at various price points to create an offering that mixes high and low. Prices range from $89-$250 and of course our sale items are not to be missed.
To learn more, visit Shopthequarterly.com.