Photo by kurtzorpia.ca
By Leah Feor
You’ve dreamed of this day your whole life–the day you walk down the aisle in what is sure to be the most special dress you’ll ever wear.
You’ll search through racks for weeks, maybe months just to find that perfect fit. Did you ever think that you might find it on a hanger inside a boutique that features previously loved gowns?
Something old, something new, some borrowed… something used? Although this isn’t quite the motto at Second Dance, it’s quite fitting.
When Jennifer Newman first came up with the idea for St. Catharines’ unique bridal boutique, she did so with one person in mind; the bride. She not only wanted to serve brides-to-be, she also wanted to lend a hand to those who have already said “I Do”.
I’ve had the pleasure of working with Jennifer for a few years now, and I can confirm one thing for sure: she loves a win:win. What’s that, you ask? Well, it’s when we come up with a solution where everyone wins! Since the day I met Jen and we started talking entrepreneurship, she has always emphasized the importance of giving back. Over the years I have come to know that in her case, this means helping others in any way that she can.
When we first started working together, I offered up advice on sustainability for her jewellery business. My own primary focus is environmental, however with my background in accounting, it’s inevitable that my mind wanders to the financial side of things. Jennifer and I spent a lot of time discussing different ways that Kaunis, her original jewellery business, could become a more environmentally friendly option for the conscious consumer.
Perhaps it was this continuous conversation about balancing a triple bottom line way of operating that watered the seed for Second Dance. After all, what Jennifer’s brought to life is a social enterprise that focuses on people, planet, and profit. Only she’s taken it that extra step and put profit into the hands of people by working with individual consignors for a large percentage of the gowns that fill the boutique in downtown St. Catharines.
While some brides are looking for a great deal to keep their wedding costs under budget, others are looking for a way to reduce their footprint on the planet. At the end of the day, it doesn’t really matter what motivated you to walk through the door. When you purchase previously loved, you’ll get the best of both worlds. And that’s what we at Second Dance, call a win:win.