Mobile fashion boutique rolls into Saint John
Entrepreneur Dominique Leger takes fashion from runway to highway
A Saint John entrepreneur is giving new meaning to the expression "travelling in style" with a pink fashion boutique on wheels.
Dominique Leger, the owner of In Pursuit — A Mobile Boutique, said she went to school for retail marketing but never thought of owning her own store until she took a recent trip to Boston.
"There were a lot of food trucks, and there was this one little lonely white truck parked kind of at the back, a little far away. But there were ladies all in front of it," said Leger.
"I was a little bit curious but didn't have time to check it out, so immediately when I got home, I Googled it."
Leger had discovered The Fashion Truck, a popular mobile boutique, and applied to open a similar business last November. But no such permit existed in Saint John.
"It was a little bit of a delay process at the beginning to try to convince people that it really was a good idea and that it would work here," she said.
Once the city got on board, Leger found a used five metre GMC Workhorse and had it completely revamped — complete with a dressing room, and a fresh coat of bright pink paint.
As a small business owner, Leger said she spends her money wisely by following an affordable marketing strategy. She picks a spot, parks, and then spreads the word through social media.
The novelty is already catching on, said Gillian Goldie, a new customer of In Pursuit.
"It's just something new and different," she said. "It's a first for Saint John. I think it's a first for a lot of places."
Leger plans to stock women's apparel and accessories as she continues to test the market. She said she may expand her business in the future.