Internet shopping is fast and easy, but when it comes to certain products, like clothing, jewelry or scented soaps, the online experience just doesn’t compare to browsing in-store.
North Vancouver resident Albert Lo, the designer behind Lomolicious clothing, sells his handmade ponchos and neck warmers through his website, but the bulk of his customer transactions happen in person at seasonal craft fairs.
“I like to sell directly. I like meeting the customers and explaining and talking about my stuff,” he says.
He recognizes the importance of seeing and touching products, especially wearables.
“I know personally, as a shopper, I’d like to feel the fabric, or I’d like to see how it’s made, or I’d like to know how it fits. Those elements are very important to me and I think most shoppers do keep that in mind as well.”
Lo runs Lomolicious with his sister, Helen Waterson, and the pair have considered opening up a bricks-and-mortar shop. But, as is the case with many small businesses, the high cost of renting prime retail space is prohibitive. Fortunately, the siblings have discovered an alternative business model that allows them to sell their “West Coast chic” cotton and bamboo garments year-round in a store, without being solely responsible for all the overhead.
Lo and Waterson are among the four co-owners of Under the Umbrella, an artisan collective located at 67 Lonsdale Ave. in North Vancouver. Formerly called In Good Company, the shop went through a restructuring last summer and now has a new name, different ownership, and a mandate to carry exclusively local, handmade gifts and fashions. The other two partners are Jean Stenhouse of Little MoSo eco-friendly children’s clothing, and Doris Jetz of Ink & Dolly greeting cards and art prints.
“It’s not as big of a commitment when you have two other partners,” Lo says.
As one of the owners, Lo’s clothing line is carried in the shop permanently. Under the Umbrella rotates through other artisan lines, so the stock is always changing. Currently, there are about 30 crafters with products on the shelves and racks, including Wild & Raven art and clothing by Sherri Bachmann and Boske Kids clothing by Jenny Chavarri.
“The bulk of the artisans are actually from the North Shore – I would say almost 40 per cent,” says Waterson, a Lions Bay resident.
Participating artisans pay to sublease the space and are encouraged to work in the store if they’re available. Meanwhile, Under the Umbrella also buys wholesale from more established local businesses, such as Karla’s Specialteas. Regardless of the size of the business, there’s a curatorial focus on “well-made, creative, unique products that have a market,” Waterson explains.
In addition to providing display space to participating artisans, Under the Umbrella also has a Mini Makers section open to crafters aged 17 and younger. The idea is to give youth a place to sell their creations and introduce them to the world of entrepreneurship by charging just $10 a month in rent and 10 per cent commission on any item sold.
“Not only will we be giving them the opportunity to sell their products, we’re hoping that it’ll give them the experience of actually running their own business,” Waterson says.
Overall, she hopes the store serves as a vehicle for local makers to support one another and sell more of their products, while at the same time exposing shoppers to new talent and an alternative to the “fast shopping” trend.
“We really want to encourage people to shop local, and to shop handmade – to shop less, but to shop well,” she says.
For a list of all the artisan lines currently in store, visit artisansumbrella.com.
