THE JOURNEY TO AND FROM PETRIE

Well, I procrastinated writing this for about as long as I could have. 

I thought I didn’t know how to start… or maybe it was more that I didn’t want it to end. 

When we found what we dubbed our ‘forever home’, it was just a small sign in the window and a lot of scaffolding. It was a relic, a monument of times past with a lot of historic nostalgia built right in.

Many have heard the story but if you’re here reading this blog then we know you’re in for the details so buckle up. Oh, and if you are looking for the spicy side of this story make sure you follow the podcast for all the NSFW details.

The journey to Petrie started in 2016. Our landlord for our first location; 54 Carden St. had given us thrity days to find another space instead of the year extension that we requested. We looked at more locations than we’d like to recall. Donna drew layout after layout trying to fit new dreams into old spaces, with an ominous ticking timeline. One day, walking past NV Lounge, we looked to the other side of the street, and saw what could only be described as a derelict building, but at this point we were desperate. We expected this FOR LEASE sign to go in the direction that every other lead had, south.

We reached out and discussed that we were in search of a 1200-1500 sq. ft. space, (from our 700 sq. ft. on Carden St.) and a site visit was arranged. Donna and I walked through the first floor construction site that is now the Brothers Brewing Company. They were the first tenants to sign on to begin the massive restoration of this historic building. On our way to view the second 2nd floor lease space, we had a first look at what could be mistaken as a museum. The Apollo restaurant had inhabited the first floor of this building for forty years until it shut its doors in March 2015. Upon removing the drop ceiling and gutting it, The Brothers could already see that this was literally a diamond in the rough. We walked past 60 year old coca-cola bottles, original 2ft crown molding, old black and white photos unearthed from the floors above, love notes on paper and on walls….honestly my millennial heart could not take the onslaught of nostalgia that poured from it. 

As we entered the 2nd floor, we found an intact office for Pharmacist AB..Petrie - who built and occupied the building, and a beautiful narrow suite with southwest facing windows. This space had not been occupied in seventy-five years. Yup, you read that right… seventy-five years. We were in love to say the least, but the layout of the space was not ideal. Then Kirk and Peregrine (the new owners of the building), told us that there was also another suite available but it would be a packaged deal, the 3rd and 4th floor. Of course we couldn’t say no to viewing more of this incredible building, even just for the curiosity. My entire university career (and my life in Guelph), I had only seen this historic building with green plywood for windows…

Let’s be real, photos only do it justice;

The 3rd floor stole our hearts.

WE STOOD IN THE FRONT ROOM IN AWE OF THE 15 FT CEILINGS AND WHEN I PEEPED OUT A TINY HOLE IN THE PLYWOOD TO SET EYES ON THE BASILICA OF OUR LADY, I TURNED TO DONNA AND SAID “WE HAVE TO HAVE THIS SPACE”.

I think back now and only I could tell that her wheels were turning, crafting this space in her mind into the icon it is today. But on the surface, next to our soon-to-be-landlords, she had the best poker face on. Already understanding what a huge undertaking this would be and preparing for a long lease and business negotiation that would allow tiny us to become big TMB.

We climbed scaffolding into a hole in the ceiling in the SE corner of the room. We stood on joists while Kirk told us about how this attic had never been in use but had only been built so A.B.Petrie could erect the tallest building in Downtown Guelph. The grandeur and the ego really spoke to me of a time where you could build something so sensational that people would forever be in awe of it. A time passed for sure but something that ended up being restored to a state that I don’t think even Guelph could have imagined. We were standing in what would eventually be THE Dress Loft that you have come to know and love.

The details of signing and getting the space are lost on me, but Kirk and Peregrine set us up at the Boarding House Arts (another historical space that they restored) so we could run TMB out of it while Petrie was being renovated. Let’s not forget that thirty day timeline we were on!

The 4-6 month restoration timeline turned into a year and a half. Alicia and I helped brides find their dress in 1000 sq. ft, one change room and a dream that the new area we were moving to would blow our ever growing clientele away.

Donna dusted off her Project Manager hat and worked alongside the trades DAILY for 11 months to bring our needs and vision to life. It was no small feat… not just for our space, but renovating a building like this, in a city like this brings its own set of challenges (shout out to anyone who has ever had to apply for a permit with the City of Guelph….). Elevator shafts, stairs that cut through an entire building, restoring a metal facade that took over 2 years… not to mention our growth and prep for a tiny bridal business that was preparing to go from 1000 sq. ft. to 3600! A little, cute boutique that went from four employees (Donna, Alicia, myself and one PT stylist named Jay) to a staff of nine. And that’s what it was, overnight.

In three days we swapped spaces and when there was three hours left until opening (and the VERY first appointment at Petrie). I had to call in two very good friends, (one who is actually our Director of Operations now, Sarah) to help throw boxes in closets, build IKEA shelves and get us ready for the 12 o'clock start.

From there, we were off to the races.

Seven years in Petrie, dozens of tiny renovations to accommodate our growth. Growth, by the way, that we never ever imagined. We thought we would never… EVER fill 3600 sq. ft?! Who did we think we were?

A staff of over twenty and so many happy brides makes us emotional just thinking about it.

WE BECAME A DESTINATION. WE LEARNED HOW MUCH WORK IT TOOK TO RUN three ROOMS, TO CURATE A LOFT WORTH THE DRIVE TO GUELPH. WE LEARNED WHO WE WERE AS A BRAND, WE MADE MISTAKES, WE TOOK RISKS AND WE TRIED TO TAKE EVERY MISSED OPPORTUNITY ON THE CHIN AND CALL IT A LESSON.

Our goal was to fill our three rooms, which was between forty-five and one hundred appointments a week. And let me tell you, a Made with Love Trunk Show brought us more brides in one weekend than I have ever seen in a single space! We held sample sales that built bridal camaraderie. We hosted weddings, events, fashion shows and runways. Everything that you could think of, we did in this space. We did our best to build a business that was worthy of the grandeur. Little did we realize that what was really happening was something of a synergistic effect. The Petrie Building was a defining pillar of our brand, and if I can be honest a HUGE leg up in an industry that is sometimes very much dog eat dog. We emulated Paris, New York and Barcelona in this space and brought a glamour to downtown Guelph that it deserved. 

The “yes” came easily, the champagne flowed and we rode that bridal wave to new heights. But the only thing you can count on in this life is change. Well…. that, and death and taxes. Within four or five years, we felt ourselves outgrowing the space and inquired about expanding into more units within the building. In doing this we found out that the building had been sold. Now, having a little past landlord trauma already, we did a bit of panicking…well I did. Donna always seems to have a plan.

Unfortunately, we were right in thinking the worst. In the next couple months we learned that the building had been acquired and the intention was to use our beautiful space for offices, offices with a view that many would die for…

There was a mourning period, for sure. But like all passionate business people, there really wasn’t much time to wallow. We were already a year into looking for more space, our glass office that used to be home to myself and Donna now held four managers, which I’m sure should be reported to HR. Our media team worked from home and the rest of us fought over work space between appointments. 

Once it was clear that the new landlords intended to take over every inch of usable space in their building for themselves, we started looking again for our forever home. The silver lining was we had a nice long timeline this time; five years. We just resigned our lease and could continue to make bridal dreams come true for the foreseeable future, this was 2021. 

If I could give you a slideshow of the drawings, dreams and ideas that were rinsed and repeated over the next two years your jaw would be on the floor. We looked at countless places in Guelph (yes including the Albion), we traveled to Kitchener/Waterloo, we played with the idea of building in Elora and even setting up a sister location in Toronto. We toyed with opening an event space alongside TMB, a restaurant, a bar. We talked about everything TMB could offer our brides AND explored the glass ceiling that our business had. Was there one? We’re still not sure. Above all we needed something soon, our staff was jam packed, our dress loft overflowing…

AND THEN THE WELLINGTON BUILDING CAME TO OUR RADAR, AND APRÈS OUI WAS BORN.

Shout out to Tim Priamo of Lennard Commercial Realty who practically became a full fledged member of TMB after the years spent working with us to secure a new space. Tim negotiated our lease and helped us get moving on our next big adventure.

Apres Oui opened in November 2023 and although she only boasts 3000 sq. ft of client facing space it has been acting as headquarters for TMB since November, 15th 2023. We have an additional 1400 sq. ft of offices, quality control and storage. This was a gift not only for our staff but also for our sanity. This space was created for future dreams; the private lounge: a place where our brides could keep the party going long after the appointment. The media office that is equipped to record our podcast. The accessory space: for us to grow into THE destination for bridal and everyday accessory shopping. Petrie still served as our sales location, and Apres Oui; our after the YES, pick up location. Working in unison for our brides, to create an exceptional wedding shopping experience from start to finish.

Fast forward to today, July 19th 2024. When we finally tell you, our biggest supporters, to come on another ride. Another pivot, and while we are all tired, this is THE pivot. We have learned something from each space, we have taken those lessons, those love notes, your amazing feedback, and created an unforgettable space.  An unforgettable place in which you experience one of the most magical moments in your planning journey. We have crafted the location and now we just need to fill it with YES.

When we moved into the Petrie Building in 2017, we built our brand around this iconic space, intentionally. What we didn’t realize was happening was a beautiful synergy between where TMB lives and who TMB is. What we didn’t see was that it didn’t matter where we housed TMB, it would always be defined but US. We may have grown our wings in the Petrie Building but we were nurtured along by YOU and everyone who pours their heart into TMB

It’s my dream of creating an experience that you don’t have to go to Toronto for. It’s Donna’s crowning jewel of elegance and design. It’s Alicia’s astute eye, and attentive nature. It’s Adele’s creative masterpiece that doesn’t know the bounds of Guelph. It's Sarah’s grit and determination. TMB flourishes because every staff member LOVES this little dream, and brides that come to us make up the lifeblood that keeps us going. Every YES is special, cringey but true!

SO, NOW AS WE INTRODUCE YOU TO THE NEW ERA OF TMB, JUST KNOW THAT EVERYTHING THAT HAS HAPPENED OVER THE PAST 10 YEARS HAS BROUGHT US TO THIS POINT.

Our forever home will truly blow you away, all we need from you is to help us fill it with a little YES, and of course a LOT of champagne.

CHEERS.