Meet: Kristell Geffroy, Owner of Swenn, located in the Confederation Court Mall (134 Kent St.)
Tell us about your business:
Established in Montreal in 2017, Swenn is a Canadian-made clothing brand that presents organic and natural unisex clothing and accessories inspired by the nautical universe. The brand expanded to PEI in 2022, infusing a vibrant touch into the local scene. This move to the East Coast symbolizes Swenn's dedication to exploring and enriching diverse Canadian landscapes.
What is unique about your business?
Swenn's uniqueness lies in our commitment to local and organic processes, engaging local makers to craft garments with a focus on the human aspect. We prioritize the "Made in Canada" or North America label, advocating for a return to slow fashion, sustainability, and creating meaningful, timeless, and stylish collections. Our blend of ethics and fashion sets Swenn apart in offering a truly distinctive and purpose-driven clothing line.
What made you decide to become an entrepreneur?
The decision to become an entrepreneur stemmed from a desire to merge fashion, a cool and happy vibe, and ethical practices, a combination I couldn't find in existing local brands. In 2016, a road trip through the Maritimes exposed me to the remarkable skills of Canadian craft artists. Witnessing the potential of blending their work with my vision of fashion, I envisioned Swenn. Having spent a decade in the fast fashion industry as a designer, I sought to break free from its norms. I aspired to create a brand with purpose, prioritizing people and the environment while celebrating Canadian roots, energy, and creativity.
What do you love most about operating a business in Downtown Charlottetown?
Operating Swenn in Downtown Charlottetown is a delightful experience, the continuous expansion of the economy and business opportunities provides a promising potential for my businesses. Downtown has a friendly and supportive local community, who have an appreciation for locally made products. The Downtown’s welcoming atmosphere and the city's commitment to it’s vibrant and attractive culture aligns perfectly with Swenn's ethos, contributing to a mutually beneficial relationship.
What is your favorite product or service that you offer?
Swenn's product lineup is like a family of diverse personalities, making it challenging to pick favorites. However, if pressed, I must admit a particular fondness for our knitwear collection. This collection, crafted in collaboration with skilled makers in Quebec, holds a special place in my heart. Working with the precious natural wool material, we bring these pieces to life from scratch, witnessing the transformation from raw material to a warm, breathable, and durable garment.
Do you have a favorite saying/motto/phrase?
"Navigate Your Style" encapsulates the essence of Swenn, encouraging individuals to embrace their personal style journey.
If you had a piece of advice for new businesses, what would it be?
Prioritize quality, stay true to your values, and build genuine connections with your community.
Why is it important to support local? How can Islanders support small businesses?
Supporting local is not just a transaction; it's a commitment to building a resilient and thriving community. In the current challenging times marked by climate changes and economic uncertainties, the importance of buying local has become more pronounced than ever. When Islanders choose to support local businesses, they are not merely making a purchase; they are contributing to the economic richness of the entire community.
Buying local is a powerful choice with far-reaching impacts. It sustains the livelihoods of local entrepreneurs, creating a ripple effect that extends to their families and employees. Moreover, it fosters a sense of community and connection, as every transaction is a personal interaction that goes beyond a mere business exchange. It fortifies the local economy, nurtures a sense of belonging, and helps build a resilient foundation that can weather the storms of change.
Final thoughts?
In closing, I'd like to reflect on the essence of Swenn—a brand that intertwines timeless elegance with a commitment to sustainability. While we celebrate our Canadian roots and maritime inspiration, there's a deeper narrative woven into the fabric of Swenn. It's a narrative of resilience, adaptability, and the power of embracing change.
In the heart of Downtown Charlottetown, amid the vibrant community that appreciates locally made products, Swenn is more than a brand; it's a celebration of craftsmanship, sustainability, and the beauty of slow fashion. As we continue this journey, I invite everyone to explore not just the garments but the stories they carry—the stories of resilience, creativity, and a commitment to creating a positive impact on the world.