For years, Michele Baitley had toyed with the idea of introducing men’s clothing to Michele's Doorway to Splendour, her women’s fashion boutique in Smiths Falls. “Women would come in and they'd bring their husbands with them and the husbands would say, “Oh, I wish you had something I could look at,’” says Baitley. “I always kept that in the back of my mind.”

For the past eight years, Baitley has been building her business on the back of those exchanges with clients. She sees every interaction as a chance to learn more about what people want and need. “Don't get me wrong, I have a passion for my store – I love it – but I've been walking in that back door for eight years now and it’s not all about the stuff,” she says. “It’s about building that relationship with my customers.”

Photo by: David Simon, Sandbox Photovideo (Michele Baitley)

When Baitley took the store over, it was a children’s consignment shop. Within a few months, she’d pivoted to women’s fashion. When the pandemic hit, the consignment industry – which thrives on thrifters hunting for treasures in-person – was hard hit, forcing Baitley to rethink her business model. She pivoted to a luxury boutique, bringing in exclusive women’s lines. But the notion of selling men’s clothing still lingered.

This past fall she got an opportunity to fully explore the concept when she heard about My Main Street, a program which aims to revitalize business communities through hands-on support and is funded with a $23.25-million Government of Canada investment through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario) and delivered by the Economic Developers Council of Ontario (EDCO). She knew $10,000 in funding would allow her to invest in the expansion. But it was My Main Street’s in-depth market research on the demographics, interests and social media use in Smiths Falls that gave her the data to back up the decision.

Photo by: David Simon, Sandbox Photovideo

“There was no men’s store here,” says Baitley. “The closest was in Perth and they only sell suits. When we did the research and it said we needed one, I thought, okay, let’s do it!”

Using the funding, she was able to renovate her space to create an area for men’s clothing – investing in the racks and cosmetic touches like painting as well as photographs from a local photographer to decorate the space. “I made a little section where the men can sit or the women can sit while their husbands are trying things on,” says Baitley. “I spent every single penny wisely because I wanted to represent myself well and show people how to do it.”

Baitley says although she likely would’ve invested in a men’s line eventually, the My Main Street funding and research helped her expedite it. In February 2023, she had her grand opening as a dual women’s and men’s fashion boutique. “Going forward, I’m trying to change people’s perspective that you don’t have to spend all kinds of money to dress well and feel good about yourself,” says Baitley.

Photo by: David Simon, Sandbox Photovideo

About My Main Street

My Main Street is a $23.25-million Government of Canada investment through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario) to support the recovery and revitalization of main streets and local businesses in southern Ontario. The Canadian Urban Institute and the Economic Developers Council of Ontario have partnered to deliver My Main Street through two program streams. Learn more at www.mymainstreet.ca.

About FedDev Ontario

For 13 years, the Government of Canada, through FedDev Ontario, has worked to advance and diversify the southern Ontario economy through funding opportunities and business services that support innovation, growth and job creation in Canada’s most populous region. The Agency has delivered impressive results, which can be seen in southern Ontario businesses that are creating innovative technologies, improving productivity, growing revenues, creating jobs, and in the economic advancement of communities across the region. Learn more about the impacts the Agency is having in southern Ontario by exploring our pivotal projects, our Southern Ontario Spotlight, and FedDev Ontario’s Twitter, Facebook, Instagram and LinkedIn.

For more than 12 years, the Government of Canada, through FedDev Ontario, has worked to advance and diversify the southern Ontario economy through funding opportunities and business services that support innovation, growth and job creation in Canada’s most populous region. The Agency has delivered impressive results, which can be seen in southern Ontario businesses that are creating innovative technologies, improving productivity, growing revenues, creating jobs, and in the economic advancement of communities across the region. Learn more about the impacts the Agency is having in southern Ontario by exploring our pivotal projects, our Southern Ontario Spotlight, and FedDev Ontario’s Twitter, Facebook, Instagram and LinkedIn.