When Erin Mack turned 40, she had an epiphany.
“Fashion has always been a passion, and I just thought this is the time to open my own store,” says Mack, directing officer and managing partner of PaperDoll Clothing. “You only live once, so if I don’t do it by the time I’m 40, then when am I going to do it?”
Mack and her business partner and best friend, Courtney Antoniuk, started PaperDoll three years ago. The world of fashion and beauty always intrigued Mack, and before having her two sons, she worked as a hairstylist. What drew Mack to opening her own store was being able to offer something unique to Edmontonians.
“I love being able to create a moment and expression,” says Mack. “I like to have fun. We’re always about lots of colour and print here, so that’s something that I’m really drawn to. And I felt like there was a little bit of a niche in the market that wasn’t filled for an affordable women’s boutique that carried some things that made a little more of a statement.”
Walking into PaperDoll is like exploring the inside of a rainbow. The interior features pops of colour with feminine and boho touches. Hats are featured on the wall, mismatched frames featuring Mack and Antoniuk hang from a concrete pillar and decor, like a canvas of alpacas, adds fun to the space.
Clothes are organized by colour on racks around the store, and there’s patterned dresses and tulle skirts mixed with a few neutral pieces. Though fall is approaching, Mack says customers are still shopping for summer pieces. The bestselling items right now are statement tops and dresses, which PaperDoll carries many of.
“We get a lot of people saying we are one of the better options for special occasions and date-night outfits,” says Mack. “We do carry some work and more casual stuff but we’re more about finding pieces that you really want to showcase.”
Shop PaperDoll Cothing online at paperdoll.ca or in-store at 54, 10240 124 St.
