The JOELLE company continues its growth with the opening of a second boutique at the very famous Place Ste-Foy in Quebec. Much more than a simple clothing boutique, JOELLE promises a unique experience with each visit. The opening of this destination point is only the beginning of a new phase of ambitious and well-crafted growth by the two heads of JOELLE Inc., Billy Lacasse and Joelle Desaulniers, with the objective of multiplying the number of stores JOELLE in Quebec within five years.

Work estimated at $700,000 begins now for an opening planned for summer 2023. Customers can expect a unique opening with the authentic and unpretentious JOELLE touch.

With 2,800 square feet of space and 25-foot high ceilings, customers will be intoxicated by what they see as soon as they enter the store. “ Women will feel invaded by the unique vibration of JOELLE. Yes, they will be there to see, touch and try our products, but they will also come and return to experience a moment for themselves, where they will be accompanied by our stylists and advisors, according to their needs. At JOELLE, we put fashion at the service of women and not the opposite ; this is what, among other things, characterizes us. », explains Joelle Desaulniers.

“ We are proud to welcome JOELLE, a Quebec brand which will be available exclusively in Quebec City at Place Ste-Foy and which will enrich the women's fashion offering in our center. », underlines Donald Larose, vice-president for the Quebec region at JLL.

The JOELLE experience

Founded in 2016, the company JOELLE Inc.'s mission is to offer women, regardless of their age and shape, an unpretentious “fashion” alternative created in Quebec. With a concept that places the customer at the heart of company decisions, the brand has exploded in just a few years. The authentic, warm and close relationship that is created between store employees and customers is exceptional. Every week, customers from across Quebec travel to experience the JOELLE styling experience at the Trois-Rivières boutique. This same styling service will be part of the experience offered at Place Ste-Foy.

In 2020, with the pandemic and the closure of businesses, purchases on the website took over and allowed the general manager of JOELLE Inc. to plan what happens next. “ Sales have multiplied phenomenally during the pandemic! With the data collected from online shopping, we can see who is buying and where our customers are coming from. It was obvious that a large number of our customers were buying from Quebec and cities to the north. It is no coincidence that we chose Quebec to open this second store. We know that we are expected by thousands of customers! » explains Billy Lacasse, president and general manager.

Surround yourself with the best

“ We are ready for the addition of this new store since we have loyal partners with whom we have built excellent relationships. The solidification of the supply chain and the arrival of new employees will help us in this major project, which marks the start of a plan for a new phase of growth over several years […]. Already for the Quebec store, new JOELLE COLLECTION products will appear... but we can't reveal everything at the moment ! However, we can say that this is the start of a great and beautiful adventure for the brand. » , mentions Mr. Lacasse .

Since last year, the number of employees has already doubled, from 32 to around sixty, and around ten jobs will also be created in Quebec with the arrival of JOELLE at Place Ste-Foy.

“ At JOELLE, we are not only looking for sales advisors, but companions who sell happiness ! Our mission is to provide a moment, an experience for our customers, and our employees are the first element in the equation. We hire the cream of the crop since the people in store are often the first relationship our new customers have with our brand. It is therefore essential that these people are attentive, understand the philosophy of the house and make a difference in this moment that customers offer themselves through the whirlwind of their lives. » adds Joelle Desaulniers. JOELLE in-house training is also offered to all new employees so that customer service in the store is impeccable. “ With us, there is no ego; only rigor, authenticity and a lot of kindness. » , she says.

Not forgetting the recent announcement from JOELLE Inc. confirming the opening of a new creative office in Montreal. This new premises will be able to accommodate up to 30 employees working in various fields ranging from design to marketing and events.

JOELLE Inc. invites interested people to apply at joellecollection.com/carrieres .