At a time when online shopping has become the new norm, Peterborough’s Dan Joyce Clothing is giving customers a reason to return to the store.
Each month, the women’s clothing retailer will be partnering with other local businesses to host drop-in educational events at their 87 Hunter Street West location where customers can learn about various topics.
“I noticed a lot of customers saying they don’t have anywhere to go or anything to do, and it felt like the hangover from the pandemic where we lost a lot of social connection,” says Dan Joyce Clothing owner Nancy Wiskel. “I know that many women are like me, trying to educate themselves, so this is a way to combine bringing tidbits of information to people while also creating a social gathering space.”
The first drop-in event, titled “Beat the Blues,” will be held from 2 and 6:30 p.m. on Thursday, February 22nd, when local experts will be available to answer questions and give advice to visitors on how they can support their own mental health.
“February is a month where traditionally people feel the blues, so this month’s event is very much about how we can tie things like nutrition, stress management, and sunshine into improving our mental health,” says Wiskel.
Although the store caters to women, the event will offer information and tips that are beneficial to all genders and age groups.
Nutritionist Jodi-Lee Forestell will be there to talk about how blood sugar levels and gut health can have an effect on mental health. RJ Kayser, founder of Flow Spa Float Centre and Sports Recovery, will be available to talk about stress management and relaxation techniques. Tori Silvera, co-owner and general manager of Wild Rock Outfitters, will discuss the benefits of sunshine and the great outdoors on mental well-being.
“In the winter, particularly if you’re not somebody that enjoys being outdoors, you’re looking at other things that you can do just to get outside for a little bit,” says Wiskel, noting that each expert even surprised her with the information they have. “I’m just as excited as everybody else is to talk to them.”
Connecting with other local businesses is one of the key reasons Wiskel wanted to offer the event as a collaborative experience.
“My clients have lived in Peterborough a really long time and aren’t necessarily aware of the newer businesses and what’s emerging,” says Wiskel. “We have a lot of knowledge because everybody that owns a business is an expert in that business and that topic. This is a way to get people exposed to all the knowledge that’s here for them to learn.”
The events will be a completely casual and “low stakes,” according to Wiskel. Each of the participating businesses will have handouts with additional information for visitors to take home. There will even be a draw at the end of each event day to give visitors the chance to win prizes from the participating businesses.
Wiskel is also hopeful that hosting in-person events will encourage consumers to return to in-person shopping and will help establish connections between customers and businesses.
“When you read about innovation in retail it’s all about technology, but that’s not a way to connect one-on-one,” she says. “It’s a big part that’s missing from the retail experience with shopping online — you miss out on that connection, and this is just a way to bring people into the store to meet.”
That’s why Dan Joyce Clothing will host events each month, with future topics including how to prepare your patio for the spring (coming up in March), finding your good angles when taking photos, travel, and home office design.
“It’s about fostering a place where you can have a connection but you’re learning too,” Wiskel says. “One of the biggest values of having a brick-and-mortar is that connection and I feel it’s important to nurture that.”
For future event dates, follow Dan Joyce Clothing on Instagram and Facebook.
