Just as fashion trends are ever-changing, Peterborough entrepreneur and style guru Nancy Wiskel knows all too well how a business and its customers can evolve.
That’s why, alongside a move to a new location, she has re-branded her women’s clothing business with a new name that reflects that it’s about so much more than clothing — it’s about the women who wear it.
At a grand opening on Saturday (October 5), Wiskel will officially launch her new store DJC Modern Apparel at 1525 Chemong Road.
“My focus is all on helping women find their own unique style, and making women feel confident in what they want to wear,” says Wiskel. “DJC Modern Apparel has a genuine desire to make a difference in people’s lives and in doing so, has fostered an environment where women find support, community, and clothing that make them look and feel great.”
When Wiskel purchased Dan Joyce Classic Clothing in downtown Peterborough in 2019, she understood the pressure and responsibility that came with taking the reins of a long-established business.
“I knew I was taking over a 40-year business that had built up a lot of trust and was known as a legacy business in Peterborough,” she says. “I knew I could honour that legacy but still bring my own strengths right to the forefront and help evolve the shop.”
With the arrival of the pandemic a year later, Wiskel says she spent all her time and effort keeping the business afloat and didn’t have the chance to look at what she wanted it to be in the future.
“Now that we’re out of the pandemic, the whole marketplace has changed and the way women relate to clothing now is a little bit different,” she says. “With my own evolution as a business owner, I now really have that focus on what I want the next stage of the business to be.”
The rebrand of Dan Joyce Classic Clothing to DJC Modern Apparel is happening in tandem with the store’s move to 1525 Chemong Road, where it will share the building with outdoor furniture retailer Shop the Lake. The move from the “beautiful, older” building at 87 Hunter Street West to the “brighter, more modern” building is aligned with Wiskel’s vision for the business and the changes she has seen in women’s clothing.
The new brand logo sports a minimalistic design with the three letters “DJC” printed in thin font with a dark circle around the words “Modern Apparel.” The thin and neutral-coloured lettering make for a sophisticated, elegant, and simple look — not unlike the styles you might find at DJC Modern Apparel when shopping for pieces to round out your wardrobe.
“When I use DJC, it still respects the legacy of Dan Joyce Clothing but in a more modern way, while the Modern Apparel very much reflects the direction that we’re going into with our offerings,” says Wiskel, also noting how the ‘J’ in the logo is stylized to look like a pocket. “The pocket in the logo represents that, when you come to our store, it’s like having a stylist in your pocket.”
With lots of easily accessible free parking and with the showroom located on a single floor, DJC Modern Apparel’s new location also offers a more accessible shopping experience. Labels using the circle from the new logo categorize the lines of clothing throughout the store, including the basics, travel clothing, and capsule collections — interchangable clothing items coordinated around a common colour palette that mean you can create a wide variety of outfits with just a small selection of items.
“We can concentrate a little bit more on the whole concept of capsules and putting wardrobe essentials together for women,” Wiskel says. “At our store, women can find curated collection of quality clothing made to last and the expertise to help them find confidence and joy in their choices. Our ethos is that each item should contribute to an integral, cohesive wardrobe where all the pieces work together.”
Despite the rebrand and move, Wiskel’s business continues to do what it has always done: offer high-quality clothing for women while focusing on what matters to the contemporary shopper.
“We’re the antidote to fast fashion,” Wiskel explains. “We’re very much focusing on minimal amounts of clothes in your closet of higher quality and making it cohesive so that everything works together. Although you can see the latest looks in our shop floor, we aren’t just about the latest trends — we’re about helping women express themselves through what they wear.”
Wiskel notes that operating in a shared space with Shop the Lake is a great partnership because of their shared values. In fact, both businesses are finalists in the retail category for the Business Excellence Awards from the Peterborough and the Kawarthas Chamber of Commerce.
“You’re going to get an elevated experience regardless of whose store you’re in so that was really important to both of us,” Wiskel says. “It’s quite exciting to be able to collaborate with another business who have a similar demographic, so I think we’re going to have a lot of fun too with collaborations going forward.”
“I’m also super excited to be able to take more lifestyle photography with the inventory that they have,” she jokes, referring to the modelling she does herself to show off the clothing available at her business.
Before introducing new lines and brands at DJC Modern Apparel, Wiskel is going to evaluate who shops in the new store, the types of clothing they’re seeking out, and whether DJC Modern Apparel will tap into some of Shop The Lake’s cottager demographic. For now, she says, nothing is changing.
“I’ve stayed tried and true to what I know my existing clientele is going to like,” she says. “But I’m going to see who comes in and then I can start to bring in some different lines based on what I’m seeing. My hope is that we are going to see some change while still being able to serve our existing clientele who have been very loyal.”
If there’s not enough to look forward to, DJC Modern Apparel will soon be launching a “wearhouse” group on Facebook of sale and bargain items. Online shoppers will be able to place holds on items and pick them up in store.
“It’s another way that people can reach us,” Wiskel says. “Follow along there and you’ll get some really good deals.”
While DJC Modern Apparel is now open at its new location, Wiskel is hosting a grand opening celebration from 10 a.m. to 4 p.m. on Saturday (October 5). The day will include Oldies 96.7 broadcasting live on location, complimentary refreshments and bites for shoppers, draw prizes, and goodie bags.
“I’ve been really pleasantly surprised with the amount of enthusiasm the customers have shown for this move,” Wiskel says. “It wasn’t an easy decision to make. Always at the back of my mind is whether customers would appreciate the move and whether they would come with me, but the response has been very, very supportive.”
For more information about DJC Modern Apparel and to shop online, visit www.djclothing.ca. You can also follow DJC Modern Apparel on Instagram and Facebook.
This branded editorial was created in partnership with DJC Modern Apparel. If your business or organization is interested in a branded editorial, contact us.
