Maguire and local design

The purchase of local design has been growing remarkably in recent years. In fact, 23% of Quebecers say they are willing to pay a little more to support local businesses (CROP, 2018) . An interest and desire to support local artists is gaining popularity. Although this trend was born thanks to the aesthetics it offers and its refined appearance, it generates many benefits. It is estimated that on average 300 million pairs of shoes end up in the trash every year (Chic Ecologist, 2019) . It is becoming essential to review our relationship with our fashion consumption and learn to choose sustainable brands that suit our principles.

So we met Romy Belzile-Maguire, partner of her sister, Myriam Belzile-Maguire. They started their business three years ago now. Each has their own role: Romy Belzile-Maguire focuses more on the marketing side of the company, while Myriam Belzile-Maguire handles the artistic direction. They're already enjoying great success, but it confirms that the entrepreneurial world remains very male-dominated.

The importance of materials
By launching this project, they aim to revolutionize consumers' perception of a product's value. The young entrepreneurs aim to educate buyers by demonstrating all the work that goes into making a shoe. According to them, the purchasing process too often depends solely on financial factors. Thanks to their innovative business model, they have succeeded in offering both quality and an aesthetically pleasing product made from sustainable materials. Indeed, their close relationships with their suppliers located in Italy have been a major lever in growing their business.

"Myriam designs the products and travels to Italy for each new collection. She can spend up to a week there and can wander around the factory as she pleases. This allows her to achieve the quality she wants and also to develop a good relationship with the employees."

Minimizing the number of intermediaries as much as possible is the secret to achieving such a low price for a high-end shoe.

The community
Thanks to their highly effective communications, they have managed to create a community that supports and follows them across all platforms. They remain 100% transparent with their audience. Each price point is analyzed and explained to understand the value of the production stages. They have noted the interest of the Quebec population in encouraging local design. Moreover, the solidarity and loyalty of buyers have been driving forces behind their growth.

Your vision as an entrepreneur
The entrepreneurial sisters moved into their new boutique located at 5365 Boul St-Laurent a few weeks ago. They also travel to set up pop-up stores across Canada. Their greatest achievement: finding manufacturers to work with to create all their collections. Although they have now achieved great notoriety in the Montreal scene, they still face the challenge most entrepreneurs face: financing. Finally, Romy Belzile-Maguire's advice: put your passions to the test; they can become a full-time project!