London Inc. Spring 2021 - 31

PANDEMIC
BE DAMNED

With so many uncertainties today,
expanding your company's brickand-mortar footprint right now
might seem genuinely bizarre.
Veronica Hosszu disagrees
by NICOLE LAIDLER

AFTER 52 YEARS in the event wear business, Elizabeth Noel
(www.elizabethnoel.com) wasn't going to let a little thing like
the global pandemic slow them down. While many other clothing stores turned their focus to online sales, London's premier
gown shop doubled its brick-and-mortar presence by moving to
a new location - smack in the heart of Dundas Place.
" At ﬁrst we were looking at suburban areas, because everyone always moans about parking, " says Elizabeth Noel owner,
Veronica Hosszu, who began working at the boutique in 1987
before taking the reins in 1992.
Then realtor Eavan Travers showed Hosszu a space previously occupied by The Honest Lawyer. With Petrov Bridal
Boutique and Garber's Bridal just down the road, Hosszu
decided Elizabeth Noel had found its new home.
It took a clear vision and an extensive renovation to transform the former bar into an upscale gown shop. Today, the
6,400-square-foot-space boasts an exposed brick wall and
high ceilings that hearken back to Elizabeth Noel's ﬁrst home
on Richmond Row.
" I love that vintage, shabby-chic aesthetic, " says Hosszu, who
describes the boutique's open-concept design as a " blank canvas " where her impressive collection of glittering gowns can
take centre stage. A comfortable sitting area and 11 spacious
dressing rooms - featuring full doors in a nod to Covid-19 protocols - are tucked away in a private area at the rear.

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Elizabeth Noel owner, Veronica Hosszu
SPRING 2021 | londonincmagazine.ca | 31

https://www.partnerit.ca/ http://www.elizabethnoel.com http://www.partnerit.ca http://www.londonincmagazine.ca

London Inc. Spring 2021

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