By Brianna Caticchio
After 26 years in corporate fashion, Helen left her demanding role in fashion buying to launch Flirt, a European-style fashion boutique in the heart of West Island’s Pointe-Claire village.
The reason? Having worked in many executive roles for brands like Sears and American Eagle, Helen’s decision to leave the corporate world stemmed from a heartfelt moment when her daughter shared that she wished they could spend more time together as a family. That moment marked the start of a new chapter for Helen—one focused on personal connections and a curated shopping experience for her community.
“Giving up a good career for the unknown world of entrepreneurship was a difficult decision, but for me, prioritizing family over work was more important,” Helen says.
Flirt opened its doors on September 11, 2001—a day that marked a profound change for Helen and the world alike. “Everything changed that day - for business, travel, connections and more.
“Opening a boutique was always part of my retirement plan, but
with the uncertainty in the world, I realized I needed to focus on what mattered most—staying close to my family here in the West Island” Helen shared.
Her goal was to combine her passion for high-end European style with an intimate, client-focused approach.
"When I opened, I wasn’t sure how it would be accepted,” she says, “but my clients led me to where I am today.”
Helen’s business model is based on the relationships she builds with her clients and the unique clothing items she offers. With her one-on-one styling sessions and carefully selected pieces, Helen has built a loyal customer base that values her expertise. Today, 90% of her business comes from repeat clients who appreciate the quality and personal touch she provides. Clients book appointments and often travel from outside the area to purchase exclusive clothing, jewelry and accessories.
“I recently had 2 customers visit my store, referred from a long-time customer. They traveled to Flirt all the way from Vail, Colorado. It was a memorable experience because I got to work closely with the customers and help them pick out exactly what they wanted” Helen says.
Providing a personal experience with customers is what makes shopping at Flirt such a memorable experience.
The boutique's name, “Flirt,” is a playful nod to her lifelong love for fashion. “I always felt that you need to love what you are wearing. You are flirting with the clothes”.
Flirt’s brand is built on quality investment pieces that you cannot find anywhere.
Starting her own business brought challenges. In corporate life, Helen always had a team for support, but now Helen makes all the decisions for her business. Finding skilled, reliable employees proved to be a challenge as well, and she quickly learned that the wrong hire could impact the store’s image and customer experience. Today, she employs one team member. While she’d love to expand, her approach to hiring is intentional, favoring word-of-mouth recommendations to ensure a team that aligns with her values and dedication to service.
Community support has also been key to Flirt’s success. Helen participates in local charity events and relies on word-of-mouth referrals rather than traditional advertising. In return, her clients receive a personalized shopping experience, a true reflection of Helen’s dedication to her clients and West Island community.
Looking ahead, her vision for the boutique remains simple but meaningful. She plans to continue serving her core clientele while evolving the products and service of her store. “Embracing change, being adaptable and open to new ideas is the secret to fulfilling business and family life” Helen added.
For this fashion expert, passion and family have converged in her store. Although her retirement plan may have come earlier than expected, she has never looked back, grateful for the balance she has achieved and the relationships she has built along the way.
Contact Flirt to make an appointment https://www.flirtboutiquemontreal.com/contact
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