Since opening in 2008, Jonathan+Olivia has helped make Ossington Avenue the hotspot it is today for Toronto’s most fashionable trendsetters. Owned by husband and wife team Nic Jones and Jackie O’Brien, the boutique is a go-to source for statement-making pieces and cutting-edge fashions. The dynamic duo not only pioneer when it comes to the city’s style scene, they’re trailbrazers when it comes to giving back as well. Once again this year, Jones and O’Brien are putting on ‘THIS IS WEST QUEEN WEST – S.O.S!’ (South Ossington Strip), part 2 of a clothing drive in aid of CAMH. From now until Sunday, April 20th at 6pm, the couple is asking shoppers and neighbours alike to bring just one item of clothing from their own closets to their store, which will then be given to patients of CAMH (Centre for Addiction and Mental Health) as part of the Suits Me Fine boutique program. Jones and O’Brien are also hosting a private party/clothing drive tonight at the boutique starting at 7pm, with special co-hosts like Jeremy Laing and Brendan Canning. We caught up with Nic Jones to find out more…
What makes the Suits Me Fine Boutique program so special and how/why did you get involved?
This is our second year doing the drive and it is a fantastic way to connect with our community. We were approached by Donna Slaight of the CAMH Foundation to make a direct donation of clothing. After mulling it over for a few days we came up with the idea of the clothing drive. After a few more days, we thought of asking friends to join in to create a bigger impact.
What drew you to Suits Me Fine as a charity in particular?
We have done projects for Sick Kids but this really is in our neighbourhood. We see the CAMH patients every day, so it’s great to be able to help and potentially see the difference.
What can we expect from the ‘THIS IS WEST QUEEN WEST – S.O.S!’ event at Jonathan+Olivia?
We hope that the event is as well supported as it was last year. We are thrilled our friends are coming out again to help co-host, including fashion designers Jeremy Laing and Frank Griggs, Fresh‘s Ruth Tal, Brendan Canning of Broken Social Scene fame, artist Derrick Hodgson, interior designer and gallerist Alison Milne, fashion designers Heidi Sopinka and Claudia Dey, nightlife impresarios Richard Lambert and Jesse Girard, photographer Norman Wong, chefs Teo Paul and Chris Mathias from Union/Cote de Boeuf, and the Members Only DJs Adam Beck and Paul Johnston.
When it comes to running a cutting edge fashion boutique, what would you say are the biggest challenges and best rewards about what you do?
No. 1 is being able to marry what people want to buy with our own vision and personal tastes. There are lines we want to introduce but we have to make sure that it’s the right time and that people are open to them and that we’re not too far ahead of the game. It’s all about balance: having the lines that our clientele love and know but also pushing them with new collections we hope they’ll love. No. 2 is maintaining standards, and making sure that we keep on offering great customer service. The best rewards? Seeing a customer walk out of the changing room and feeling like a million dollars.
What are three things you can’t live without?
My wife Jackie, my little boy Phoenix, and L’Equipe newspaper.
Finish this sentence: I love Toronto because…
…it’s home now.
Let’s get social for a mo’. How can people stay up-to-date with your busy life?
My personal Facebook is where I post pictures of me/life and our boy Phoenix. It’s easy for friends and family back in Europe to stay up to date. For the store, we use Facebook, Instagram and Twitter for updates to promote our brands and to share things we love, and #localglobal is our hashtag. It encompasses our philosophy of very much being a local shop, connected to our community, but with an eye for global culture, trends, and obviously fashion. We have curated a fantastic range of international brands. We also have our J+O blog and jonathanandolivia.com.