A passion for fashion

A passion for fashion

Three decades in business for Barbara Hubbard

  • Dec. 30, 2019 7:30 a.m.

– Story by Tess Van Straaten Photographs by Don Denton

Fashionista and entrepreneur Barbara Hubbard can’t believe she’s been in business for more than three decades.

“It actually feels quite wonderful and I don’t know where the time has gone,” says the owner of Baden-Baden Boutique and Barbara’s Boutique. “It certainly doesn’t feel like 35 years, but I went in with a very positive attitude that this will be it, I’m loving it and I will have this cute little boutique — and the cute little boutique really grew!”

After raising two daughters and managing her former husband’s law firm for a decade, Barbara found herself out of work when he was appointed a judge. She says it was a pivotal moment in her life.

“I had to really think about what I wanted to do,” Barbara explains. “I took a variety of courses. I did a securities course because I thought maybe I wanted to be a financial broker, but I realized it wasn’t for me because I couldn’t see myself selling something that I can’t completely know or touch or see.”

With a passion for fashion, good connections to the German fashion scene and encouragement from friends overseas, Barbara decided to open her first store in 1984 — Baden-Baden Boutique on Fort Street — and she hasn’t looked back.

“I jumped into the clothing business with no real experience in it and I learned fast,” the 76-year-old says. “We all need to dress, we can’t run away from it, so we might as well have fun and do it well.”

After success in downtown Victoria, Barbara decided to expand the business and she opened a store on Vancouver’s South Granville Street with two partners. But she says it was probably her biggest mistake.

“It was a holy nightmare and it was just asking for chaos,” Barbara says of the partnership with a man in Europe and another in Canada. “One piece of advice would be to do what you have in mind by yourself so you’re not dependent on somebody else.”

The store closed after a couple of years and it was a tough lesson, but Barbara says she still has customers coming over from Vancouver to shop because of that store.

Learning from the setback, the next expansion was to Sidney, where Barbara opened a second Baden-Baden outlet and then purchased property on Beacon Avenue for the store.

“I was the first one in the fashion industry to come to Sidney and it’s astonishing how many people have followed me,” she says. “It’s quite a fashion promenade now.”

The expansion continued with Barbara’s Boutique and a shoe store, but the retail dynamo had to make some tough decisions a few years ago. She closed the shoe store to focus on clothing, and she also decided to shut her downtown store in order to focus on the Sidney locations.

“I decided I really wanted to make my life smaller,” she says. “I had the clothing store on Fort Street for 27 years and it was very hard to close it after so many years, but I’m grateful I did because I’m so happy to be out of downtown.”

Barbara says parking was a major issue downtown and a deterrent for many customers. She admits not everyone is happy about making the trek to Sidney, but she says parking is easy and it’s becoming a popular destination for afternoon or all-day outings.

“I say, bring out your survival gear and come out to Sidney and have a nice lunch and do your shopping on Beacon Avenue.”

Barbara says she’s learned a lot about customer service over the years and how to keep staff happy. Many have been with her a long time and she believes they’re a big part of her long-term success.

“Without a happy group of employees we would not have lasted as long,” she says. “It takes a whole group of people to do it, and my best advice is don’t make the business completely dependent on you because you’ll get burnt out and won’t be able to operate long.”

Aside from closing stores, Barbara says, she hasn’t really faced any major challenges. But when it comes to tough decisions, she has another piece of good advice.

“My theory is I don’t make decisions today,” Barbara explains.

“I always make sure I have a night to think about it before I do it and usually the next day the decision is much easier and the problem isn’t as big.”

Barbara still travels to Europe twice a year to visit showrooms and select items from the various collections for her stores. It’s a creative part of the job she loves, but it also comes with its challenges.

“The big challenge is always to choose the right merchandise for the people that you’re serving — that is the forever lasting challenge,” she says. “When I’m over in Europe and I see all these wonderful collections, I have to think, what’s right for Sidney? What’s right for the island? What’s right for the west coast? And that is always a challenge.”

But it’s a challenge this septuagenarian doesn’t plan to relinquish anytime soon.

“I intend to carry on for quite a while still,” Barbara laughs. “I have no retirement plans because I love it. Why would I give it up?”

Story courtesy of Boulevard Magazine, a Black Press Media publication

Like Boulevard Magazine on Facebook and follow them on Instagram

FashionLifestyle

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Peachland resident and cleanup volunteer Lloyd Stinson Sotas holds up a discarded TV riddled with bullet holes. (Aaron Hemens/Capital News)
PHOTOS: Peachland residents clean up community watershed

More than 70 people gave back to Mother Earth by assisting with the cleanup

Steven Brown is running for Penticton city council in the June by-election. (Contributed)
Penticton race director throws hat into city council ring

Steven Brown will run with a focus on small business

Penticton Vees celebrate a goal in their second win to start their season on Saturday night at the SOEC. (Brennan Phillips - Western News)
Penticton Vees head into final weekend tied for first in league

The Vees have two games to take the top spot

Coronavirus 3D illustration. (CDC photo)
Two Summerland businesses closed due to COVID-19

The businesses are listed on the Interior Health website

Memorials have been set up to honour those who died during the Second World War. (Pixabay.com)
COLUMN: It’s time to stop making comparisons to Hitler

The deadliest, most destructive war in human history should not become a metaphor

(The Canadian Press)
Trudeau won’t say whether Canada supports patent waiver for COVID-19 vaccines

‘Canada is at the table to help find a solution’

Edmonton Oilers’ Connor McDavid (97) celebrates his 100th point this season with Leon Draisaitl (29) against the Vancouver Canucks during second period NHL action in Edmonton on Saturday, May 8, 2021.THE CANADIAN PRESS/Jason Franson
Edmonton superstar McDavid hits 100-point mark as Oilers edge Canucks 4-3

NHL scoring leader needs just 53 games to reach century mark

City of Vernon Coun. Dalvir Nahal proposed two blocks of Main Street be closed to bolster recovery for downtown businesses amid the COVID-19 pandemic. (Caitlin Clow - Vernon Morning Star)
Vernon’s ‘support local’ Main Street closure would cost city $24K, staff say

Bylaw costs, loss of parking revenue and equipment logistics behind price tag

Five properties have been added to the Lake Country fire protection zone, after council moved to expand the local service area Tuesday, May 4, 2021. (Google Maps)
Lake Country expands fire protection zone, covering 5 exposed properties

The properties petitioned to join the local service area after being left out ‘for reasons unknown’

VSAR’s Air Rescue One unit assisted in a rescue in West Kelowna May 3, 2021. (VSAR screenshot)
VIDEO: VSAR’s Air Rescue One team assists in West Kelowna Rescue

The Vernon Search and Rescue helicopter team pulled off a successful rescue Monday

Officials are surveying the streets of Vernon to get a better sense of the issue of homelessness in the city, as part of the province’s point-in-time homeless count for 2021. (Brendan Shykora - Morning Star)
Province conducts homeless count in Vernon

It’s the first time Vernon has been included in the provincial homeless count

A map showing where the most number of cases were recorded from April 23 to 29. This map, revealing a breakdown of infections by neighborhood, was pulled from a data package leaked to the Vancouver Sun last week (and independently verified).
36 Abbotsford schools flagged for COVID-19 exposures in the last 2 weeks, shattering record

Clearbrook Elementary recorded an ‘exposure’ on all 11 school days

A proposed development would see two four-storey affordable housing complexes erected on Adair Street in Armstrong, next to the Nor-Val Arena. (Google Maps)
Local tenants to be prioritized for Armstrong affordable housing project

Staff have drafted an expression of interest to find a developer to move forward with on the project

Most Read