STAFF SPOTLIGHT: JESSIE

How long have you been at Danali?

Technically since the day I was born - I grew up in my dad’s shop, playing bingo and eating treats in the back. It took me until I graduated from University, with a B.A. in a completely unrelated field, to realize this business was something I wanted to be an part of. I began working part-time at Danali in November of 2010 and haven't looked back since.

Favourite thing about owning Danali and why?

Honestly, so many things. Danali is more than just a shop - it’s a feeling, an experience that people recognize from the moment they walk in. But truly, I love that sense of community.

The relationships we've built with both staff and clients, and the impact we've had locally, are so rewarding. It’s amazing to see how our style resonates with people and how that translates into what we sell, creating this incredible bond inside and outside the store. For me, that’s what truly makes Danali special.

Favourite thing about working in fashion?

It's ever-changing. Being in an environment that allows people to feel and look their best. It’s really cool to be part of the process of transforming people’s style, as well as my own. From a buying perspective, I love seeing how clients react months later to collections we've picked – that's such a great feeling.

What are your main responsibilities at Danali?

Honestly, it’s a bit of everything—overseeing the team, handling day-to-day tasks, planning events, implementing new structures, and always finding ways to keep the business moving forward. Buying, which includes the fun travel part, but also involves inputting orders after buying trips, which I’m doing right now. 

What is like working with your dad?

Danali is my dad’s dream come true, and knowing that he created this place, where I now work alongside him to expand his vision for the future, means the world to me. As we move forward together, I appreciate the trust and care we have for each other, it makes all the difference. 

Challenges working with family?

I’d say finding time to separate work from personal life has been challenging. It’s something we’re trying to prioritize this year—taking more time away from the store, going for lunch, and just catching up on non-work related things. It’s easy to be consumed by work all the time since it’s such a big part of what we both do and think about, but we’re working on balancing it better.

Favourite local businesses in Winnipeg?

It's truly hard to narrow it down when you love so many. What's standing our lately is all the community pop-up events and makers markets. There are so many amazing creatives in our city and I'm proud to be a part of that. I'm excited for a couple new ones opening soon. Shout out Black Market Provisions – it’s such a great store. I’ve also been going to Thom Bargen’s new spot in Tuxedo regularly for coffee. A few favourite places to go out to eat/drink would be Nonsuch, Yujiro, Sous Sol, and Passero. I love picking up flowers from Oak and Lily and grocery shopping at De Lucas or Vic’s Supermarket. 

How do you unwind after work?

Going for walks outside (weather permitting) or hitting the gym to clear my head from the day. I love trying new recipes in the evening with JP, and ending the night with my very thorough skin care routine. 

What 2025 collections are you most excited about?

I’m really excited to bring Corridor into the store for spring. It’s a men’s brand, but many of the pieces can easily be worn unisex. For women’s, we have some great denim right now, and I’m loving the new styles from Agolde, Frame, Citizens of Humanity and AG. It’s a strong mix for the season, and I’m really excited about it!

Biggest accomplishment since starting at Danali?

Starting the online store a few years ago has been one of my biggest accomplishments yet. Before the pandemic, we hadn’t planned on ever doing it, but I’m glad we took the leap. I think all of us are.

Another big move this year was launching AD—After Danali, a consignment shop I started with my partner. Working here for many years now, I've seen how we (myself included) accumulate a lot of clothes that either no longer fit or aren't our style anymore, so I wanted to offer a solution that gives those pieces a second life.

AD lets Danali clients bring in clean and wearable pieces on consignment in exchange for store credit or cash, which we then resell. It keeps clothing out of landfills and offers a more sustainable option to buy at a reduced price.

Favourite music artist at the moment?

It's crazy to say but I don't play much music anymore because whatever my partner puts on is always great - so I just give him the aux. I like to start and end my day with a podcast related to what I'm doing at work. So whether it's about leadership, marketing or goal setting, I've been really enjoying getting into those.

Brand that resonates with your overall personal brand and style?

I can't pick just one brand—it’s like asking me to choose my favourite child! I've been personally wearing AGOLDE or Citizens for denim and casual tops, and I’m a huge fan of Ganni for some of their pieces, though some are a bit too cute for me. I also really like what InWear has been doing lately. I love different pieces from each brand we carry, and it really depends on my mood or what I need at the time.

What fun projects are you currently working on?

There are some interior projects that are in the works, like giving our Nudie Jeans shop-in-shop a little facelift. I’m also working to get a darning machine in-store for on-site repairs, which will then make us part of Nudie’s "free repairs forever" program. It’s still in the early stages, so I don’t want to say too much, but excited to hopefully share more soon. 

I’m also planning a pop-up with a well-known shoe brand that isn’t available anywhere else in Winnipeg. We’re planning something for the spring, either at Danali or in collaboration with AD. We’re thinking of creating more of a market atmosphere with local vendors and vintage sellers—something fun like that.

Something you've learned about yourself since stepping up as part owner?

When I set my mind to something, I can accomplish it. There are obstacles of course, but I’ve been able to work through them. I’m someone who will figure things out on my own, but I’ve also learned the importance of delegation and relying on the team when needed. I’ve also learned that communication is incredibly important, not just for me but for the whole team.