Blubird Alberni

New age.

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There comes a time in every girl’s life when she starts to notice herself growing up. It’s her appearance, yes, but also her choices, her preferences, her attitude.

Blubird, the beloved young Vancouver women’s boutique, has begun its own maturation. Celebrating 10 years, the store—part of Vestis Fashion Group—launched a rebrand and a new location in honour of its coming-of-age.

Previously targeted towards 19 to 25-year-olds, Blubird has refocused its efforts on its growing audience of 25 to 40-year-olds (which of course is not to say that those older or younger would not find fantastic and suitable pieces here, too). “The rebrand was a way for us to showcase and complement our new style,” says Blubird buyer Harriet Guadagnuolo, addressing a small group during an intimate preview lunch at Botanist. “We have older customers now. We’re making it more sophisticated.”

That means the store’s baby-bird blue has been replaced by a breezy blushing pink; on top of that, Blubird has moved its downtown boutique (there is also a location inside Oakridge mall) further along Alberni Street, and is now located next to the Shangri-La.

The space is tasteful while remaining youthful, with plenty of plush seating scattered amidst the racks of clothing that border the curved edges. Find known favourites like A.L.C., Canada Goose, Rebecca Taylor, and Red Valentino, plus more niche yet beautiful labels including Frame Denim, Tempo Italy, and Roberto Collina. In addition, the store has a selection of shoes, bags, jewellery, sunglasses, and scented candles; in the dressing rooms, words like “Inspire” are depicted in neon signs (perfect for that new outfit selfie), and light-up flamingos are available for purchase. After all, the Blubird girl may have grown up—but she still knows how to have fun.


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June 21, 2018