A story of passion
Entrepreneurship as a legacy
Written by Place de la Cité | February 15, 2021
In this series, our contributor Julie Blondin goes out to meet the entrepreneurs who make up the soul of Place de la Cité. Between laughter and confidences, they open up to share their story and that of their business with us. We invite you to dive into their world too, one conversation at a time.
The short story of an entrepreneur born
Sparkling and cheerful, Dominique tells us about her career as an entrepreneur and how she has gravitated from a young age towards the company she now owns.
How was your company founded?
“My mother founded the Virage Mode boutique in Thetford Mines more than 20 years ago and I got the bug when I started working in the shop,” Dominique tells us. And you could say that business acumen was innate in her: “When I was 5 years old, I would sell my mother’s business cards to customers at Carrefour Frontenac for 5 cents,” she tells us with a laugh.
How did you become an entrepreneur?
Born into a family where the taste for entrepreneurship is passed down from one generation to the next, Dominique has been immersed in this world from a very young age. “It quickly became very clear that my place was in the shop. I thought to myself, this is really what I want to do in life, I really love it!” Being self-employed and running his own business has always been one of his dearest dreams. Although some underestimate his expertise because of his young age, Dominique has mastered his art perfectly: “I’ve been doing this for a long time, I started when I was 13,” she tells us with pride and confidence.
The customer at the heart of daily life
Over time, Dominique has become an expert in both fashion and personalized customer service. For her, serving her customers like queens is second nature.
What makes you stand out?
“Without a doubt, it’s the ultra-personalized service we offer our customers. We don’t just sell a sweater: we create entire looks. The customer is really at the center of our priorities.” Indeed, Dominique is proud to be able to say that at Virage Mode, “a customer who enters the shop is fully taken care of”. The passionate entrepreneur confides that her philosophy is not simply to sell clothes, it is to create outfits that reflect the unique style of each customer. And that’s what keeps her customers coming back, again and again!
What is it that still keeps you so passionate?
“What I like most about my job is really the contact with the customer.” She enthusiastically tells us that her greatest pleasure is helping them regain their self-confidence through her fashion advice. “When I see my clients looking at themselves in the mirror and thinking they look beautiful in the looks I’ve created for them, I love it. It’s very rewarding!” she tells us, sincerely and touched.
Progress and aim high
If running a shop is not easy, Dominique has overcome the challenges with grace and determination to get where she is today.
What is the biggest challenge you have faced?
She confides that her age sometimes leads to prejudice and assumptions. “I often have to prove myself more than if I were 40.” Being young despite her great experience, Dominique explains that she is sometimes taken less seriously and that she sometimes has to work harder to be heard. But the bubbly entrepreneur is not discouraged!
What advice would you give to future entrepreneurs?
In a serious tone, she advises any future entrepreneur not to be afraid to go for it: “You’re going to be told no, but you have to keep going anyway.” Among the lessons she has learned along the way, she mentions that you should never take what you have for granted: “You have to be proactive and always come up with new ideas.” In her case, we can say that it has been a success!
What can we wish you for the future?
The well-deserved success of Dominique and Virage Mode does not stop there. “In the future, we are aiming to open 4 to 5 shops, and we hope to have a clientele as loyal as the one at Place de la Cité!” Dominique, we wish you all the best!
