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

FashionLifeLifestyle

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

Just Posted

Nuxalk Public Health Nurse Sophie Mack is all smiles as she vaccinates her dad, hereditary chief James Mack Sr., with his first dose of the Moderna vaccine (photo submitted)
Cases drop as vaccine continues to roll out in Bella Coola

Seniors at Mountain View Lodge, long-term care residents have all received their vaccine so far

Interior Health has declared the Cariboo Chilcotin a community cluster. (Angie Mindus photo)
Interior Health declares Cariboo Chilcotin region a COVID-19 cluster, 215 cases since Jan. 1

Most cases are related to transmission at social events and gatherings in Williams Lake

A vial of the Moderna COVID-19 vaccine is displayed on Jan. 5, in Salt Lake City, Utah. (Rick Bowmer/AP)
Power outage spoils COVID-19 vaccine at Tl’etinqox

Temperature-sensitive vaccine no longer viable after Jan. 18 event

Nuxalk elder Caroline Mack, 85, receives her first dose of the Moderna vaccine on Jan. 19, at the Nuxalk Hall. (Caitlin Thompson photo)
First vaccines roll out for Nuxalk elders, hospital staff and long-term care residents

The Moderna vaccine arrived in Bella Coola on Sunday, Jan. 17

Businesses continue to struggle under COVID-19 restrictions as the pandemic reaches the one-year mark. (B.C. government)
Another 564 COVID-19 cases, mass vaccine plan coming Friday

15 more deaths, community cluster declared in Williams Lake

A specialized RCMP team is investigating a suspicious trailer, which might have connections to the illicit drug trade, found abandoned outside a Cache Creek motel. (Photo credit: <em>Journal</em> files)
Police probe U-Haul trailer linked to illicit drugs left outside Cache Creek motel

Hazardous materials found inside believed to be consistent with the production of illicit drugs

Premier John Horgan leaves the podium following his first press conference of the year as he comments on various questions from the media in the Press Gallery at B.C. Legislature in Victoria, B.C., on Monday, January 13, 2020. THE CANADIAN PRESS/Chad Hipolito
Interprovincial travel restrictions a no-go, Horgan says after reviewing legal options

The B.C. NDP government sought legal advice as concerns of travel continue

Gem Lake Top, at Big White Ski Resort, seen at Jan. 8. (Big White Ski Resort)
Big White cancels $7.3M in lift tickets, accommodations due to COVID-19 orders

Since November, the ski resort has been forced to make several changes

Darlene Curylo scratched a $3M ticket, BCLC’s largest ever scratch and win prize. (BCLC)
Kelowna woman in shock after winning BCLC’s largest-ever instant-ticket prize

Darlene Curylo couldn’t believe her eyes when she saw the amount of money she’d won from a scratch ticket

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

While each person has different reasons for becoming homeless, a UBCO study shows they learn through their interactions with different services to perform ‘as homeless’ based on the expectations of service providers. (Contributed)
Kelowna homeless forced to ‘perform’ for resources, says UBCO study

One participant in the study said ‘It is about looking homeless, but not too homeless’

Mowi Canada West’s Sheep Pass salmon farm, the company’s final B.C. operation to receive certification from the Aquaculture Steward Council. The Canadian Federation of Agriculture (CFA) is questioning a government decision to phase out salmon farms in the Discovery Islands. (Photo supplied by Mowi Canada West)
Canadian Federation of Agriculture backs B.C. salmon farmers

Letter to prime minister calls for federal “champion” for aquaculture growth

Gov. Gen. Julie Payette takes the royal salute from the Guard of Honour as she makes her way deliver the the throne speech, Wednesday, September 23, 2020 in Ottawa. THE CANADIAN PRESS/Fred Chartrand
Gov. Gen. Julie Payette resigns, apologizes for ‘tensions’ at Rideau Hall

Payette, who is the Queen’s representative in Canada, has been the governor general since 2017

Most Read