"Be your own daddy and make your own sugar"

Hi all, Lynn here. I'm sitting in my office putting the final touches on something I've been working toward for years—our biggest sale event yet. And I'm hoping this message reaches you, because in this digital world, it's easy to wonder if anyone is really out there listening.

A decade ago, I walked into the shoe business admittedly not knowing much. But like most entrepreneurs, we learn as we go. We stumble. We pick ourselves up. We try again. The hallmark of entrepreneurship is this stubborn belief in what's possible—faith in tomorrow, trust in people, and conviction that what we're building matters.

I started this journey with a simple vision: a curated space for exceptional shoes and objects. ZÖE has always been rooted in discovery. From day one, I've carried designers like Nadya Toto from Montreal—visionaries whose work resonates with the way I see fashion. That relationship, built on shared values and genuine connection, shaped everything that followed.

Over the past 10 years, ZÖE has evolved alongside the world around us. We launched our online store in 2017 and shifted how we connect with customers—from in-person moments to personalized experiences that transcend location. What hasn't changed is how I approach each customer. I remember the day you walked in. I remember what we talked about. I remember what you chose. That relationship is everything to me.

The journey hasn't been linear. My first four years were devoted entirely to the shop. In 2020, my consulting practice took me to Manitoba, where I worked from Regina. Through it all—five locations, a pandemic, the move away from in-person retail—my customers from near and far stayed with me. You showed up. You believed in what we were building.

Now we're at a crossroads. This sale isn't just about clearing inventory—it's about determining our next chapter. Will we maintain a brick-and-mortar space alongside our online presence, or do we evolve into a fully digital experience?

My journalism professor once told me: follow the money to find the story. As entrepreneurs, that's what we do. We listen to what the market tells us, and we let it guide our dreams forward.

Thank you for your relentless support through every chapter of this decade. You've made this dream possible.

Dream on,
Lynn