Best Store Canada : Bellie Beth Where comfort meets confidence

In 2023 they doubled their floor space and number of dressing rooms to better serve their constantly growing customer base. In a bright and elegant environment customers can feel pampered but still at home while they shop. Across the industry, owner Winona Collier and her team are known for top level professionalism, excellent assortment, great dedication to inclusivity and a commitment to celebrating diversity.


Can you tell us about your product range?  
We provide a wide variety of sizes and styles that prioritize comfort, proper fit, and body positivity. We’re mindful of offering quality products at a fair price point, making high-quality intimate wear accessible to a broad range of customers.


What is your price range?
Bras are typically priced between $80 and $120, depending on the brand and style. Sleepwear and lingerie are similarly priced, offering affordable yet high-quality options.


What major advertising and marketing strategies do you use?
Our marketing strategies have evolved over time, with a focus on social media platforms where we engage our customers with new arrivals, promotions, and body-positive messaging. We hold regular in-store events and collaborate with local influencers and photographers. Word of mouth has been our best form of advertising, we’ve seen that personal recommendations bring in many new clients.


What do you feel is/are your greatest accomplishment/s?
Winning the Best Store in Canada award is definitely one of them, ss well as growing our staff from a one-woman operation to a team of 10! We’re so proud of fostering strong relationships with our community and creating a workplace where our team feels valued and excited to come to work.


As Best Store Canada what is your greatest responsibility?
To maintain the high level of customer service and product quality that earned us the award as well as to continue promoting body positivity and inclusivity. Also, as a recipient of much needed and much appreciated industry support since starting out, I feel supporting newcomers is essential, as so many have helped me along the way. It’s incredibly rewarding to see others grow and succeed.

What would you advise anyone opening a store not to do?
Don't overlook the importance of location. Choosing a location based solely on cost or convenience rather than customer accessibility and foot traffic will lead to lower sales and less visibility. Prioritize a location where your target customers naturally spend time. Also, don't put off building a community presence. Hosting events, collaborating with other businesses, or joining local organizations can help grow your customer base.

Where do you keep the prize? 
The award is proudly displayed on a shelf in our boutique where both staff and customers can see it. It serves as a reminder of the hard work and dedication that went into achieving this recognition. 

How did you leverage the prize to promote your business?  
We used it to promote our store on social media and through in-store promotions. It’s been a fantastic way to engage our customers, both new and old, and has helped elevate our brand profile locally and nationally. It also added excitement to our sixth-anniversary event.

What does the Awards event mean to you and what is the award’s significance?
The Best of Intima Awards event is a huge honor as it recognizes excellence in the industry I love and have poured my heart into. This award validates the hard work and passion I've put into my business and confirms that we’re making a positive impact on our community