A Story of Steps 

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. . . to inspire a new retail. To offer a new experience that pushes us away from the mindless consumption of  things that have no positive effect on people’s lives, and indeed wouldn’t matter if it didn’t exist." - Lynn Armstrong, 2016

 

In February 2016, Lynn walked in to the shoe business with a business plan to reinvent a beloved but beleaguered shoppe, Zoe's Boutique, in Regina's downtown Old City Hall Mall.  With her daughter Sara, and her husband, Merv, the shop was transformed, rebranded to ZOE, a revitalized with high quality products and introduced just 2 months later in March.  The business plan was built on the projected growth of the downtown area (according to the City of Regina and other municipal leaders), the anticipated growth of the online market place, supported by an integrated social media online platform that was implemented in 2017 to compliment the personal shopping and retail experience that Armstrong created.   Over the next 9 years, the company would survive COVID19, which changed the way people walk, live, work and shop, the dismantling of the downtown dream and a four relocations (each one designed by Lynn and built by her husband Merv without compromise).  February 2026 is the 10th anniversary since Lynn's entrepreneurial shoe story began, and has persevered as a testament to her leadership skills and abilities.  

Highlights 

• Redesign and realignment of the ZÖE Brand in 2016

• Integration with online retail using the Shopify platform in 2017

• Social Media / Marketing Integration 

• Brand Management 

• Business Model Development