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

FashionLifestyle

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

Just Posted

The Primary Urgent Care Centre on Martin Street officially opened on March 31, 2021. (Brennan Phillips)
Okanagan-Similkameen Regional Hospital District reverses funding decision on care centre

Approval now granted to fund $1 million for Urgent and Primary Care Centre in Penticton

Pharmacist Barbara Violo arranges all the empty vials of the Oxford-AstraZeneca COVID-19 vaccines that she has provided to customers at the Junction Chemist which is an independent pharmacy during the COVID-19 pandemic in Toronto, on Monday, April 19, 2021. THE CANADIAN PRESS/Nathan Denette
B.C.’s 1st vaccine-induced blood clot case detected in Interior Health

Interior Health also recorded 52 new cases of COVID-19

Motorists breaking travel rules can be fined $230 for failing to follow instructions or $575 if the reason for travel violates the essential travel health order, at this Highway 3 check area near Manning Park. Photo RCMP
RCMP begin checking drivers on BC highways

Four check points are set up Thursday May 6 around the province

Similkameen Elementary Secondary School (google maps)
More potential exposures dates added to Keremeos school by Interior Health

The entire school week from April 26 to 30 now had a potential exposure

A new video from South Okanagan Immigrant and Community Services (SOICS), released May 6 in collaboration with the Okanagan Chambers COVID Response Coalition (#OKWeGotThis), features members of communities across the Okanagan including Oliver, Penticton, Peachland, Kelowna, Vernon, Salmon Arm and Kamloops. (South Okanagan Immigrant and Community Services/Screenshot)
VIDEO: Penticton immigrant service group releases video addressing racism in the Okanagan

Video begins by using real audio from racist incidents in the Okanagan

Protesters attempt to stop clear-cutting of old-growth trees in Fairy Creek near Port Renfrew. (Will O’Connell photo)
VIDEO: Workers, activists clash at site of Vancouver Island logging operation

Forest license holders asking for independent investigation into incident

Starting Tuesday, May 11, B.C. adults born in 1981 and earlier will be able to register for a vaccine dose. (Haley Ritchie/Black Press Media)
BC adults 40+ eligible to book COVID-19 vaccinations next week

Starting Tuesday, people born in 1981 and earlier will be able to schedule their inoculation against the virus

Kelowna City Hall. (Michael Rodriguez - Capital News)
New temporary outdoor shelter in Kelowna opens

The new area on Richter Street and Weddell Place replaces the Baillie Avenue site

Parks Canada and Tla-o-qui-aht Tribal Parks dig the washed up Princess M out from sand along the south shore of the Pacific Rim National Park Reserve. (Nora O’Malley photo)
Rescue attempt costs man his boat off Pacific Rim National Park Reserve

Coast Guard response questioned after volunteer responder’s speedboat capsizes in heavy swells

Al Kowalko shows off the province’s first electric school bus, running kids to three elementary and two secondary schools on the West Shore. (Zoe Ducklow/News Staff)
B.C.’s first electric school bus making the rounds in Victoria suburbs

No emissions, no fuel costs and less maintenance will offset the $750K upfront expense

Road sign on Highway 1 west of Hope warns drivers of COVID-19 essential travel road checks on the highways into the B.C. Interior. (Jessica Peters/Chilliwack Progress)
B.C. residents want travel checks at Alberta border, MLA says

Police road checks in place at highways out of Vancouver area

Victoria police say the photo they circulated of an alleged cat thief was actually a woman taking her own cat to the vet. (Black Press Media File Photo)
Photo of suspected cat thief released by Victoria police actually just woman with her pet

Police learned the she didn’t steal Penelope the cat, and was actually taking her cat to the vet

Most Read