Festivals & Events

In Pursuit: From Pedals to Pedestal in Fashion’s Fast Lane

In Pursuit, located in the heart of Saint John, New Brunswick, is not just a boutique; it's a shopping revolution. Starting as the first and only mobile boutique on Canada's East Coast, it has now transformed into a vibrant and trendy permanent storefront at 20 King Street, Uptown Saint John. This transformation tells a tale of adaptation, innovation, and a splash of pink.

Wheels to Walls

From Wheels to a Storefront

Dominique Leger, the visionary behind In Pursuit, started with a unique concept: a mobile boutique housed in a charming pink, polka dot truck that traveled around Saint John, bringing exclusive fashion to various spots in the city. This mobile boutique thrived on intimacy and the unique experiences it offered its customers. However, the onset of the COVID-19 pandemic in 2020 forced a drastic pivot. Social distancing guidelines made the cozy interior of the truck less feasible, prompting Dominique to rethink her business model.

The Pivot to Permanent

In Pursuit’s transition from a mobile to a fixed location was serendipitous but necessary. Initially relocating to a temporary storefront on Prince William Street, Dominique eventually moved the boutique to a larger, more permanent location on King Street in April 2022. This new space is not only a testament to her resilience but also her dedication to her customers and the community. The boutique is now a haven for fashion enthusiasts, filled with a carefully curated selection of women's clothing and accessories, ranging from XS to 3XL, including stationery and unique gift items.

A Boutique Like No Other

The new In Pursuit boutique is a feast for the eyes. The interior is decked out with bright pink flowers and a hot pink cash desk, a nod to its vibrant mobile origins. It's more than just a store; it's a space designed with purpose and passion. Dominique’s commitment to creating a memorable shopping experience is evident in every corner of the boutique. The store now serves a broader audience, including tourists from cruise ships docking nearby, offering them a slice of Saint John's local charm and fashion. With plans possibly to expand further and even revisit the mobile boutique concept in a new, pandemic-adapted format, In Pursuit continues to evolve.

In Pursuit's journey from a mobile boutique to a beloved Uptown fixture is a story of growth and transformation. It's a prime example of how businesses can adapt to changing circumstances and emerge stronger. For anyone visiting Saint John, In Pursuit offers a shopping experience that's as unique as the city itself. Whether you're a local or a tourist, make sure to stop by In Pursuit for a taste of local fashion and creativity that stands out from the crowd.