Hello, Shelter Family!
As a small business owner, one of the most important skills you can have is the ability to pivot. To change direction in the blink of an eye, to adapt to new circumstances, and to create a fresh plan when things don’t go as expected. For the last 8 years, this has been my reality. And it’s only ramped up in recent times, especially with the challenges we all faced during the pandemic.
I’m sure you’ve seen it too—small businesses closing their doors left and right as industries and economies shift and change. And as hard as it’s been, I’ve always believed in one thing: as a small business owner, you must adapt to survive. You have to be hyper-aware of your environment, constantly learning, growing, and changing. This has been my mission, and it’s been a wild ride!
But change isn’t just happening in the business world—it’s happening in my life as well. And that’s what brings me to this announcement today.
Last December, my family received the most unexpected and joyous news: we were expecting twins! Yes, twins! And as our family of four quickly became a family of six, we realized it was time to make some big life changes. We needed a new home, a new rhythm, and a new way of living. So, we packed up and moved to Denman Island, a rural paradise nearby. It’s been a huge transition, but it’s also been a blessing.
As I sat on my new homestead with my four boys, I started to dream about the future in a new way. I realized I didn’t want to be running around every day managing a storefront; I wanted to spend more time at home, with my family, finding moments of stillness, and reconnecting with my creative roots. I wanted to return to being an artist—a maker—after years of being so focused on the business side of things.
So, after much thought and reflection, I’ve made the decision to transition Shelter Clothing to a home-based brand. While I will still be running things, I’ll be doing so with a much more streamlined and personal approach. And I’m so thrilled to announce that Shealeen, my beautiful and talented manager, will be taking over the storefront in downtown Courtenay. I’m excited to see her continue the legacy of Shelter in this new chapter, while I focus on creating new designs and building the brand from home. (And who knows, maybe I’ll get my partner to help with shipping too!)
I’m embracing this change as a way to shed what no longer serves me and to create the space for something fresh and exciting. And with that, I’m thrilled to announce our CLEAN SLATE SALE!
Starting December 1st, we’ll be offering everything Shelter, and everything in the shop that Shealeen won’t be restocking, at a major discount. This is your chance to grab those items you’ve had your eye on, while helping me create space for a brand-new chapter in Shelter’s journey. This sale will not only give me the chance to experiment with new designs and collections but will also make the big move at the end of the year a little easier.
This is a moment of renewal for both me and the business. It’s a chance to breathe, to slow down, and to begin again. I want to thank you all for being part of Shelter’s journey so far. Your support, love, and loyalty mean the world to me.
I look forward to sharing more of this next chapter with you all—whether it’s through our online store, Instagram, or in the designs I’ll create from my new home-based studio. Stay tuned, because Shelter Clothing is just getting started.
With gratitude and excitement,
Alison McLean
Founder, Shelter Clothing