Born in Brittany (France), Kristell worked in fashion in Montreal after training as a designer in Rome, Italy. But the ocean always beckoned. “Energy returns by the sea,” says Kristell. “It’s calming. Refreshing.” A summer trip to the Maritimes a few years ago with her husband and baby led her to PEI. In December 2022, Kristell opened a retail space in Charlottetown’s Confederation Court Mall. SWENN’s elegant store, decorated with colourful paddles that bring the sea’s essence indoors, is warm and inviting. Kristell navigated the challenges inherent in evolving SWENN’s designs into the retail space and now, with five years nurturing SWENN behind her, she believes there is great potential within the maritime market. Kristell is excited to grow the company even further, into a community space that celebrates collaboration and creativity. Pop-up events and a happy hour are part of the cool vibe she envisions for the future, where folks can meet and share their mutual passion for local design. Kristell talks enthusiastically about her desire to make the world a better place. She is committed to clothing that is created with respect and born with eco-sustainable, fair labour practices — for instance, she sources wool
from Merino sheep in New Zealand, a country that is mulesing free (the wool was sourced from a pain-free process.) Kristell believes that each one of us can make a positive difference in the world, and she holds herself and her business to that goal. Part of this commitment is made clear on SWENN’s website, where clicks of the mouse reveal each product’s origins.
SWENN is a dream come true. Although Kristell admits it was
somewhat scary to take the leap from designer to retail—partly because of the financial dependency engendered by this new phase of her business— she’s a dynamic, engaging, strong woman who knows that a single step each day is another step forward. Sometimes these steps lead her back to the ocean, to the graceful, beckoning waves that inspired SWENN’s first breaths — the cool Atlantic where the horizon seems infinite, where life is rejuvenated. Designer Kristell Geffroy has captured the ocean’s vitality, comfort, and freshness in her eco-friendly, sustainable clothing brand. Drop by her store at the Confederation Court Mall in Charlottetown with a welcome and a smile. Soak up SWENN’s traditional, comforting essence and, perhaps, the aura of the sea will carry you home.
SWENN
Confederation Court Mall 134 Kent St, Charlottetown
902.370.2317 www.swenn.ca
SPRING 2023 www.pei-living.ca
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