Many people travelling past the intersection of 16th avenue and Edmonton Trail do a double-take at the house that is painted like a cow, and in the summertime has elaborate gardens. They wonder, "What in the world is that?" When their curiosity gets the better of them they are quick to discover a world filled with unique treasures. Owner Michelle Mouat is often behind the counter with a smile, welcoming them to discover "What’s in Store.".

"The concept is to be fun and different. People think we are pooper scoopers, or an ice cream store or just wondering what we are. Then they see things they aren’t going to see anywhere else. I have always been interested in dress up and clothes and periods so it appeals to me," Mouat told GayCalgary.com

It would be easy to spend hours sorting through the vast assortment of clothing that is offered. From vintage 1920’s clothes and disco bell bottoms to glamorous dresses and casual jeans, there truly is something for everyone, and much of what is in stock will appeal to members of the gay community.

"There are a lot more creatively fashionable people in the gay community. We look for the kind of funky stuff people like. Also, I’ve had calls from men who have been kicked out of stores or can only go to stores after they close because they want to try on Woman’s clothes. As far as I am concerned, as long as they are respectful I don’t care what they want to try on. If someone in the store has a problem with that, they found their way through the door, they can get back out it."

One of the great things about What’s in Store is that almost all of the clothing they have is available for rent. This makes it ideal for someone who is looking for an outfit for a night, the "Halloween drag queen" or a regular performer looking for something different for a show.

"While the wigs, eyelashes and such are sale only, most of the clothing is available for rent. We have a few things, like elaborate beaded belly dancing outfits with sheer fabric that can damage easily, that is sale only. When people rent, they pay for the full price as a deposit, [and] the rental is seven days. We often find that when people rent things, they don’t want to get up the next morning to drop it off. If the client doesn’t return it by the end of the contract, then we process it as a sale. When they return it within the seven days they get half back. We’ve had people rent outfits going on cruises with theme nights, so they would rent three different outfits, and we’ve extended the contract. It is also ideal for a one-time drag queen for Halloween or coronation. We do rentals for women who go to Christmas Parties and have to wear a different outfit every year. Then they don’t have a closet full of dresses they can’t wear again."

During October the store becomes packed with costumes and people looking for the ideal outfit to buy or rent.

"It is hugely busy then, I hire a dozen staff to work for three weeks in October. It used to be that Halloween was more than half of our business for the year, but the other months are picking up as people get to know us more. "

The company has a great deal of history as it originally opened twenty years ago; Mouat is the fourth owner and owns the house out of which the business runs.

"I bought it eight years ago from the third owner. She wasn’t doing very well. She had bought it from a Mother/Daughter team who also hadn’t been doing well. Each owner had a different concept for the store. The last owner didn’t do costumes and I felt that was an important part of the business. There are a lot of people buying vintage and retro clothes and not a lot of places to buy it now. So I wanted to offer variety. Ironically the first owners were a pair of sisters I grew up with. I didn’t find that out until well after I bought the store. Originally we were in a different location and I felt that for what I was paying in rent I could pay for insurance, land taxes and a mortgage. When this building came up I jumped on it because I felt it was a great location."

While the long term investment of owning the property will pay off, it wasn’t easy for the single mother to survive. She credits her family for their support and a great deal of the store’s success.

"When I bought this it was a residential rental. Before that, Alberta Pest Control was in it for a number of years. It took two years and $10,000 to get it rezoned. It was a tough time because I had the other place I was paying rent on, the Mortgage here, and gutting and rebuilding the building to get it to code. I would have gone under in my first two years if I didn’t have my family, my Mother paid my bills and for groceries for the first two years. They decided to give us our inheritance before they died when it would do some good."

Despite this stress Mouat feels that owning her own business is what suits her best.

"When you own your own business and are a single parent with that as your only income, it can be stressful. There were years where I picked a bill to pay so they wouldn’t cut me off. But I spent a lot of years working for other people and I wasn’t very good at that. I always felt if I was to take the blame for something, I want to be the end of the line. When you are in control of the situation it is easier to deal with it."

It has all paid off.

"For me it has given me the opportunity to prove myself to myself. I could take something and turn it into something that would support my life and lifestyle, and that other people would enjoy. My daughter is nine and to have her seeing me doing this rather than seeing me slinging trays of beer, it’s a role model for her."

The future looks bright for the personable Mouat. As the store continues to build a reputation for quality consignment clothing at reasonable prices, she hopes to get more time for herself after she expands the building to hold her entire inventory – she  presently has things stowed in other locations outside of the store.

"I would like to expand the building. It will depend on what happens with the 16th avenue widening. They are also changing all the zoning for the properties along Edmonton Trail. I would like to expand so I can have all my stock in the store. For the first five years I worked all the days and hours with no staff or breaks. In the last year and a half I have started to have some extra money. Since I am a single parent of a little girl, it became a no-brainer that I wanted to add staff so I can spend time with her. I am hoping it will continue to grow so I can have time, staff, and extra money. I am going to keep plugging along and see where I go."

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Contributor Jason Clevett |

Locale Calgary |

Topic Business Review | Fashion |