fEROSh

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ABOUT
.fEROSh
Luxury Boutique

fEROSh. One might suggest it began in a small community in rural Nova Scotia (in a former lifetime that is). My childhood days were spent playing outside and wearing whatever clothes would survive building forts and treehouses in the bushes with my older brother. My idea of a fashion statement was limited to the the bruises I sported on my knees from repeatedly falling out of the apple tree. And my first experience behind the wheel of any vehicle was that of a not-so-sexy tractor. Yes, I admit it: When it came time to learn to drive a car, my dad opted for a… TRACTOR. But truthfully, it was through helping my father split wood in preparation for a cold Maritime winter, that I learned the value of hard work. And that ability to roll my sleeves up and “get it done” stuck with me long after I entered a new vortex – one where heels were a #musthave.

At twenty-three, I moved to the progressive city of Montreal where I found myself dangerously taunted by the “foreign” landscape of fashion. I didn’t communicate in the language of high fashion or understand the price tag that accompanied those beautiful garments, but I was intrigued. “Could I pull it off? Would it be too much? Was it me?” The world was opening up to me.

And so I landed an opportunity to work within the entertainment industry.  Jetting off to Los Angeles, I walked the red carpet, mingled at parties in Bel-Air mansions, strolled down Rodeo drive, and took in the nightlife in West Hollywood nightclubs. I. Was. Mesmerized. Women strutting down the street as if they had just stepped off the catwalk. Everywhere. The fashions in LA were stunning, compelling, and adventurous. It was a city where you could be whomever you wanted to be. And what I wanted most was to bring these clothes home with me to Canada. So now, through fEROSh, I have.

I have come to see that fashion is inarguably an outward expression of who we truly are. We can create, discover, and reinforce all the sides of our personality. We can be controversial and dare to speak our minds – all without words. Fashion is a language.

Is Canada ready for fEROSh fashion finds? I believe so.  And I am excited to challenge the fashion palate of Canadians!

O’ Canada, you’ve been forewarned.

Rachel Shaw Life Coach fEROSh
"Life is your catwalk"

– Rachel Shaw, Master Life Coach –

NOV 2014 – ‘FASHION CRIME’ TAKES ON NEW MEANING:

I was gearing up for the big reveal of fEROSh Canada, when the universe threw a wrench in plans. Morally jaded individuals broke into the warehouse and made off with designer fashions, computers, and camera equipment. And to top off their night of mischief, they lit a fire to cover up the crime. Many of the gorgeous fashions burned or were destroyed by smoke damage (which is a crime in and of itself!).  But I navigated through it, and rose from the ashes like a phoenix. And as you can see… fEROSh Canada is finally here!

FAST FORWARD: MAY 2016 – CANADIANS FLEE FORT MAC 

As fires tore through Fort MacMurray Alberta on May 1st, my heart broke for the families who were about to lose everything.  I was gearing up to launch, and they were in a state of emergency.  I saw it to be a sign from the universe:   fEROSh Canada wasn’t to be simply another trendy boutique there to line the pockets of it’s owner (moi).  I had learned when I lost everything, that I had everything I already needed in life.   And so I knew fEROSh was destined to be a force of good in this world.   It was going to be an opportunity for Canadians to give back.  fEROSh Canada has evolved into a heart centred business that will be giving 20% of all proceeds to survivors of the Fort Mac Fires.

What’s the deal with “fEROSh”?

I am happy to see that you have fallen down the rabbit hole to join me. And now you are wondering how mindset and fashion can work together as an ensemble.

fEROSh is a term that was popularized on the reality show Project Runway. It is used to describe a fierce sense of style. But to me, the term fEROSh has developed a much more personal meaning. In our logo, you’ll find the word “EROS” in caps in the middle of the name. EROS means “inner passion”. It’s a passion for life and building new things that led to the development of this brand for fierce Canadian women, so for me, the name is the last piece of the puzzle.

fEROSh is also in the process of building an online mindset magazine for the progressive Canadian woman. So sign-up for our newsletter to connect with us and be a part of the community.

NOV 2014 – ‘FASHION CRIME’ TAKES ON NEW MEANING:

I was gearing up for the big reveal of fEROSh Canada, when the universe threw a wrench in plans. Morally jaded individuals broke into the warehouse and made off with designer fashions, computers, and camera equipment. And to top off their night of mischief, they lit a fire to cover up the crime. Many of the gorgeous fashions burned or were destroyed by smoke damage (which is a crime in and of itself!).  But I navigated through it, and rose from the ashes like a phoenix. And as you can see… fEROSh Canada is finally here!

FAST FORWARD: MAY 2016 – CANADIANS FLEE FORT MAC 
As fires tore through Fort MacMurray Alberta on May 1st, my heart broke for the families who were about to lose everything.  I was gearing up to launch, and they were in a state of emergency.  I saw it to be a sign from the universe:   fEROSh Canada wasn’t to be simply another trendy boutique there to line the pockets of it’s owner (moi).  I had learned when I lost everything, that I had everything I already needed in life.   And so I knew fEROSh was destined to be a force of good in this world.   It was going to be an opportunity for Canadians to give back.

 

fEROSh Canada has evolved into a heart centred business that will be giving 20% of all proceeds to survivors of the Fort Mac Fires.

What’s the deal with “fEROSh”?

I am happy to see that you have fallen down the rabbit hole to join me. And now you are wondering how mindset and fashion can work together as an ensemble.

fEROSh is a term that was popularized on the reality show Project Runway. It is used to describe a fierce sense of style. But to me, the term fEROSh has developed a much more personal meaning. In our logo, you’ll find the word “EROS” in caps in the middle of the name. EROS means “inner passion”. It’s a passion for life and building new things that led to the development of this brand for fierce Canadian women, so for me, the name is the last piece of the puzzle.

fEROSh is also in the process of building an online mindset magazine for the progressive Canadian woman. So sign-up for our newsletter to connect with us and be a part of the community.

Meet
THE TEAM

Rachel Shaw

The Founder

“I’ve always felt a magnetic pull towards entrepreneurial pursuits.   And so in line with my love for everything artistic, fashion and building this brand has become an adventure and creative outlet for me”

#bossbabe of:  Art direction, design business development, marketing

Fashion must-have: Anything black paired with my Loeffler Randall satchel

Famous words I live by: “Life begins at the edge of your comfort zone”

Val Provost

Photography

“I strive to bring a true asthetic and an authentic look to my photographic work. Whether I’m shooting people or products for my clients, my work is colorful, bold and true”.

#bossbabe of:  Product, portrait and commercial photography

Fashion must-have: simple accessories that pair with business attire and relaxed outfits.

Famous words I live by: “The only way to do great work is to love what you do”

fEROSh Twins

Promo Twins

“If the ladies from Sex And The City ever launched an e-commerce website, we bet it would look like ShopfEROSh.com.  We are excited to be part of such a tenacious brand”.

#bossbabe of: YouTube

Fashion must have: We both have an obsession with powerhouse blazers!  Throw one on and look fab for any occasion.

Famous words we live by:  “I like my money where I can see it – hanging in my closet”

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