Nancy Wiskel, owner of Dan Joyce Clothing in Peterborough, has realized her vision of offering stylish, casual clothing to cottagers and residents in North Kawartha — and just in time for the summer season.
On May 3, Wiskel opened a second location of her popular woman’s clothing store in Apsley.
Located at 126A Burleigh Street, just off Highway 28, DJC Casual Clothing provides the same quality of clothing and customer service as the trademark Peterborough store.
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“Dan Joyce as a brand is a woman’s clothing store for women who are 40 plus and looking for some style in their wardrobe,” Wiskel says. “We look at timeless classics. And with the Dan Joyce brand, it’s not only the quality of clothing we emphasize, but the quality of service as well.”
But while the Peterborough store’s focus is on chic work and city wear, the Apsley store emphasizes stylish, casual attire. Wiskel says the concept behind DJC Casual Clothing is ‘style meets comfort’.
“Just because you’re dressed casually doesn’t mean you can’t be very, very stylish,” Wiskel explains. “So, for example, a more casual cardigan can be done in a stylish way.”
DJC Casual Clothing’s line of effortless and smart leisurewear aims to suit both seasonal cottagers and residents. Wiskel is catering the line to the “stylish woman about town,” describing the clothing as ideal for activities like sipping coffee on the deck, golfing, or even going out for dinner.
“I’ll be bringing in some new brands that really cater well to a casual lifestyle,” she says.
Wiskel has had a vision of growing Dan Joyce Clothing ever since she purchased the business in 2019 from retiring owners Dan and Sally Joyce, who first established the Peterborough store in 1979.
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“I’d known about Dan Joyce’s for years and years,” Wiskel recalls. “My parents have lived in Peterborough for 30 years, and it was a store where my mom shopped. I used to go to the store to pick up some things for her. There was always something about the store that I loved.”
After purchasing the business, Wiskel wanted to build upon the Dan Joyce legacy by expanding beyond Peterborough.
“Dan Joyce’s already had such a great reputation in Peterborough,” Wiskel says. “I thought, ‘How can I take all of the hard work done over the last 40 years with Dan Joyce’s and grow it into another area?’”
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“Over the last couple of years, many people have been spending a lot more time at their cottages,” she adds. “I thought looking for a cottage area would be a smart business move.”
When a location became available in Apsley, Wiskel was able to realize her vision.
The 1,000-square-foot store, With two levels and a fireplace, has a cottage-chic feel that is welcoming to customers.
“I played off the fireplace in terms of the custom displays and a transaction counter design I had done,” Wiskel says. “When you come into the store, you get that cozy cottage feel.”
As she watched everything come together in the space, Wiskel says opening day was an emotional experience.
“I had this vision of what the store could look like,” she recalls. “The displays came in and then I put all of the clothes in. When you walk in and the vision in front of you is the same vision you had in your head, it gets a bit emotional.”
According to Wiskel, many customers share her excitement regarding the new store’s atmosphere when they walk through the front doors for the first time. She also says she’s received overwhelmingly positive feedback on the store’s clothing selection and quality.
“One thing that’s been a pleasant surprise is how many people have given me feedback who were existing Peterborough clients,” Wiskel says. “They’re like, ‘Oh, this is so great. I have a cottage in that area. It’d be so nice to have a store that we can go to and that we can bring friends to.’”
Although DJC Casual Clothing is already open for business from 11 am to 5 pm Tuesday to Sunday, Wiskel will hold a grand opening on the Victoria Day long weekend — the traditional start of the cottaging season. The store’s grand opening event on May 21 and 22 will include special goodie bags, draws for clothing, and a live remote with Oldies 96.7.
After the grand opening, DJC Casual Clothing will be open seven days a week through the summer, from 10 am until 6 pm Monday through Saturday and from 11 am until 4 pm on Sundays.
Wiskel is excited to be able to expand her business after a couple of challenging years due to the pandemic,
“When you’re at home, you no longer need the wardrobe to support what you’re doing in both work and social terms,” she explains. “Travel took a big hit as well. It will hopefully be a part of all of our futures again.”
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As a local independent business owner, Wiskel reminds people the benefits of supporting local business extend beyond keeping money in the community.
“When you’re supporting small businesses, especially a boutique business, you’ll have more personalized service and a much better shopping experience,” she notes.
DJC Casual Clothing is located at 126A Burleigh Street in Apsley, with Dan Joyce Clothing’s flagship store located at 87 Hunter Street West in downtown Peterborough. For more information about both locations and to shop online, visit www.djclothing.ca. You can also follow Dan Joyce Clothing on Instagram and Facebook.
This story was created in partnership with Dan Joyce Clothing.