Devon Bird - Lia Crowe photograph

Fashion Forward With Devon Bird

Moden Boutique owner expands her business during Covid-19 with Moden Essentials

  • Dec. 10, 2020 10:00 a.m.

– Words by TessVan StraatenPhotography by Lia Crowe

Devon Bird never thought of herself as an entrepreneur, but after launching a successful clothing store in Sidney two years ago, she’s now preparing to open another boutique next door—and she couldn’t be happier.

“Building this business and being connected with what I love to do—it’s not a job,” says the 31-year-old owner of Moden Boutique. “It’s entirely consuming in the best possible way. I’m doing exactly what I want and what I should be doing.”

Devon started working in retail when she was just 16 years old—it was her first job—but despite her love of fashion, she didn’t think it would be her career.

“I always worked in retail because I liked the discount, and it was somewhere I felt comfortable,” she says. “I got my degree in sociology with a concentration in health and aging, and I thought I was going to run an assisted living facility for independent seniors.”

But after getting into merchandising a few years ago, Devon found her passion and decided to push herself out of her comfort zone. She packed up her life in Vancouver and moved back to her hometown of Victoria to open up Moden, which means “mature” in Norwegian (a nod to her grandmother who came to Canada after the Second World War and had a unique fashion sense).

“It’s not an age to me, it’s a mental space,” Devon explains. “I don’t really relate to my millennial generation much, so mature was a state of being, a state of mind, a comfort in oneself—a mature place to be. You know who you are and you’re living that truth and that’s what Moden meant to me.”

That philosophy, of being true to oneself, is also how Devon is running her business. But it’s a lesson she had to learn the hard way.

“Whenyou start a business, you don’t have somebody telling you what’s right or wrong, and I think I started trying to be everything to all people,” she admits. “After I opened, people would say, ‘Oh, the store is too empty’ or ‘you need to carry this’ or ‘you need to carry that’ or ‘why don’t you carry skirts?’ and I would think, ‘Oh gosh, I need to carry more skirts and dresses, I need to do more evening stuff,’ and it started to impact the vision I had for the store, which is everyday comfortable dressing.”

Devon felt like she was being pulled in too many directions and had to stop, re-evaluate, and learn to trust her gut.

“You can’t let people tell you who you are,” she says. “You need to know what your business is about. And it’s a reflection of you, so you have to be true to that, and everything—from how you decorate to what you have in the store—has to come from that vision, or the message is totally lost.”

For Devon, who says she always thought she’d make a better employee than employer, learning to run a business has come with a steep learning curve. But she says the key is not being afraid to ask questions.

“I think what you learn is that you have to be quite shameless and ask questions and not be afraid to look silly,” she advises. “I had to really get over not looking qualified, which was a very humbling experience. But it was also encouraging to see how willing people are to help you when you do ask.”

The advent of the COVID-19 pandemic just 15 months after she opened the store posed a unexpected and unique challenge—one that many new businesses struggled to survive. But it’s also been a valuable learning experience.

“It’s made us more nimble and one of the positives out of COVID-19 is that people’s habits are broken up,” she says. “Nobody wants to go to a big mall full of people now, so they’re looking for their outdoor shopping centres; they’re looking for their local, independent boutiques.I’ve been so encouraged to see people coming back, people really worried about my business and buying gift cards or shopping online for the first time just to support me.”

Devon’s so encouraged, she’s planning to expand and open a new store—Moden Essentials, which will carry lingerie, loungewear and basics—in March.

“Opening a business at anytime is a risk, but you mitigate that risk by being really clear,” she says. “Are you offering something that people need? I want to continue to do what Moden did, which is offer what’s missing and I think the next space that could really be elevated is lingerie and lounge.”

It all comes back to Devon’s approach to business and life—knowing who you are and being authentic.

”If you’re doing exactly what you’re supposed to be doing, you’re using your skills and your heart is in it. So it’s really difficult to fail because you’re using all of your strengths and putting that out there,” Devon says. “That’s really the key to success.”

Story courtesy of Boulevard Magazine, a Black Press Media publication

Like Boulevard Magazine on Facebook and follow them on Instagram

BusinessFashion

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

While most drivers along the stretch of 200th Street near Nicomekl Elementary School in Langley City follow the posted speed limits, a significant number is ignoring the posted limits, data from speed reader boards shows. (Dan Ferguson/Langley Advance Times)
Drivers in Langley City are most likely to ignore the speed limit near Nicomekl school

Data from speed reader boards shows speeding is worst on 200th Street between 50th and 53rd Avenues

Garth Dauncey is one of the volunteers working on renovations at a Langley City home for the AOK Extreme Home Repair project. (Matthew Claxton/Langley Advance Times)
AOK home repair could use funding support to aid Langley family

A GoFundMe is looking to raise up to $80,000

Seven-year-old Adam Dadson opened his own plant stand at 24th Ave and 268 Street in Aldergrove. (Val Dadson/Special to The Star)
Seven-year-old Aldergrove entrepreneur opens pop-up plant stand

Adam Dadson sold flowers last weekend to earn enough money to buy his mom a Mother’s Day gift

Calvin Singh, a 17-year-old Aldergrove Secondary student, earned the Jodi Steeves Kindness Scholarship. (Special to The Star)
Aldergrove teen earns Jodi Steeves Kindness Award and the $1,000 that goes with it

Calvin Singh won the scholarship for showing constant kindness and positivity

Langley’s Avery Heppell has been named to Volleyball Canada’s Women’s NextGen National Team. (TWU)
Langley’s Avery Heppell has been named to Volleyball Canada’s Women’s NextGen National Team

Trinity Western University player to attend 10-week training session

B.C. Labour Minister Harry Bains in the B.C. legislature, May 13, 2019. (Hansard TV)
VIDEO: B.C. to provide 3 days of sick pay for COVID-19 absences

Province will support employers on cost, labour minister says

RCMP. (Black Press File)
Major Crimes called in after two bodies discovered on remote road near Penticton

A manhunt involving a police helicopter took place on May 10

Canada’s Janet Leung steals second base during playoff action at the Softball Americas Olympic Qualifier tournament in South Surrey on August 31, 2019. Leung and her teammates have not been back to Softball City since, as the 2020 and now ‘21 Canada Cup tournaments have been cancelled. (THE CANADIAN PRESS/Darryl Dyck photo)
Canada Cup softball event cancelled for second straight year

Travel, health concerns cited as reasons for cancellation of popular Lower Mainland event

Boats in the Fraser River launched from Barrowtown and Ft. Langley on May 12 to search for the missing fisherman. (Steve Simpson)
Boats search the Fraser River for missing Abbotsford fisherman

Anyone with ‘a boat, time, or a drone’ to help bring Damian Dutrisac home was asked to help

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Vancouver court on Tuesday, March 23, 2021. THE CANADIAN PRESS/Darryl Dyck
Defence lawyers call foul as Crown counsel granted access to COVID-19 vaccines

Defence attorneys are pushing the province to extend inoculation access to workers in courtrooms across B.C.

A student arrives at school as teachers dressed in red participate in a solidarity march to raise awareness about cases of COVID-19 at Ecole Woodward Hill Elementary School, in Surrey, B.C., on Tuesday, February 23, 2021. A number of schools in the Fraser Health region, including Woodward Hill, have reported cases of the B.1.7.7 COVID-19 variant first detected in the U.K. THE CANADIAN PRESS/Darryl Dyck
Fraser Health still unsure if 333 cases of COVID among students, teachers were acquired in school

88 cases of 267 cases the health authority considers to be school-acquired lead to spread outside of school

The RCMP logo is seen outside Royal Canadian Mounted Police “E” Division Headquarters, in Surrey, B.C., on Friday April 13, 2018. Indigenous leaders are calling for an investigation into the conduct of Mounties on Vancouver Island after two police shootings of members of a small First Nations community in three months. THE CANADIAN PRESS/Darryl Dyck
Indigenous leaders call for clarity, investigation into RCMP after B.C. shooting

The RCMP declined to comment on the requests by Indigenous leaders

Most Read