Pomp and Pageantry in Yorkville is something Willms has been dreaming of for quite some time. Matching a clutch of well-sourced brands with attentive service, Willms hopes to
return to the original meaning of ‘boutique’—and will offer you a cuppa tea while she’s at it. ">

Pomp & Pageantry opens in Yorkville, offering clothing with a cuppa tea



“When women enter my shop,” says Shellie Willms, “I want them to feel like royalty!” Three-week-old Pomp & Pageantry in Yorkville is something Willms has been dreaming of for quite some time. Matching a clutch of well-sourced brands with attentive service, Willms hopes to return to the original meaning of ‘boutique’ — and she’ll offer you a cuppa tea while she’s at it.

After graduating from Western’s business program, Willms hacked it out in banking for a few years before returning to her original passion: retail.

Throwing herself headfirst into her project, she got the store up and running and designed a house line of blouses and cufflinks to boot. Accenting the room with a mix of pieces from her mom (“Her hoarding has come to great use!”) and other feminine touches, Willms’ intent was to create an inviting space that would make women feel as though they were in their own private dressing room.

With garments, shoes and accessories for sale, ladies can rest assured that they’ll come away with an entire look if need be.

“I want to see women experimenting with their personal style,” says Willms, listing off 27 labels she has to play with. One of the most popular picks has been the comfy denim line Yoga Jeans.

“Denim can make a woman feel the least confident about herself,” Willms says. The Montreal-made jeans — which tout their comfort factor and flattering qualities — have been flying off the shelves. Elsewhere, homegrown labels like John & Jenn mingle with L.A.’s casual-cool Wildfox Couture and England’s TNFC, which tends to play up pieces with embellishments.

Standout pieces include a fox fur vest from Aussie label Wish ($478), which we imagine throwing over a Myne black catsuit ($228) and finishing with a pair of brown House of Harlow moccasins ($228) and a handcrafted Sibilia necklace ($168).

Though she’s just getting started, Willms is already keen to incorporate a greater range of sizes in addition to offering custom work, aiming to help all women look their very best.

Pomp & Pageantry, 112 Scollard St., 416-922-2937