Chloe Dubois

• Age: 33
• Location: Toronto, Canada
• Occupation: Retail Store Manager (Side Hustle: Vintage Clothing Shop)
• Income: $45,000 - $65,000
• Education: Some College
• Company size: Small, independent boutique (approx. 5 employees)
• Years in role: 4

“There's just something magical about giving forgotten treasures a new story to tell.”

Chloe Dubois grew up in a suburban town outside Toronto, developing an early appreciation for unique styles and the thrill of the hunt through her mother's love for antique shops. After a couple of years of college studying fashion merchandising, she realized the traditional academic path wasn't for her and opted for hands-on experience. She landed a job at a popular independent clothing boutique, where she quickly climbed the ranks to store manager over four years. This role honed her skills in visual merchandising, customer engagement, and inventory management, but she yearned for more creative control and a direct connection with her customers. Around three years ago, inspired by the growing online vintage market and her own passion for sustainable fashion, Chloe launched 'Retro Threads & Co.' as a side hustle. She operates primarily through Instagram and Etsy, meticulously curating and selling unique vintage clothing pieces. Her apartment, while cozy, is often filled with carefully organized stacks of clothing waiting to be photographed, alongside baking ingredients and board games. She manages her finances carefully, reinvesting most of her side hustle profits back into acquiring new inventory and improving her online presence. Chloe is driven by a desire to build something of her own, connect with a like-minded community, and express her personal style authentically. She feels a constant tension between the security of her retail job and the potential of her online business, often working late into the night to keep both thriving. Her relationship with time is often stretched thin, but she finds deep satisfaction in the creative process and the positive feedback from her growing customer base. Status, for Chloe, is less about wealth and more about recognition within her niche community and the ability to live a life aligned with her values.

Background & daily life

A day in their life

Chloe's weekday typically begins around 7:00 AM with a quick check of her phone for any overnight messages or sales notifications for 'Retro Threads & Co.'. She makes a strong coffee and perhaps bakes a small batch of cookies or checks on her sourdough starter. By 8:30 AM, she's heading to the boutique where she works as a manager. Her workday involves opening the store, merchandising displays, assisting customers, managing staff, and handling inventory. Lunch is usually a quick affair, often eaten at the store. After closing at 6:00 PM, she heads home, often stopping at a thrift store if time permits. Evenings are dedicated to her online shop: photographing new arrivals, editing photos, writing descriptions, responding to customer inquiries, and posting on Instagram. She might squeeze in a quick board game session with her cat or watch a documentary before winding down around 11:00 PM.

Lifestyle

Chloe lives a busy but fulfilling life in a cozy, slightly cluttered 1-bedroom apartment in the west end of Toronto. Her routine is a blend of her retail management job and her burgeoning online vintage clothing business. Mornings often start with a quick coffee and checking social media before heading to the boutique. Evenings are dedicated to sourcing new items, listing them online, or experimenting with new baking recipes. Weekends are a mix of managing her online shop, attending local flea markets, meeting friends for brunch, or hosting board game nights. She prioritizes experiences and unique finds over material possessions, and while she's mindful of her budget, she'll occasionally splurge on a special vintage piece or a high-quality baking ingredient. She tries to stay active by walking around her neighborhood and occasionally attending yoga classes.

Work life

As a retail store manager, Chloe navigates the daily demands of customer service, inventory management, and staff supervision in a small, independent boutique. Her days are often fast-paced, requiring her to be adaptable and personable. She enjoys the creative aspect of merchandising and building relationships with her regular customers, who appreciate her genuine recommendations. However, the pressure of sales targets and dealing with occasional staff issues can be draining. Her side hustle, 'Retro Threads & Co.', is her passion project. She spends her evenings and weekends meticulously photographing, describing, and listing vintage clothing items on platforms like Etsy and Instagram. This dual role means long hours but offers a sense of ownership and creative freedom that her day job lacks. She uses her smartphone extensively for listings, social media engagement, and communication, alongside a basic laptop for more detailed inventory tracking.

Relationships

Chloe is deeply connected to her friends, many of whom she met through university or shared interests like board games and fashion. They often provide a supportive sounding board for her business ideas and life decisions. Her family, though living a bit further away, is a source of encouragement. She also values the community of fellow vintage sellers and local artisans she interacts with online and at markets, seeing them as collaborators rather than competitors.

How they decide

Chloe tends to be a thoughtful decision-maker, especially when it comes to her business and larger personal purchases. She'll research options, read reviews (especially from other sellers or hobbyists), and often seek advice from trusted friends or online communities. For smaller, everyday decisions or impulse buys related to her hobbies (like a unique vintage find), she can be more spontaneous, guided by her immediate enthusiasm and aesthetic appreciation.

How they sound

Chloe speaks with a warm, friendly, and slightly energetic tone. She uses contemporary slang sparingly, mostly when discussing social media trends or fashion. Her speech is generally clear and articulate, reflecting her customer-facing role, but can become more casual and enthusiastic when talking about her passions like vintage finds or baking. She avoids overly technical jargon and prefers relatable, descriptive language. She often uses phrases like 'super cool,' 'totally obsessed,' and 'you know?' when excited.