Fredericton’s Sequoia Renovates and Rebrands
FREDERICTON — Sequoia Fredericton, a popular downtown wellness store, is turning over a new leaf.
This spring, owner Chelsey Daley is rebranding and renovating Sequoia to officially make it her own.
“Over the last four years I’ve made Sequoia my own and really put my all into it,” said Daley.
She started the store in 2017 as an offshoot of Sequoia Moncton. However, when their agreement wasn’t working anymore, Daley felt she would be more successful on her own.
“I wanted the store to look and feel more like something I related to and was more authentically me,” said Daley.
The first step of rebranding was to make a new logo, which is now printed on Sequoia’s sweatshirts and mugs. Daley went back and forth with a graphic designer in Saint John to get it right.
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“For the first time in four years I have the opportunity to be picky and to make it mine,” said Daley.
Next was the renovation. Sequoia was closed for six days in early May for construction. As soon as it was possible, they opened back up to the public.
“The store flows better inside, it looks prettier on the outside,” said Daley. “It’s just a reflection of myself and my staff and how we want to be viewed in Fredericton.”
On the inside, she focused on minimizing and lowering shelving. Instead of keeping the cash register at the back of the store, she moved it up to the front.
“Now when you come in that’s who you see,” said Daley. “You see the faces of Sequoia, the people who have been there for the past three, four years.”
Sequoia is celebrating its rebrand and renovation on Saturday. For two hours in the morning, groups will go through for 30 minutes at a time while following public health guidelines. Normal shopping will resume from 11 am – 5 pm.
“It’s to thank our community for the past four years and all that they’ve done,” said Daley. “It’s also to make people feel special and give them a little VIP shopping experience with some treats and goodies.”
Local treats are provided by Snak., appetizers are being supplied by Rustico and Upfront Cosmetics is donating shampoo and conditioner bars. Guests will get gift bags stocked with local products and more surprises.
“As a business owner in Fredericton,” said Daley. “If you’re a new business and you pop up, I’m the first to support because it means so much to me.”
Daley looks first for local and Canadian products to stock Sequoia’s shelves. Through the rebrand, most of these products will stay the same. You can also find them on Sequoia’s new website.
“You can shop Sequoia online,” said Daley, “Get it delivered right to your door all across North America,” said Daley.
In the future, Daley is thinking about expanding the spa side of her business by offering facials and relaxation massages.
“The sky’s the limit now for what we can bring in,” said Daley.
Rachel Smith is a summer intern for Huddle. Send her story suggestions: [email protected].