MOUNT FOREST — After 50 years of selling women's formal wear, Dianne Hill has seen and worn it all.
Specializing in women's formal wear, Hill is the owner of one of Mount Forest's longest-running businesses, Ideal Fashion, formerly Ideal Ladies Wear, which was established by her mom, Vivian Benson, in 1975.
"Mom always said we can't survive our small town like we have so she was very progressive with advertising," said Hill. "We are very well known for being a destination store where people come for a one-stop shop."
Located at 237 Main Street in Mount Forest, Hill said she believes what's kept people coming back for five decades is the store's "huge inventory," which is about 3,000 square feet and includes 500 to 600 special occasion dresses.
"So many stores have nowhere near that inventory so when people come in, they know that I'm going to have clothes for them," said Hill. "I also think people are hungry for personal service because it's not out there at all ... personality goes a long way."
A self-proclaimed fashion lover, Hill said continuing her mother's business was a no-brainer and she looks forward to a new group of fashion every season.
"Sometimes when I stand back here at the end of a day and I've got people from all over Ontario, it's like a holy crap moment," said Hill. "I can't believe how many people come to me. It's quite an honour and it's humbling."
Having worked in the women's formal wear business "for quite a while," Hill said while she does see new colours, materials and "freshness," she's also seen quite a few trends cycle back.
"I see much more of a casual, updated look today, where we used to be a little more simple," said Hill. "Denim wear is more acceptable and I see the looks becoming more youthful for people than they used to be."
While some might think it would be challenging to sell women's formal wear in a small rural town, Hill said her experience has been the opposite.
"There's not a day that goes by that I don't have somebody calling me and asking for an appointment. People drive here from all over," said Hill. "Yes, I get customers from the community around me but I would say we draw from most of Ontario."
Calling 98 per cent of all customers "wonderful," Hill said she's developed relationships with several customers; one woman gifted her a gold bangle while others have sent thank-you letters.
"Those special little friends always hold a piece of your heart," said Hill. "One woman would call me up just to have a conversation saying 'Diane I hate talking to all those biddies up here, I'd rather talk to you.' I'll never forget her."
When asked how she thinks Benson would react to the business still being around for its 50th anniversary, Hill said she'd be "delighted."
"When you stop and think about it, it's quite a feat," said Hill. "Most people say to me being in business for 50 years and still at the top of your game is quite an achievement."
Ideal Fashion is hosting a big bash in May to celebrate 50 years in Mount Forest. More information is available here.
Isabel Buckmaster is the Local Journalism Initiative reporter for GuelphToday. LJI is a federally-funded program.
