Shopping Cart

What is In Pursuit Mobile Boutique?

From the outside, In Pursuit (an Aramark truck in her less than glamourous past life) is a retrofitted 18' GMC Workhorse painted bright pink and filled to the brim with the latest in women's apparel and accessories. Launched officially on October 19th, 2013, to date In Pursuit is the first and only Mobile Boutique serving Eastern Canada.

It's hard to miss the boutique when it's popped up street side in historic Uptown Saint John. The hot pink polka dotted exterior, the line up of anxious ladies waiting for their turn up the stairs through the back door and the parade of pretty pink shopping bags lining the sidewalk draws a curious crowd and helps to make the truck stand out against a backdrop of heritage buildings in Canada's oldest incorporated city.

But inside is where the real magic happens.

Mobile retail is an opportunity to disrupt the industry as we know it. In Pursuit is a fashion truck built for lady bosses, go-getters and rockstar girlie girls who know a good thing when they see one. It's for the thrill seekers, the first in the group to try new things, the trend setter who always wants to be in the know about the latest and greatest.

The collections are curated by you, for you. A small space means we not only hear your feedback but we truly listen and take it to heart when we do our ordering. We know you want to express yourself fashionably and that's why we try our best not to carry any of the same brands already sold in nearby boutiques. We only bring in a single size run of each style and never reorder the same thing twice. Life is just too short to repeat the same things over and over again. Besides, who wants to be the girl at the party spotted in the same thing as someone else? #TruckGirls were born to stand out.

The message we want In Pursuit to broadcast loud and clear is that it's okay to be a little different, to go against the status quo and do your own thing, even when it's never been done before. Our goal is to make sure everyone who comes through the chalkboard door has an unforgettable experience they won't soon forget. We want every customer to leave feeling confident and satisfied, maybe because of a new outfit, or maybe just because they've helped a local entrepreneur continue to make waves and give back to their community.

With a little persistence, a lot of love, a great support system and a dash of magic, In Pursuit is proof that all of your wildest (and pinkest) dreams can come true.

Hey! I'm Dominique

I grew up in Fredericton, New Brunswick and left for the big city just seconds after I was handed my high school diploma to study Fashion Marketing and Merchandising at Toronto's International Academy of Design and Technology. From there, I began a 15 year career in retail that included Management and Visual Merchandising. When an opportunity to move back to the Maritimes from Ontario presented itself, I considered it the next step in the right direction on my journey and decided to abandon retail for a Monday to Friday 9 to 5 office job.

My excitement about the career change (and my own filing cabinet) lasted no more than one week.

I missed having face to face conversations with new people every day, I missed the hustle and bustle of city streets and the holiday season. I missed new collections launching 3 months too soon and I especially missed the fashion in the streets of Montreal I would see while traveling from store to store. I felt stuck. I was desperate for a creative outlet but in a city like Saint John, opportunity in the fashion industry was very limited.

Or was it?

The great thing about living in a small city is that it isn't overrun with ideas that have tried and failed. Competition is slim to none and the support from the community is truly overwhelming. All I had to do was think a little further outside of the box, put pen to paper and decide what path my heart was telling me to travel towards.

On a Summer trip to Boston, lights, bells and sirens all started to go off at once as I spotted "The Fashion Truck" at the SoWa Market. It was a store. In a truck. With a dozen ladies all crowded around the door waiting to get inside. I knew instantly THIS. WAS. IT. I'd heard of Oprah's "a-ha!" moments but would have never believed them to be true had I not Googled more about the concept and practically squealed at the information I found once I arrived back at the hotel. At the time, only about a dozen Mobile Boutiques existed in the US. Now there are over 300 unique trucks and new ones popping up across the USA and Canada all the time.

That fateful day began the long process of sourcing a truck, convincing my brother (shameless plug: My brother is an amazing carpenter based in Fredericton and owns Country Cuts Carpentry. If you have a project or renovations that need an honest, dependable, talented carpenter he's your guy! Contact: 506 476 1626) my horribly sketched ideas would turn into something beautiful, applying for funding, and the most difficult of all; getting the City of Saint John to agree to overturn their existing by-laws and deem Mobile Business to be legal within city limits. While I won't bore you with specifics, the entire process took just over 2 years. Remember what I said about support? Had I not reached out to anyone I could find that would listen to me, the doors to the truck would have never opened.

In Pursuit has been a dream come true. It's given me the opportunity to do what I love, become my own boss and realize that it's true what they say, "the things you are passionate about are not random, they are your calling." I'm passionate about doing everything a little bit differently, causing a ruckus in a positive way, the fashion industry, making people feel confident and giving back to the local community as much and as often as I can, particularly by reaching out to young entrepreneurs just getting started.

So far, this has been an adventure of a lifetime and there are definitely no stop signs ahead that are going to slow me down any time soon.


Join us with #inpursuittruck to be featured!