Write Impressions, the popular and lively stationery store anchoring the northeast corner of Bayview and Millwood, is celebrating its quarter-century anniversary this December, joining a select group of high street retailers with remarkable staying power.
The shop is part of a family business started by Cheryle Challe, who opened the first Write Impressions in Hamilton in 1986, followed by another in Oakville in 1999. Cheryle’s son, Troy, grew up in the retail environment and had a part-time job in university working in the gift and paper field with many of the same suppliers he still works with today at Write Impressions. After graduation, he was employed for a few years at a large format retailer as a buyer of gifts and paper but decided he wanted to go “from conception to execution faster” and to share “wonderful products directly with customers” in stores.
In 2000, when Troy became the owner of the new Write Impressions Bayview – their first Toronto location – he got to realize his dream. As business grew, the family also added stores in Bloor West Village and Waterloo. Troy says this expansion was possible thanks to “the amazing support from the Leaside community.” It was “bittersweet” for him, though, as the expansion, in 2006, took him on the road instead of in his favourite place, 1515 Bayview Ave. Now he’s back and is supported by a team of sales associates.
In the early days, the shop focused largely on stationery products and pens, as the name suggests. Cards are still the “bread and butter” of the store, says Troy, quoting the adage that “there is nothing more charming than a handwritten note.” But keeping with the times has seen the inventory grow dramatically to include self-care products, décor and table-top items like napkins, candles and serving pieces as well as a children’s section featuring stuffies, games and blankets.
Write Impressions’ ability to respond to changing customer tastes is a key ingredient in the store’s continued success. According to Troy, Write Impressions sets itself apart from other similar stores by “working collaboratively with manufacturers and suppliers to bring in new and unique products of beauty, value and function.”
In addition, Troy goes “the extra mile” to deal with requests, often for specific items like ink or fine writing instruments, and researches how to procure them.
It’s this customer care that keeps shoppers coming back for both the quality merchandise and exceptional service. Regular customers report they can always find high quality gifts and special items for a variety of occasions, and they appreciate the friendly and helpful staff.
For Write Impressions, moving to Bayview 25 years ago was clearly more than just a good business decision. They’re part of a local family – as Troy says, “the wonderful group of businesses on Bayview who support each other through thick and thin.”
