Secret’s out Long-time fashionista opens women's boutique on Main Street By: Leesa Dahl Posted: 7:00 PM CST Monday, Jan. 21, 2019

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This article was published 21/01/2019 (2202 days ago), so information in it may no longer be current.

It’s not easy being new Winnipeg store owner Virginia Groshak. Just ask her.

“It’s very hard being who I am,” laughs Groshak, a gregarious, long-time retailer who opened a clothing store in the city’s north end a couple of weeks ago. “I work. That’s all I do is work.”

Despite her growing to-do list, the exceptionally chic and stylish saleswoman with an innate penchant for fashion took a short break from her daily duties to showcase her lovely, new standalone boutique on Main Street. Her store, Virginia’s Secret Closet specializes in women’s quality, versatile clothing that is affordable and easy to care for.

And on this night, the raven-haired Groshak, whose age shall remain a secret, is well turned-out in a knee-length charcoal grey knit turtleneck and a grey faux fur vest.

On a recent afternoon, a pair of curious customers wandered into the store and were busy sifting through tidy racks of apparel that include a large selection of capes, tunics, coats, dresses and bamboo tights. The freshly painted charcoal grey walls are neatly lined with a plethora of stylish blouses, jackets and handbags. Also for sale is a variety of accessories including jewelery, socks, mitts, hats, Italian leather change purses, cross-body wallets, scarves and more.

Groshak lets on that owning a clothing store has been a lifelong dream of hers.

She grew up tending cows in Oakburn, a small town in Shoal Lake where a community of astute town folk and a pair of fashionista aunts taught her, respectively, an admirable work ethic and an intense love of fashion.

“Deep down, one day I knew I was going to do it,” says Groshak, a self-proclaimed “hick-town, farm girl.”

Later, as a district manager with Webkinz stuffed animal manufacturer Ganz Giftware, Groshak spent years travelling to remote areas in Saskatchewan and Northwest Ontario.

“I’m a road warrior,” says the mother of three. “I loved what I did. I loved sales and I loved travelling but it got to the point where I was out more than in.”

Following that, she peddled jewelery at kiosks in hospitals around the city where customers would frequently remark on her sensational sense of style.

“I would tell them, ‘It’s amazing what I have in my closets,’” laughs Groshak, who stores her collection of clothes and shoes in no less than seven closets in her home on Bannerman Avenue. “And it was my secret.”

Hence the moniker of her 1,500-square-foot, brick-front store, a former warehouse that was once a frame store and most recently served as city Councillor Ross Eadie’s constituency office on Main Street at Semple Avenue.

The store joins an existing group of longtime merchants — Moi Boutique, Winnipeg Sewer and Drain, Don’s Photo and The Lab Works — who share a short block flanked by a pair of thrift clothing stores.

Some might say Groshak’s new venture would be better suited in a shopping mall or situated in an affluent neighbourhood like River Heights or Tuxedo. But after living and working in West Kildonan for 45 years, she’s eager to be a part of its business community.

“I could have gone to the south end but (commercial rental properties) there are expensive and there’s already lots of competition,” she says. “Plus, I love the area.”

So does Moi Boutique owner Matthew Pham who operates a men’s clothing store next door. He relocated from the Exchange District three years ago and says he is thrilled to have a new neighbour set up shop on the block.

“It’s wonderful,” says Pham. “I’m so happy to have her here.”

Pham’s business, which specializes in men’s clothing and party wear, is doing well and he credits his success to a recent influx of new businesses. One 777 Family Restaurant, Mona Lisa Nail and Spa and Fat Panda Vape Shope all opened their doors within the past few years.

“It’s booming,” he says, “and there are new businesses moving into the area all the time.”

With that in mind, Groshak is confident people in the residential suburb are sure to benefit from her wide selection of products, most of which are Canadian-made and fair trade items from Nepal.

At times, customers have mistaken her boutique for a consignment store but, so far, she says the overall response from people in the area has been positive.

“It’s a tough area, and the mindset around here is thrift,” explains Groshak. “But they love it. They can’t believe I’m here.”

leesa.dahl@freepress.mb.ca