“Sheila’s clothing store has undergone many changes since it opened on Charlotte Street all those years ago,” Biren Patel says. It is named for his mother, who still works at the store. Biren manages the men’s wear department and the financial details and one of his four sisters, Rita, looks after ordering merchandise and day-to-day activities at the store. Father D.J., who passed away in October 2008, was the accountant up until 1998 when health problems forced him to retire.

Unlike immigrants who will spend years planning their departure to a country of their own choosing, the Patel family, along with many others, was expelled on 90 days notice in 1972. Parents D.J. and Sheila Patel had operated a wholesale fabric importing business in Uganda and their five children were enrolled in an English school. Back then; countries accepting refugees had a quota system. Because the Patels were British subjects, D.J. was sent to Canada to live. He arrived in Toronto “and they put him on a bus and sent him here, to Peterborough” recalls Biren who was 9 at the time he came to Canada in 1973.

Although he had worked as an executive in Uganda, D.J. was found a job in the plumbing business. The first few months in Peterborough he lived at the McGillis Inn (now the White House hotel). Coincidentally, the Patel’s first business was next door, on Charlotte Street above what is now Tribal Voices. When the rest of the family, who went first to England, arrived in Peterborough, Sheila began to work for Pulver’s doing alterations and making drapes for Bob Humphrey Interiors, Kawartha Carpet and Cherneys.

A few months later, in 1974, D.J. and Sheila opened their own business, moving downstairs to the main floor. In 1980 the new mall, Lansdowne Place, opened, and the Patels “took a huge step” and moved into it opening a large ladies wear store. In the ebb and flow of business, Sheila and D.J. opened a new men’s’ wear division and ladies wear shop in the newly built Portage Place. They expanded further in 1991 opening a third ladies wear store in Peterborough Square and a second men’s’ wear store in Lansdowne Place. Then in 1996 consolidated their stores, and renovated the Lansdowne Place store.

The Patel children all went to school in Peterborough and worked in the family business as they grew up, Biren says, but no one went on the payroll until they graduated from university. All five Patel children have a least one university degree and have careers in Peterborough, Ottawa, Oshawa and Toronto.

Biren says, “when we came to Peterborough we were one of the few coloured family here. It is tough starting out and not knowing many people and where things are. It is also very difficult to break into the retail business, as success is built on reputation, which he had yet to build. We stayed focused and continued to work hard.”

Today, Sheila’s is one of the most well established family-run stores in the province of Ontario. “We persevered and are into the second generation now,” Biren notes. Sheila’s and Classic Lane do their utmost to promote Canadian-made fashions. “You will find that 80 per cent of the items in the store are Canadian made. We try and buy as much Canadian as we can. We have sourced some really good manufacturers,” particularly the Ingenuity line of women’s machine washable jackets, pants and suits. “Some of our business relationships with the suppliers have continued since the first Sheila’s store opened and, like us, they are now in their second generation.” Classic Lane also features a men’s European-style casual line.

Although Dad, D.J., has passed away, “Mom will never fully retire. She loves the contact with people.” In the meantime, the second generation seems to be doing just fine.

Above and Beyond

As much as possible, we strive to offer the finest Canadian-made fashions. Every couple of weeks we have new shipments of women’s and men’s fashion and casual clothing. Our inventory never has time to grow tired.  Sales associates are polite and well-informed, attentive without being intrusive and are there to guarantee that every purchase, whether a scarf or a glamorous cocktail dress, is just perfect.

Customers come from all over; the USA; Vancouver; and Ottawa as well as locally. Rita and Biren know repeat business is important to any retailer; they continue to work hard for ever customer. “The other day, a long-time client called from Toronto. Her mother, a resident in a local retirement facility, was in need of some additions to her wardrobe.”

Biren drove the woman to the store and Rita looked after her personally, knowing her tastes from years of purchasing. This customer was treated like royalty, as if she was something special. And she was. A few days later, after custom alterations were made, everything was hand-delivered to a grateful customer. This Christmas and holiday season, drop by the bright and spacious store; sample complimentary refreshments; and, have your selection gift-wrapped while you wait. Consider a gift certificate as a stocking stuffer .Sheila, Rita, Biren and the entire staff will make you feel most welcome –and will keep the joy in the season for you and yours.