Deb’s Shoe Gallery looks back on 10 years of business, setbacks, and success

After navigating growth, relocation, and the uncertainty of COVID-19, Deb’s Shoe Gallery is celebrating 10 years of serving the Sarnia community.

For the past decade, Deb's Shoe Gallery has quietly built a loyal following in Sarnia by focusing on something simple: making people feel comfortable, welcomed, and properly fitted from the moment they walk through the door.

Owner Deb Hartwick opened the store on May 2, 2016, after spending 10 years working in the shoe industry and seeing an opportunity to create something more personal.

“I decided to venture out with a new ladies shoe store that was based on providing good quality and excellent brands for customers,” Hartwick said.

The original shop opened at 1119 Lakeshore Rd. in a much smaller building than the current location, but Hartwick said it was the perfect place to begin. From the start, the store focused on brands known for comfort and support, including Rieker, Remonte, Naot, Mephisto, and Skechers.

But beyond the shoes themselves, Hartwick said the real focus was always customer care.

“Most importantly, we were here to help find each person who walked in the door the fit that best suited their needs and to provide customers with a warm, friendly atmosphere,” Hartwick said. “We always prided ourselves on taking the time to listen to the needs of each person and provide them with the best fit possible.”

That personalized approach quickly helped the business grow. Over time, Deb's Shoe Gallery expanded its inventory to include brands such as Taos, Ecco, Ara, Finn Comfort, D’Jango, and Juliette as its customer base continued to build through word of mouth and repeat visitors.

“After a few years of building a good reputation and client base, we were able to add brands,” Hartwick said. “Deb's Shoe Gallery was growing and was starting to run out of space.”

That growth eventually coincided with major redevelopment plans in the plaza after the owners of Sunripe purchased the property and unveiled plans for expansion.

“We were thrilled to be a part of this new expansion,” Hartwick said.

Then came COVID-19.

Hartwick described the pandemic as the biggest obstacle the business has faced in its 10-year history. As construction on the new location moved forward, uncertainty, shutdowns, and constant changes created stress for many local businesses.

“It was a scary time for everyone with all the shutdowns and all the uncertainty that followed,” she said.

For three months, the store temporarily relocated across the street beside the LCBO while the original building was removed. Hartwick said the team received the keys to the new location on Dec. 24, only for another provincial shutdown to arrive two days later.

“We took this time to move back into the new building, design and set up the new store and with the community’s support, we reopened and we survived COVID-19,” she said.

Over the years, Hartwick said supporting the community has remained an important part of the business. Deb's Shoe Gallery has contributed donations to organizations including the Women’s Interval Home, The Inn of the Good Shepherd, The Vineyard, Imperial Theatre, and Noelle's Gift.

The store was also awarded the Go Green Award for Small Business Stewardship by the City of Sarnia in 2018 and has received multiple nominations for Outstanding Customer Service Awards through the local chamber of commerce. For the past six years, the business has also earned “Best in Shoes” recognition through CommunityVotes.

Still, Hartwick said the biggest reward has been the loyalty of customers who continue returning year after year.

“We do find ourselves saying we don’t sell shoes, we fit them to the best of our ability and if the shoe fits, then wear them in comfort,” she said.

Looking back on the past decade, Hartwick described the milestone as deeply meaningful for both the staff and the customers who helped sustain the business through changing times.

“Being open for the past 10 years has truly been a pleasure,” she said. “It’s because of our entire team and every one of our ladies who have walked into our store, been pleased with what we offered to them, told all their friends and family, continuously came back knowing they would find the perfect pair and the perfect fit that we are still proudly here to this day.”

“As for our future,” she added, “we will always be looking for good quality products and will always give you the best customer service.”