11/09/2020
Project HerStory Profile | Joannie Petroff
Owner, The Pebble Tree
https://the-pebble-tree-602373.shoplightspeed.com
The Pebble Tree began as a candle making hobby for Joannie Petroff in 2011, and when a retail space became available in October 2013, The Pebble Tree opened. Over the past seven years, the offerings evolved. Joannie says, “As time went on our services and offerings grew. From gifts to decor and paint. I was very fortunate to be trained by Annie Sloan herself, the guru of decorative furniture paint. With this new aspect of the store, we quickly needed more space.” In 2017, Joannie and her team moved to 248 King Street, their current home.
Eight months ago, it seemed as if the world stopped - and the uncertainty set in. Aside from owning The Pebble Tree, Joannie and her husband Chris also own Petroff’s Garage & Towing, a third generation company that celebrates 100 years in business in 2023. Joannie says, “The weight of responsibility was bearing down. All of our staff that rely on us to keep their livelihoods going. Could we do it? Was this terrible covid going to take everything from us that we have worked 25 years to build? The sacrifices that we have made over the years, and the things that we had given up to feed our family. Finally I mustered some determination, and told my husband that I wasn’t going to lose everything. I refused to let all of our hard work go to waste. It was hard enough on a personal level to give up so much. The most important thing was that everyone be safe, and healthy. Next was to dig in, and find a way.”
Petroff’s Garage was categorized as an essential business, but being in close contact with clients on a daily basis makes it an area of concern to keep staff safe, especially with the initial challenges of securing personal protection equipment. “Our struggle has been finding staff to keep up with the work coming into our shop. My husband worked 20 hour days for most of this year. Our staff went above and beyond working through this summer, and we are always grateful for them. Always.” Joannie says Chris has been a rock throughout, and continues on the family legacy in a way that does the name (and his family) proud.
The Pebble Tree was a little different. The main goal (like all small businesses who were mandatorily closed) was to keep afloat. Joannie spent many hours researching available avenues of government support and applicable regulations, but unfortunately many of them were not easily accessible to small business owners. It was difficult to find information on the requirements and protocols in the quickly evolving situation - which took many phone calls and emails to find out. Once Joannie was allowed to re-open The Pebble Tree with modified service, curbside pick-up, online ordering, shipping and delivery required Joannie to start building her e-commerce site at a rapid pace. “The biggest hurdle was finding a way to get the word out that we were still doing business. It really took all of the community to make that happen: family, friends and clients. I cried when the first online order appeared. I was flabbergasted, and so very appreciative. I have worked every single day since March 18, and I am so very thankful to be doing so. I really thought in the beginning that my business had ended. The love and support that our clients have shown for the Pebble Tree has been amazing. I made candles, and personalized signs all night, and packed orders all day. The store was turned into a shipping station. Many a day was spent at our backdoor with snow coming down waiting for customers to pick their orders up. Spending time talking to customers was wonderful, checking in with each other to see how we were all getting through this madness. I was also thankful for the phone calls, emails, Facebook messages and texts. How could I ever ask for more? I couldn’t,” says Joannie.
The Pebble Tree is currently open for walk in shoppers, as well offering alternative service - and abiding every health protocol and safety measure will not waiver in the interest of keeping everyone safe, and the store open. Joannie says, “There are many issues we foresee over the next year. Limits on inventory. Difficulty buying product. Extended shipping times. We recently found out that we are not able to order our signature gift bags for packaging. Considering this year, our motto is that above all else we are safe and healthy. We will pivot, and find another way.”
In April 2021, Joannie’s business will be expanding. A sister shop, DeFerrari Designs & Furnishings will be opening next year, in addition to changes at the flagship store. “We have some exciting things that are coming for 2021! We will be a full paint workshop store. Teaching all aspects of decorative painting for your home. We will still offer gifts, candles and decor.
DeFerrari Designs is my dream. It will be me-showcased in all ways. Our newest wall paint line Farrow and Ball will be following us to the new location. Accompanied by wallpaper, fabrics, and Kate our colour specialist. 2020 certainly has been a year to remember. I wish everyone health, happiness and love. We always send our best wishes to you, and I am forever grateful.”