When Bound to Be Fashion & Gifts held its grand reopening in Chemainus on May 9, it wasn’t just a retail event — it was a celebration of a woman who has made countless people feel beautiful, seen and welcome.
Amy Hughes, the shop’s owner and chief curator, greeted guests over snacks and laughter as they tried on outfits, browsed the shelves, and admired the newly renovated space. Hughes, whose cheerful manner and eye for style have become legendary in Chemainus and beyond, said the opening felt “like a rugby scrimmage” with guests spilling out onto the sidewalk.
“My cup is well and truly overflowing,” she said. “I don’t really have the words for it, honestly.”
The new store, just two doors down from her previous location on Willow Street, is already seeing more foot traffic. Hughes credits the large front windows and open double doors for creating a space that naturally draws people in.
With its airy layout, thoughtful displays and Hughes’s signature blend of fashion, gifts, cards, and cozy extras, Bound to Be is a space where people feel good, and sometimes even emerge transformed.
“People come in a bit morose,” Hughes said, “then they try things on and come out a different person.”
The renovation of the new shop was no small feat. The building, most recently a warren of offices, underwent a transformation too.
Internal walls were removed, plumbing and electrical systems redone, lighting redesigned and new flooring installed throughout. Hughes did most of the painting herself while still running her shop each day. The five-week project was fuelled by hard work, community support, and the helping hands of her husband and close friends.
“I really feel like I finally got into the building I always pictured I’d be in one day,” she said. “I had a vision and it actually exceeded what I expected. Which is such a lovely thing to be able to say.”
Her vision was clear.
“My biggest priority was to put light in here and completely change it so that when people came in, they felt good energy.”
The new name — Bound to Be — reflects both a practical and philosophical shift. Formerly known as Bound to Be Different Boutique Shop, the name was shortened to remove confusion with a similarly named local business, Beyond the Usual, and to better reflect the shop’s identity.
“I think ‘boutique shop’ was always a bit too up-market for me,” said Hughes. “I’ve always wanted it to be somewhere that everyone can come, no matter what your budget is. There’s something affordable for everybody in here.”
Though the shop sees plenty of tourist traffic in the summer months, Hughes has always focused on the local community.
“I’ve never really tried to push my business as a tourist business,” she said. “I’ve really tried to appeal to the local and island population and listened to what people are looking for.”
Hughes collaborated with Krystal Adams of the Chemainus BIA to rebrand, choosing a name that invites playful interpretation: bound to be… beautiful, bound to be… happy, bound to be… you.
The shop still offers a curated mix of cards, earrings, pottery, candles, fashion, bags and other stylish finds. Hughes focuses on products that are locally made or sourced internationally with care.
Debra Young, a longtime customer, found it hard to wait the five days Hughes was closed before reopening. When asked what makes the shop special, Young didn’t hesitate: “Amy.”
Another longtime customer with a colourful closet full of finds from the shop, Daphne Carlyle, praised Hughes’s personal touch.
“She knows who you are and she’s honest if something isn’t right for you,” Carlyle said appreciatively. “She’s not pushy. She’s amazing. If she tells you it looks good, you trust her.”
That kind of trust has been hard-won and carefully built over time.
Hughes first came to Canada 15 years ago with her husband Ian after spending time volunteering in a remote West African village. They visited Chemainus at the invitation of Ian’s godmother, who ran a seniors’ home. The couple stayed, secured working visas, and eventually ran the seniors’ home for more than three years. They fell in love with the town and decided to raise their family here.
Hughes’s journey into retail began in 2014, working for Dawn Geddie and Morgan Bristol at the original Bound to Be Different store. When they offered her the opportunity to buy the business, she jumped in. Quietly.
“For the first three years, I didn’t tell anyone I had purchased the business,” she recalled with a laugh. “People would say, ‘Oh, is Morgan not in today?’ and I’d say, ‘No, he’s just down the road at the auction house.’”
It wasn’t secrecy; it was humility.
“I’ve never been a ‘stand on the rooftops and shout about it’ kind of person. I think that’s stood me in good stead. I’ve just very slowly built people’s trust. I’ve had incredible loyalty ever since.”
Today, that loyalty is on full display in the vibrant new location of Bound to Be.
“If you’re having a bad day, you can come down here and spend some time wandering through a space that’s beautifully curated,” said Hughes. “There’s no pressure to buy. You can just chill out here but leave feeling better than when you came in.”
One nearby customer overheard Hughes and paused, mid-browse, calling out with a smile, “I’m eavesdropping — and yes! We do!”
