Riordon had previously worked with Hugo and Tracy Powell on the branding of their personal residence, Chelster Hall, a remarkable estate property on Lake Ontario. The entrepreneurial couple saw a unique opportunity in the retail sector, envisioning a fashion boutique that would inspire women to look and feel good about themselves. Riordon was engaged in the process from the early planning stages, providing brand development including the identity, tagline and primary messaging. Outcomes from this initial work informed the signage, marketing collateral, website, stationery, gift cards and product tags, retail bags and other in-store branding. The brand defined the personality of the vision and its expression from the store environment design to every touchpoint of the promised experience.