The beauty of independent retailing

Jennifer Grimm, Founder of Edmonton AB-based LUX Beauty, was honoured for her achievements and success as an independent retailer

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Council of Canada (RCC) wholeheartedly recognizes the unbelievable passion and talent of Canada’s retail entrepreneurs, and the value of the contributions that they make toward the country’s economy, the lives of consumers in every province and territory, and the evolution of the retail industry. In fact, every year the association recognizes one individual with its Independent Retail Ambassador of the Year Award at the annual Excellence in Retailing Awards gala. And, marking yet another milestone in her already storied career, the 2024 honour went to Jennifer Grimm, the Founder and President of cosmetics boutique LUX Beauty.

Looking after the customer

Described by Grimm as a “wonderland of indie brands, expert guidance, and customer delight that lets your inner light shine through”, LUX Beauty was founded in 2000 in Edmonton, Alberta and has become well-known through the years for its offering of a curated collection of high-performing beauty brands in skincare, body care, haircare, and cosmetics, many of which are organic and cruelty-free. She’s also shown time and again the strength of her innovative entrepreneurial spirit, daring to venture into the world of online retailing when it was untested and unproven terrain, and shortly thereafter becoming one of the world’s earliest adopters of mobile self-check-out technology within her store. However, according to Grimm, it isn’t these strokes of business that sets LUX Beauty apart from most others. Instead, it’s about delivering what the customer is looking for.

“Why do people shop?” she asks. “They’re looking for connection, a solution, or inspiration. And that’s what we’re here to provide. We want to find out from our customers what their unspoken needs are, and then figure out what we can do to really deliver delight to them. Our entire team understands how excellent, personal customer experience elevates a shopping trip to a truly exceptional experience. We’re all really passionate about creating that connection with our clients, allowing them to feel seen, and providing them with incredible guidance that helps them shine. It’s unbelievably fulfilling work that we all really love to be a part of.”

Grimm also serves as a mentor to many of her staff, sharing her wealth of business experience, guiding them and helping them shape and build their own businesses. As a result of the consistent offering and experience that Grimm has developed for LUX Beauty, she’s also earned the trust of those within the local community, becoming part of the fabric of the city of Edmonton.

She’s an incredibly hard worker, too, and doesn’t seem to ever miss a beat. And all the while, she’s also managed to lead the business to salesper-square-foot that are roughly four-times the industry average. So, one might ask themselves: what’s the secret ingredient that Grimm possesses that differentiates her and LUX Beauty Boutique from most others operating around her. The answer is simple, yet profound.

“I really have a lot of fun doing what I do every day,” she beams. “Having fun is what has, for two decades, attracted to my team the most talented, inspiring ladies who are all extremely passionate about creating delight and doing so excellently. Having fun is what compels our clients – the most interesting, admirable array of people – to leave their houses and come to LUX and weave us into their lives. There’s always a new idea, experiment or creative challenge. And I get to dive in with some of my favourite people. I love my team. I love my community. I love this living laboratory that is retail.”

Worthy recipient

The recognition that Grimm’s received from the association has been applauded by many within the industry. It’s very much a deserved accolade on the heels of 20-plus years of delighting customers of her store and enhancing the lives of those within the community that LUX Beauty Boutique serves. And, there are few who have been as enthusiastic about the honour of winning the Independent Retail Ambassador of the Year Award than RCC President and CEO Diane J. Brisebois.

“We are honoured to recognize Jennifer Grimm as the Independent Retail Ambassador of the Year. Her innovative approach to retail, coupled with her dedication to community engagement, truly embodies the spirit of this award. She’s proven to be an incredible ambassador for her store, the city of Edmonton, and Canadian retail, setting standards that others around her can look up to and strive to achieve.”

Visit the official RCCSTORE24 Conference website to view a full list of past winners of the Independent Retail Ambassador of the Year Award, or for more information about Retail Council of Canada’s Excellence in Retailing Awards of Distinction Program.