How does an Organic Farmer sell Luxury Fur and Leather

Miel Bernstein, daughter to Snowflake Canada's founder, Rokie Bernstein isn't your usual Fashionista
By: Snowflake Canada
VANCOUVER, British Columbia - Oct. 17, 2016 - PRLog -- When Canada's iconic luxury outdoor apparel chain of boutiques, Snowflake, moves later this month to the city's newest epicentre of grandeur, beside the likes of Stefano Ricci and the Trump International Hotel and Tower, moving with them is Miel Bernstein, daughter to Snowflake's owner and founder Rokie Bernstein. The only thing is, Miel isn't like your usual fashionista. Miel was once strictly vegan.  She's an organic farmer, a permaculturist, a holistic food and wellness coach, a chef and on top of all of that, she runs an equestrian natural rehabilitation centre in the Fraser Valley. She is Snowflake's Communications and Media Director, but what could she have to say about selling furs and leather?

"There's a lot more to the fur and leather story in connection to animal welfareand being pro-environment than most people are willing to talk about", says Miel "and then there's the effect of faux fur and other man-made materials on the planet, and the alarming effects on our eco-systems due to crop farming without animals. It's not about fur or no fur, or leather or no leather, it's about harm. It's about choice. It's about balance. That's a conversation I want to have. When you discover what wearing a Snowflake design actually means and what we stand for, that's our edge on the marketplace. That's interesting. That's our heart, and that's worth shopping for." says Miel.

Today's luxury fashion trends see more designers creating pieces made from natural fibres and with locally, or nationally sourced materials, and in Canada that means more leather, wool, cashmere, cotton and fur.  Snowflake's founding principles were created on these very ideals thirty-seven years ago. Miel steps back into Snowflake as the communications and media director after a hiatus away to be mom to her two growing boys. "Snowflake may be a luxury brand, but our prices reflect more than an image. We pay our staff a living wage, we showcase our Canadian heritage by carrying local and National designers and we offer the highest quality, well made outdoor couture available in Canada", says Miel.

A brief history of Snowflake: They first opened their doors in 1979 selling Canadian handicrafts and clothes from a 400 square foot store in the basement of The Sundance Mall in Banff, Alberta. Snowflake sold the first ever Paula Lishman knitted fur, supported companies like Lyn Leather, Norma and Jinx, Gabriel Levy, Annie Choinard and Cheryl Straby. In 1980, their second location opened up in the Banff Springs Hotel. In 1987 Snowflake expanded into BC, with a store at The Landing in Vancouver. They opened in the newly built Chateau Whistler in 1989. In 1993 Snowflake opened what was for 17 years, their flagship store in the Hotel Vancouver on West Georgia.

Snowflake has been part of the Canadian fashion landscape for thirty-seven years. This October the Bernstein family brings their iconic Canadian brand to the Coal Harbour luxury landscape for Vancouverites and global fashion tourists to delight in. Please join us as we open our new store at 1135 West Georgia Street later this month with a grand opening to follow. The Snowflake team are bringing founder Rokie Bernstein's vision out to a new generation of shopper, bringing conscious conversation to the couture of outdoor glamour known for leather and fur.  As the city moves, so does Snowflake.

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Miel Bernstein
Tags:Vancouver, Fur, Organic Farmer
Location:Vancouver - British Columbia - Canada
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