We love a savvy business woman, so we were super excited when Joanna Track popped up to the fourth floor to tell us all about her latest venture, Dealuxe. Read on to learn more about this inspirational lady.
Joanna is the co-founder and CEO of Dealuxe. She has over 15 years experience in marketing, business strategy, branding and advertising.
After earning a BA in Mathematics at the University of Western Ontario and an MBA in Finance at Schulich School of Business, she worked in the marketing departments of a variety of companies including The Loyalty Group (AIR MILES) and Club Monaco, before landing at Ogilvy & Mather. Joanna built a career at Ogilvy over six years, working on key global accounts, including Amex, FedEx and SAP, doing everything from Brand Advertising to Direct Marketing to Web. Her stint at Ogilvy took her to New York City, where she worked for a year as an Account Director and honed her skills as a marketer, before returning to the Toronto office in the same role.
Joanna’s entrepreneurial spirit grew strong and in 2004, Sweetspot was born. Seven years, three websites (Sweetspot, Sweetmama, Sweethome), six newsletters, and over 100,000 subscribers later, Sweetspot.ca is the ultimate destination for Canadian women to stay in the know about what’s new and fabulous in their city. In July 2006, Rogers Publishing recognized this success and purchased a stake in the company, and then acquired the remainder of the company in early 2011.
Joanna has become one of the most well-known and respected digital entrepreneurs in Canada. She is often invited to speak at business and consumer events and is frequently featured in the media on entrepreneurial and digital business matters.
Where did your inspiration for Dealuxe.ca come from?
As a consumer I was always frustrated with the process of shopping in the US because of unknown duties, returns and shipping fees. I realized there was a gap in the Canadian marketplace to offer a premier online experience eliminating the barriers from shopping in the states.
What is your idea of a “savvy shopper”?
1. High and Low – someone who knows how to pair investment pieces with the trend of the moment.
2. Versatility – know how to wear one item in many different ways. Maximize your statement pieces.
3. Confidence – wear what’s right for you and avoid making impulse purchases just because something is trendy.
You were dubbed a “Yummy Mummy” by the Toronto Star. What are your fashion tips for moms?
Try to invest in items that fit well and are functional. For instance, a classic trench coat, like the Smythe Double Breasted Nylon Jacket, or a pair of dark denim skinnies like the Rich and Skinny Sleek Denim.
Accessorizing is also key. It can take your outfit from casual to chic in an instant.
What is the first section of the newspaper that you read?
The Style section! Followed by the business section, of course.
You have mentioned that your grandmother was a shopaholic. What is one trend of her era that you would be timid to try out? One that you would love to try out?
Trend to try: super glam style. Heels, red lipstick, dresses, etc. They knew how to dress to impress back then.
Trend to avoid: I would skip the fur fetish. That was very popular in my grandmothers’ day, but not so much now.
Fave spots to shop in Toronto?
Dealuxe, Corbo, Nyla, Joe Fresh and Gee Beauty.
Thanks Joanna, we loved chatting with you. Come back soon!
*We’re giving away $50 to spend on wonderful items from Dealuxe.ca. To win, tweet us @rockitpromo and tell us what you’d love to buy!
UPDATE: Thanks to all who participated. The winner is @kristinabreckon. Congratulations!