When we first opened up the shop in 2012 in St. John's, we knew that Christmas season would be really busy with locals, but my husband and I were asking what we were going to put in the store in the summertime and if we'd have to sell Newfoundland T-shirts or something like that, or CDs. As it turned out, visitors love the products, so we've really benefited from people from Ontario, from Quebec, from British Columbia and from Alberta purchasing things on their holidays, bringing them home, spreading the word and spreading the messaging that we're able to.... I believe firmly that we can start off with positive messaging to influence people. I don't turn my nose up at kicking doors down sometimes when I need to, but positive messaging and working my way into it is the way I like to start.
They have spread the messaging, and they've spread the products around. Then we get online orders and the comments say, “Our friends bought it when they were in Newfoundland and we saw it and liked it so now we're ordering it,” all through the country really.