Small business spotlight: Weft and Whorl  

The name of owner Kaitlyn Fortier’s business says it all. Weft and Whorl specializes in vintage clothing, but more specifically, “quality neutral basics,” says Fortier.  

“The meaning ‘weft and whorl’ is a play on words for the way fabric is created. Fabric is made up of warp and weft, and my artwork is based around that, so I came up with the name from there,” says Fortier.  

Weft and Whorl is a one-woman show, being Fortier’s full-time job, consisting of many levels of organization, sourcing and posting inventory and content on Instagram and Etsy.  

Weft and Whorl was created on Instagram in 2017, but the account was originally designed to showcase Fortier’s creativity through paintings.  

“At the time, I was also thrifting really frequently and thought it would be fun to take aesthetic photos of my vintage finds. Then, I eventually started getting messages to buy the clothing. After a while, I was able to make enough to live off it, and it became sustainable for me to continue,” says Fortier.  

Shopping at Weft and Whorl  

Danyel Wheeldon, owner of Northwood Originals, found Weft and Whorl’s aesthetic appealing and had a similar style.  

“When I stumbled across Weft and Whorl, I was immediately drawn to Kaitlyn’s sense of style. Cozy, unique knits, vintage denim and timeless pieces are all up my alley,” says Wheeldon.  

Wheeldon has been a repeat customer of Weft and Whorl, adding many vintage items to her wardrobe.  

“I think I’ve added quite a few staple pieces to my wardrobe since finding Kaitlyn a few years ago. I have a corduroy button-up, green overalls, two wool sweaters and a cotton sweater,” says Wheeldon.  

Jayme Freeman purchased a 1990s slouchy wool-speckled grandpa knit sweater on Weft and Whorl’s Etsy.   

“My sweater is perfect. I accidentally took a nap in it due to the coziness levels,” says Freeman.  

Overcoming challenges  

Starting a small business comes with many exciting but sometimes challenging events.  

“I don’t have a background in marketing, so it’s been a big challenge navigating how to market a new Instagram business that didn’t exist at the time, with no support or learning resources. It’s still a challenge navigating this as social media platforms change constantly, and being the only person on my team, balancing it all takes a lot of work and time,” says Fortier.  

Photo credit: Isabella Disley  

Filling student demands and serving demographics  

Fortier searches high and low for the next Weft and Whorl treasure as she goes to thrift stores, markets and garage sales.  

When catering to potential customers, Fortier ensures that quality and uniqueness are at the forefront of priority.  

“I sell quality basics that are timeless and versatile between many styles. They’re ideal for students who prefer quality pieces that will last a long time over trendy pieces that come and go,” says Fortier.  

Fortier emphasizes that all can shop at Weft and Whorl while noticing a demographic statistic.  

“I’m not exclusionary, but most of my demographic is people between the ages of 24 to 40,” says Fortier.  

Wheeldon finds Weft and Whorl’s Instagram welcoming and accessible.  

“My favourite thing about this business as a whole is that I was able to find a place that not only matches my style but helps in my journey of buying second-hand. Living in northern Ontario, we don’t have many thrift shops around, so it’s nice sometimes to have these online options,” says Wheeldon. “It also doesn’t hurt that Kaitlyn is a very kind and sweet person.”