Telus opens Vancouver flagship outlet for lesbians, gays
Caya, or Come As You Are, brand offers unique retail experience
BY SCOTT SIMPSON, VANCOUVER SUN OCTOBER 25, 2010 6:04 PM
Josh Blair (left) and Kenn Hamlin of Telus with the words of Pierre Trudeau on the wall, have opened a new retail store called Come As You Are, (CAYA) which caters to gay, lesbian, bisexual etc customers, were photographed at the newly opened store on Davie Street.
Photograph by: Ian Smith, PNG
VANCOUVER - Kenn Hamlin sat down with co-workers and community partners to rethink the Canadian retail market for mobile devices, and the result will be the envy of everyone who ever bought a cellphone at a mall kiosk.
The store, called Caya, opened last Friday at the corner of Howe and Davie streets in downtown Vancouver. It is the first of a new retail brand that Telus wants to open across Canada, designed by and for the lesbian, gay, bisexual, transgender and queer (LGBTQ) community – or anyone else who wants an upscale experience when they’re mulling a mobile purchase.
Caya, an acronym for Come As You Are, features 20-foot ceilings, designer lighting, exclusive designer accessories for phones, MP3 players, e-books and laptops, photo processing, cameras and other services — even a charitable endeavour — wrapped into a 1,700-square-foot space.
You can buy a phone, use the in-store lab to download and print your digital photos, or investigate other subscriber services on the Telus roster.
But perhaps the most novel part of the space is its flexibility — Caya has also been conceived as a space for grassroots-scale community events.
The display cases for mobile devices are on wheels, and can be adapted for use as tables in support of community functions, which are conceived as an ancillary use of the space. There are also two full-sized glass garage doors that can roll up to access a 350-square-foot patio along the Howe side of the store.
Hamlin, director of special projects for Telus, and the corporation’s internal LGBTQ marketing team and community advisers collaborated on Caya with partner groups including A Loving Spoonful, Out on Screen and Vancouver Pride Society.
“A lot of them are very grassroots and need a space that they can call home to do fundraisers — and we’ve been approached by a couple already to book a gay wedding in the summer,” Hamlin said during an interview Monday at the store.
“We kicked off Friday night with a grand opening celebration. The store was actually packed and the traffic [since then] has been very, very steady – and that’s prior to doing any major promotions, which we are about to embark on.
“If you look at that internally at Telus, we’ve had same-sex partnership benefits since 1994. If you look at how we have engaged in the LGBTQ community, from a community affairs and investment perspective, we’ve given over $1 million nationally to a number of LGBTQ organizations.
“There has been a long-standing partnership, and in listening to those people we were told that this particular space would be welcome.”
Hamlin is also proud of a feature called the ‘Giving Wall.’ Drop a $2 coin into a slot and the money goes directly to a program called Out in Schools, a program intended to make students safe from bullying and homophobia.
Giving Wall donors are recognized on video screens inside and outside Caya, and on a website, thisiscaya.ca.
“We gave them a $10,000 donation on Friday from our employee charitable giving campaign and are going to be donating $25 from every smart phone sold in the store through the end of the year to the program as well,” Telus spokesman Shawn Hall said.
A second Caya outlet is under construction on Water Street in Gastown and Hamlin said the company is looking at expansion to other markets across Canada.
“As the first store in what will be a retail chain under the Caya banner, you want it to be your flagship store,” Telus executive vice-president of human resources Josh Blair said. “You want it to be a store of statement and energy and emotion that establishes the Caya brand for years to come.”
All the Caya outlets will have a focus on the LGBTQ market sector, Blair said.
“I think there are three tiers to diversity. The first is that every team member at your company or every customer that does business with your company feels included.
“The second step is how do you build a company where you can attract and retain the best workforce. You want to build a workforce that’s better than your competition by welcoming everyone to your workforce.
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