A Saint John Thrift Store's Mission for Inclusivity
A new thrift boutique in Saint John, New Brunswick, is making waves by dedicating its entire inventory to plus-size clothing, a direct response to the long-standing lack of fashionable options for this demographic. The store, named Just Plus Thrift Boutique, is the brainchild of owner Cheri Armstrong, who announced its opening on November 20, 2025.
Armstrong shared that the concept for this unique boutique was a long-held personal dream. She identified a significant gap in the retail market, where individuals seeking plus-size clothing, particularly in the second-hand sector, often faced limited and uninspiring choices. Her vision was to create a dedicated space that not only provides clothing but also fosters a supportive and positive shopping experience.
Filling a Gap in the Fashion Landscape
The boutique operates on a model that actively promotes sustainability through the circular economy of thrifting, while simultaneously addressing a specific consumer need. By curating a selection exclusively for plus-size individuals, the store aims to remove the frustration of sifting through standard-sized racks. This approach empowers customers to find styles that fit well and make them feel confident, a core tenet of the body positivity movement.
Cheri Armstrong's initiative goes beyond mere commerce; it is a community-focused effort to champion inclusivity. In a fashion industry that has been historically slow to cater to diverse body types, this boutique represents a tangible step toward change at the local level. The store provides a welcoming environment where shoppers can explore fashion without the stigma or limitation often encountered elsewhere.
Building a Positive Community Impact
The opening of Just Plus Thrift Boutique has been met with positive reactions from the local community. It stands as a testament to how small businesses can identify and serve unmet needs, creating a more inclusive commercial landscape. Armstrong's project highlights the powerful role that entrepreneurship can play in driving social change, promoting not just body acceptance but also the environmental benefits of shopping second-hand.
This venture in Saint John is more than just a new retail location; it is a statement. It signals a growing demand for and recognition of the plus-size market, encouraging a shift in how the fashion industry views its consumers. By providing a dedicated space, Cheri Armstrong is not only selling clothes but also cultivating a community where everyone is encouraged to feel good about themselves.
