We were lucky to catch up with Nubia Merriman recently and have shared our conversation below.
Alright, Nubia thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Growing up, fashion always felt like second nature to me. My parents, particularly my father, were deeply immersed in the world of streetwear and hip-hop culture, and they always had me dressed to reflect the occasion. From an early age, I developed a love for how clothing could make a statement, express individuality, and bring people together. I pursued my passion for fashion academically, earning credentials that gave me the tools to understand the industry. Still, I never imagined that one day I would open my own store. Yet, the idea of sharing my vision for style and culture with others has always been a quiet dream waiting to materialize.
The opportunity to go into business with my father felt like the perfect alignment of my upbringing and aspirations. My father, a true pioneer of streetwear culture, had been out of the business for nearly 25 years. Bringing his experience and wisdom together with my fresh perspective on fashion was not only logical but incredibly meaningful to me. It was a chance to honor his legacy while creating something entirely new that spoke to both our strengths. Fashion is more than clothing—it’s about storytelling, culture, and connection. Together, we aimed to create a space that embodies those values.
When I decided to open a store, I wanted to solve a problem I felt other retailers weren’t addressing: a lack of thoughtfully curated, high-quality streetwear at price points accessible to a wider audience. Many stores lacked the personal touch, focusing more on trends than authenticity. My goal was to create a space where customers not only shopped but felt seen and valued—a boutique that celebrated the essence of street culture and hip-hop without losing its roots to commercialization.
What excites me most about running this store is the customer experience. There’s nothing more fulfilling than seeing clients happy, raving about a collection we thoughtfully curated, and returning with friends because they’ve found something special in our boutique. I thrive on the process of merchandising the store, ensuring it feels fresh and exciting every time a customer walks in. For me, fashion isn’t just about the clothes; it’s about the feeling—helping people look and feel their best while connecting with a culture that resonates deeply with them. At the heart of it all is our commitment to customer satisfaction. Ensuring that every client leaves happy is what drives me and fuels my passion every day.
This endeavor is more than a business for me—it’s a blend of heritage, passion, and problem-solving that allows me to honor my father’s legacy while carving out my own path in the world of fashion.
Nubia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
**Meet Nubia Merriman: The Vision Behind BDRCK**
My name is Nubia Merriman, and I am a proud Black female entrepreneur and the owner of BDRCK, a family-owned streetwear boutique. Our boutique is more than just a store—it’s a space rooted in the belief that streetwear isn’t a passing trend but a culture deeply embedded in the fabric of the clothes we wear and the stories we tell. At BDRCK, we aim to create an environment where all clients feel welcomed, celebrated, and free to express their true, authentic selves without fear of judgment.
Our mission is simple yet powerful: to offer thoughtfully curated products of exceptional quality, chosen with intention and care. Each item we stock is selected based on its quality, brand legacy, and affordability, ensuring our clients receive the best in every aspect. Whether it’s a statement piece or an everyday essential, we aim to provide products that resonate with the culture and lifestyle of streetwear enthusiasts.
My journey into the industry wasn’t something I initially planned. While I’ve always had a love for fashion, the idea of opening a store blossomed thanks to the mentorship and influence of my father. A pioneer of streetwear culture, my father ran several successful businesses in Toronto and has been instrumental in guiding me through the process of launching and running BDRCK. His experience, combined with his passion for street culture and his emphasis on customer satisfaction, has laid the foundation for our boutique. I am incredibly grateful for his mentorship, which has been a cornerstone of my journey.
I studied Fashion Management at George Brown College, where I was on the honor roll. My education gave me a strong foundation in the business side of fashion, teaching me everything from inventory management to customer experience strategies. But the true heart of BDRCK lies in the lessons I’ve learned from my father—about the importance of staying authentic to the culture, fostering meaningful connections with customers, and running a business with integrity and passion.
What sets BDRCK apart is the space we’ve created for our clients. This isn’t just a store—it’s a community. We want our customers to feel valued, inspired, and understood. When clients rave about a collection or refer their friends to us, it’s a testament to the work we put into curating quality products and providing unmatched customer satisfaction.
I’m most proud of the environment we’ve built and the connections we’ve fostered with our community. BDRCK is more than a business; it’s a celebration of streetwear as a lifestyle and culture. Our journey is just beginning, and I’m excited to continue growing, learning, and sharing this passion with our clients. To anyone stepping into our boutique, know that you’re not just shopping—you’re becoming part of a legacy that honors the roots of streetwear while embracing its future.
Can you share a story from your journey that illustrates your resilience?
Running a brick-and-mortar business is no small feat. Every day presents a new challenge, whether it’s navigating the complexities of dealing with suppliers, adapting to shifting retail trends, meeting the ever-changing demands of clients, or balancing the weight of an unpredictable economy. As the owner of BDRCK, it often feels like you’re playing a constant game of catch-up, trying to grow inventory to meet sales goals while never feeling like it’s quite enough. Yet, I believe that resilience is about showing up every day, no matter what, opening your doors with a smile, and putting your best foot forward.
One of the lessons my father, a seasoned entrepreneur and my mentor, always reminds me of is, *“Let tomorrow’s problems be tomorrow’s worries.”* This philosophy keeps me grounded, especially during the tougher seasons. In retail, dips in sales are inevitable—it’s part of the ebb and flow of the industry. You learn to weather these dips, knowing that as long as you’ve given your best effort, that’s all that matters. Getting up each day, despite setbacks like loan rejections or grants that don’t materialize, and continuing to push forward is, to me, the true definition of resilience.
Resilience isn’t about making the challenges disappear; it’s about learning to navigate them while staying focused on your goals. Over time, I’ve realized the importance of understanding my clientele—knowing what sizes, styles, and products resonate most with them. This knowledge has become the formula for my store’s success. But success in retail today requires more than just a physical storefront. Diversification is key. I’ve learned to explore multiple streams of income to ensure stability, whether that’s through e-commerce, special collaborations, or community events that connect us to our clients in meaningful ways.
What keeps me going is the support system I’m lucky to have. My father’s wisdom, my team’s dedication, and the encouragement of loyal customers make the journey less daunting. While the challenges of running a business never truly go away, they do become easier to face when you know you’re not in it alone.
Ultimately, resilience is about persistence. It’s about showing up every day and finding joy in the process—whether it’s seeing a customer light up when they find the perfect piece or knowing that you’ve curated a space where people feel valued and celebrated. Retail is not just about selling products; it’s about building connections, and that’s what makes it all worthwhile.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
One of the hardest lessons I’ve had to unlearn as a store owner is that not everyone has the same intentions or values as you. When you open a store, you naturally want to build relationships with your clients and trust that they will honor the mutual respect you’ve worked hard to cultivate. However, I’ve learned that it’s okay to approach certain situations with a healthy dose of skepticism—because not everyone operates with the same heart or integrity.
Early in my journey, I made the mistake of extending credit to a long-term client who had been a loyal customer for years. I trusted that their history with the store would mean they would respect the terms of the credit offered. At the time, I thought it was an act of goodwill and generosity to help a customer in need. Unfortunately, that trust was misplaced. They never repaid the credit, and despite my attempts to follow up, the relationship soured.
It was a tough pill to swallow. I realized that my desire to be kind and accommodating had left my business vulnerable. While I don’t regret wanting to help, I now understand the importance of setting boundaries and putting measures in place to protect the store. It was a painful reminder that generosity, while a virtue, must be balanced with practicality when running a business.
This experience taught me that trust is something earned and maintained, not something to give blindly, even to long-term clients. I now ensure that all credit or special arrangements come with clear policies and boundaries. While I still strive to provide exceptional service and care to every client, I’ve learned the value of protecting my business first.
Ultimately, this lesson has made me a stronger and more discerning business owner. It’s also reminded me that setbacks are opportunities for growth—and that even in moments of disappointment, I can recalibrate and move forward with wisdom and grace.
Contact Info:
- Website: https://Bdrck.inc.ca
- Instagram: Bdrck.inc
- Facebook: Bdrck.inc
- Linkedin: https://www.linkedin.com/in/nubia-ashante-43120929b
