Business

Fashion royalty Ron White returns to his midtown roots

Ron White, left, fitting Jovana McDonald with a cashmere suede stiletto.
A FITTING SCENARIO: Designer Ron White shares a Cinderella moment with shopper Jovana MacDonald, fitting her with a cashmere suede stiletto like those he has added to Laureen Harper’s collection. MacDonald’s happy moment came during the May 23 grand opening of Ron White Shoes on Bayview Avenue.

It’s a sunny Saturday afternoon, and mere hours after its late-May grand opening, Ron White Shoes on Bayview Avenue is already popping.

A dozen customers mill about the North Toronto-based footwear designer’s new Leaside boutique, snacking on chocolate chip cookies, lemon cupcakes and butter tarts, sipping Perrier and, naturally, trying on shoes.

“Stephen Harper’s wife wore these when she met the Queen,” White comments as he helps Lawrence Park resident Jovana MacDonald try on a pair of cashmere suede stilettos.

When you’re meeting Queen Elizabeth II, you can’t wear open-toed shoes, so the closed-toe stiletto or sling back is perfect, he comments, pointing out the amber Swarovski crystals.

“They’re stunning,” MacDonald gushes. “The comfort level is insane, the style is beautiful and the glitter…”

A loyal customer, who estimates she’s been buying White’s shoes for nearly 10 years, then adds with an appreciative gasp: “You’re the best, Ron. The best in the business, my friend.”

White was only 23 and living in a basement apartment when he used a cash advance on his credit card to open his first store, near Yonge and Eglinton. He was in business there for 19 years before closing when the lease expired in 2012.

Leaside is his fifth boutique. He also has stores at Bayview Village and the Manulife Centre in Toronto, Sherway Gardens in Mississauga and in downtown Oakville.

Building on his education in fashion and practical experience selling orthopedic footwear, White decided to specialize in stylish, comfortable shoes that range in price from $200 to $1,000.

In recent years White has become fashion royalty. Testifying to his lofty achievements, a digital screen in the store cycles through photos of his many celebrity clients. Laureen Harper, wife of the Prime Minister, and former U.S. president Bill Clinton are there from the political world. Pop culture stars include singer Celine Dion and Kim Cattrall, of Sex and the City fame.

Yet he hasn’t forgotten his midtown roots, and attends to his newest customers as if they’re about to pose for the same magazine covers as his more famous ones.

“This is my pride and joy,” White said, holding up an English calfskin Italian leather riding boot like one worn by none other than Kate Middleton.

White said he was attracted to Leaside because of a clientele he believes can appreciate the “shoe party” experience, as illustrated by MacDonald’s visit on opening day.

“These people want to be able to walk to a little neighbourhood strip with their butcher, and their favourite dress shop, and their favourite coffee shop,” White said. “And now I’m hoping we’ll be their favourite shoe shop.”