By Tamanna Bhasin

As customers step through the doors of Toronto’s Made You Look, they’re immediately enveloped in a whirlwind of activity—a symphony of colours, the comforting background buzz of artisans at work, and the gentle hum of people exploring the treasures on display. This isn’t just a jewellery store; it’s a sanctuary of warmth and imagination, where every corner pulses with the joy of creating wearable art.

At the heart of it all stands owner Sarah Dougall who, upon graduating from George Brown College’s jewellery arts program, had initially planned to embark on a career as a jeweller. Yet, recognizing the collective talent and potential of her fellow classmates, Dougall switched gears. In 2001, she took a bold leap and opened the doors to Made You Look—not just as a store, but as a platform for artisans to showcase their craft and connect with a community of like-minded individuals.

A community model

Made You Look’s innovative business model allows jewellers to rent benches at the store, paying a monthly fee for access to top-notch equipment and workspaces. Here, they are given the opportunity to craft their creations with convenience and showcase their work both in-store and online. Operating on a flat fee basis with the store taking a commission on sales, this setup encourages artisans to thrive while maintaining autonomy over their business endeavours. Dougall fondly refers to the participating jewellers as “free agents” able to conduct business outside the store as they see fit.

As she explains, “I decided that what I wanted to do was create an environment like a stepping stone, allowing jewellers to go straight from college into the real world and to expose our unique, handmade, one-of-a-kind, artisan, experimental work to the public with as few barriers as possible. People knew what I was up to and wanted to be part of this atmosphere. So, right from day one, there were 12 benches, and essentially 12 jewellers paying a monthly fee and producing jewellery here.”

While much has changed since the initial bench rentals, the core values of the business have remained the same. “The business has evolved and morphed and changed to meet the needs of the world, but essentially the theme is that our store represents over 100 local jewellers and 20, at this point of time, self-employed jewellers on site,” Dougall says.

Customer experience

The ethos of a collective artistic community extends into the store design, where Dougall aimed to fashion a space for customers to immerse themselves into the jewellery-making process.

The store hopes to foster an elevated experience by seamlessly blending the ambiance of a high-end gallery with the welcoming atmosphere of a boutique. The display cases bear mention to the individual designers behind the jewellery, while the eccentric furnishings imbue the space with character and charm—inviting customers to feel comfortable enough to interact with the pieces on display.

“We’ve tried to find a way for the public to engage with the jewellers and for the jewellers to engage with the public, without it being too invasive for the jeweller. They’re doing fine work—they can’t be startled, they can’t be snuck up upon, their items need to be safe when they’re at the bench,” she notes. “We used mirrors to allow the public to see a maker at the bench. You can hear and see makers at work, and we’ve incorporated some of our industrial equipment right onto the gallery floor. There’s no other type of retail environment that would be quite like this.”

Unique pieces

Under Dougall’s support and encouragement, designers who work with the store are able to create distinct pieces that prioritize craftmanship and materials over trends. The store’s philosophy is firmly grounded in the unique, a sentiment that contemporary customers appear to prefer—reflecting the rising appreciation for curated jewellery collections highlighting individuality and artistry.

This focus on bespoke designs taps into a significant market demand for pieces that stand out from mass-produced alternatives. “It’s a cool sort of captive audience that we are attracting and over the years, the demand for unique has increased. In the early days of running my business, it felt like I needed to convince people that this was a viable option. Those days are long gone now,” Dougall says.

At Made You Look, every piece tells a story, reflecting not only the skill of its creator, but also the spirit of collaboration and camaraderie that defines the store’s unique space. Those who enter through its doors will find more than jewellery, they will discover a celebration of craftsmanship, and love for the creative process of jewellery artistry. As Dougall says, “A large portion of the population values individualism.”