After a seven-year career working for a major airline, Helen Ng decided it was now or never when it came to her long-time dream of operating a women’s clothing boutique. And so she took the proverbial plunge, opening Coveted in Calgary’s Bridgeland district in April 2014. “You are not your work, and your work is not you,” she says. “You want to contribute to something that isn’t just a job. This store is a place for me to make a difference, to inspire women on both the level of fashion and of pursuing a dream.”
Helen says fashion is an area in which many women hone their confidence and find their identity. “I want a woman to be coveted, as that implies admiration,” Helen explains. “The coveted woman works out, she takes care of herself, she’s travelling. I’m selling these beautiful, casual pieces that contribute towards a coveted lifestyle, where women can be their best, look their best, feel their best,” she says.
