Costume shop owner knows psychology of dressing up
If there’s a caped crusader at a movie premiere or an Elizabethan-era dilettante at a party, there’s a good chance the getup came from Victoria Costumes.
Charlotte Rennison, a Camosun alumni with an associate degree in psychology, is the business’ owner. Her understanding of the human psyche is the reason her business has succeeded. “We all wear masks,” says Rennison.
Live theater performers wear costumes and become the character, shamans don a cowl to invoke a forgotten deity, and a superhero like Spider-Man is nothing like their secret identity. Peter Parker is introverted; but once in the red and blue, he’s a wisecracking web-slinger. Batman is a brooding character and Bruce Wayne is his act... or is that vice-versa?
Rennison can tell you all about the neurosis of these characters. “Psychology factors in huge to this business,” she says.
Just when she thought her education was done, Rennison returned to Camosun to become a certified mental health worker. But after the birth of her daughter, she questioned returning to a regular job. After seeing how well her costume-lending business was doing, she realized the two lines of work actually go hand in hand. She can easily write a thesis all about it.
“The behaviour that's involved in it—once you put on a costume, you become someone else,” she says.
When she’s not busy costuming the masses, Rennison sits on the board of directors of many organizations that contribute to the local community. BC Children’s Hospital, Sidney Lions Food Bank, Cat’s Cradle Animal Rescue, and Women's Transition House are a sampling of the many places Victoria Costumes is a sponsor and supporter of.
With her busy schedule getting the business to where it’s at today, there oftentimes hasn't been a moment for her to rest or be with her family. But they are supportive and sometimes appear in the odd photo or video shoot to help promote her business.
"From the minute I wake up to when I go to bed, I'm working all the time," says Rennison.
Her home business was busting at the seams with a huge variety of costumes for all ages, ranging from Barney to Zelda, prompting her to look at renting out some commercial space.
While she does not design all her costumes, she can put an outfit together from bits and pieces. And when she doesn’t have it, she’s happy to direct clients elsewhere.
Rennison’s costumes have appeared in TV commercials like Victoria’s Masquerade Ball, the Belfry Theatre's Sinner's Ball, and are also featured in Victoria Conservatory of Music's recent poster campaign. In fact, she specializes in period costumes, such as attire from Marie Antoinette's reign.
Somehow, amongst all this, even with a husband and young daughter, she still manages to keep it all together.
"[My husband] gave up his privacy and our home so I could lay the foundations and build Victoria Costumes," says Rennison.
These days, she does have the opportunity to take breathers and spend time with her family. Previously, she put in a lot of time into promoting the business, using online social networking and participating in many community functions. Now she can sit back and the clients come to her.
Since her business came into operation, she has won the Crystal Awards for Business Excellence and the Chamber of Commerce's New Business of the Year award. With her operation being very busy all year round, she has now moved her home base to a storefront in Brentwood Bay with regular business hours.
And with Halloween right around the corner, the timing couldn’t be better.
CCSS Nexus promo