Episode Details

Pilgrim, the beloved Scandinavian jewelry brand, just hit a major milestone with its 11th Canadian store opening in Oshawa — signaling a bold push into Ontario and beyond its Quebec roots. With a smart, steady expansion plan of three new stores per year for the next three years, Pilgrim is targeting suburban hotspots where growing families and affordable housing create the perfect environment for discretionary spending. They’re watching how rising costs are reshaping consumer habits — younger shoppers still buy, but more thoughtfully — so they’re adapting by focusing on markets where income balances out with affordability. Meanwhile, their wholesale business is booming, retailers are stocking up, e-commerce is expanding, and in-store ear piercing studios are becoming a key draw — all pointing to a well-rounded, national growth strategy that’s both strategic and scalable.

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