Published in Caledon Living, Summer 2006:
Owners
Genie Hayward is celebrating the 10^th anniversary of the opening of The Ascot Room of Belfountain. While Genie is the sole proprietor, her mother Laura Hayward is her “right hand.” Other loyal assistants in the shop are Manny Santer, Sandy Adamson and Pat Steel.
     Genie built the little shop in its current location six years ago to fit in with the design aesthetics of the charming old homes and buildings in the village. Her commitment to local architecture was recognized in 2000 by the Town of Caledon with its Property Improvement Award.
Products and Services
The Ascot Room is a specialty shop for exclusive women’s outerwear. With 90 per cent of the stock coming from Europe, customers find lines available in only a few stores in Ontario. There are styles for all ages and preferences, from sophisticated classic elegance to edgy, unusual designs. The sizes available are generally from six to 16, with Cambio jeans and slacks starting at size four and the Lucia line fitting up to size 20.
     There are also hats by André, dress shoes by Hush Puppies and selections of jewellery. People can buy suggested complete outfits from head to toe, and know that the look will be a unique investment that can be worn for years.
     Customer service includes delivery of alterations as far as Toronto, and keeping track of all purchases. If a customer chooses something for a local social event, Genie and the others can advise if someone else has bought the same outfit for the same occasion. Buying at The Ascot Room assures you that you won’t meet someone else wearing your dress.
     Because the staff do not work on commission, the atmosphere is relaxed and without pressure. As a service, they will call regular customers when new shipments arrive. Their records of what was bought, in what size, let them suggest new items that can work with previous purchases. They will even take selections to some customers’ homes.
What’s Popular
“Cambio jeans from Italy are a big draw,” says Genie. “They’re all stretch and have real crystal details. They’re a fabulous fit.”
     Marc Aurel’s sportswear collection is classic with an edge, fitting real bodies but dressing up well. Lucia offers clothing to invest in. All the pieces are mix and match with some colours repeated from year to year to let customers build a fabulous wardrobe.
The Final Word
“The lines I carry are exclusive to me in a very wide area,” explains Genie. “We are totally a specialty store, but you don’t have to spend thousands to be valuable to us.”

By Gloria Hildebrandt