Transformation is underway for one of downtown’s gems

By Serena Lapointe
 
Kandice Izzard has been one of the friendly faces greeting customers as they walk into
5012 50 Avenue for the last twenty-three years. Fifteen of those years have been as the
manager of Caine’s Jewellers Ltd, and the previous eight were as staff for Sean David
Jewellers.
Earlier this month, Caine’s Jewellers announced that substantial changes were on the
way for the store. “I think we realized that after fifteen years, it was time to make a major
change. In the time I’ve been in that building, with the previous owners and the current
owners, not a lot has changed. It’s time to update the showcases and the whole layout.
As things get older, carpets and things, it is nice to get a refresh,” explained Izzard.
It is a lot more than just a refresh, though. The project being undertaken inside Caine’s
Jewellers needed the complete removal of everything inside the space. The showroom,
displays, flooring, and wall décor that customers have known is now long gone as the
transformation gets underway. It’s a shell of a building.
Izzard said that seeing things disappear was emotional. “I felt a couple of emotions
because I have been there so long. I felt both sadness and elation that change is
happening. You can see how empty it is. It’s bare walls. We posted a couple of pictures
on Facebook to show everyone.” She added that security is on-site for the entirety of
the project.
Izzard said they plan to create a collage with pictures from the project, starting with the
way it looked before, to the empty shell, to the work in process, to the brand-new
finished space, and will share it once everything is done, to show how much work went
into it. Until then, though, much of the work being done is hush, hush.
New colours? Secret. New floor plan? Secret. New décor? Secret. New displays? You
guessed it, secret. The staff want to keep as much of the change under wraps so that
when it comes time to reveal it, it will be extra special, and they are planning a worthy
celebration too.
One of the things that has been important is using the community as much as possible,
including hiring local contractors and tradespeople. “If we can, we’re keeping all of it
local, that way if something happens, we know we can deal with it right here. Even all
those mirrors that were along the sidewall, a local person took them. They were building
a dance studio in their basement for their young daughter. They were over the moon
with them,” said Izzard. “We’ve always been about community support. As a small
business, we rely on this community to support us. We’re not in the city where you have

a big population that can come and whatnot. So, we understand that the community
supports us, and we want to support the community as well,” smiled Izzard.
Caine’s Jewellers, as a business, is deeply rooted in family, so having a tight connection
to the community is not a stretch; it is a match. “Ron Caine is a third-generation owner.
His grandfather started the store in Rocky Mountain House. When Sean Robinson, who
owned Sean David Jewellers here, in this same store, was moving, Ron saw the
opportunity to expand into Whitecourt. Other jewellery stores have come and gone in
this town, and we are still here. We are grateful to the community for the continued
support,” said Izzard.
One of the changes they hope to make, and nearly the only tidbit Izzard would share,
has to do with accessibility into the store’s front entrance. “Right now, it’s not really
accessible for those with limited mobility. We are working with the town to see if we
meet the requirements for doing that there. Hopefully, we can revamp it.”
To help offset some of the costs of the building’s exterior changes, Caine’s Jewellers
was successful in snagging $7,740 from the Town of Whitecourt’s Vitalization Grant.
The image of what the proposed exterior will look like was included in a public Town
Council meeting and is attached. She credited Kevin at Doucette Exteriors Ltd with
helping them navigate the process. “He really helped facilitate that and worked with
Ron. It is community helping community,” smiled Izzard.
As for the rest of the details about the transformation at 5012 50 Avenue, mum’s the
word. “We are keeping it a secret. But I will say that I’m excited about the brand-new
showcases and the setup. I think it’s going to be fabulous. I think people are going to be
pleased with the outcome.”
When will it open? Izzard said they are hoping for the end of October. “As with anything,
though, there are hiccups along the way, so our hope and our dream is to be open
before December 1, and to be here for the community for Christmas. The crew working
on this with us have said they are going to work hard to get it done because they know
the importance of the season for retail. They know there are certain times of the year
where it’s important to be open.”
Watching the store come back to life is something Izzard is excited about, once it
reaches that stage. As of this writing, there’s a massive trench inside the main space as
they move water lines around. “It’s a good thing, you know? Without change, you die.
Everything becomes stagnant.”
In the meantime, Izzard said she and Cheryl are still around to provide customer
service. There is a temporary location set up in the Chamber of Commerce building,
where they are open from 11 am to 3 pm during the week at 4907 52 Ave, Unit #7, for
repairs and watch batteries. The store’s number 780-778-3302 is also active. “If you are

looking for something specific, reach out, but try not to leave it until Friday if you need it
on Saturday,” laughed Izzard. “We need a little bit more time right now, but we can
absolutely do it and are more than happy to. Just reach out!”