Turnabout Style Talks with Deanne Schweitzer
Turnabout Style Talks with Deanne Schweitzer
This week Susie sits down with @turfliving co-founder and wellness advocate Deanne Schweitzer to chat Kits, girl boss brass tacks (and that killer avocado toast!)
OK so Deanne – we’re hanging out at TurF, as we’ve done many times before, but today we get to talk about just YOU. You are such a humble beauty - but I’m here to tell you don’t fight the spotlight!!! (laughing)
That is a major compliment coming from you, Suz. I’ve been inspired by your style and energy for years.
And I have to say it’s as though you’ve conjured this space from a dream because TurF is exactly what Kitsilano needed. And yes I live here and yes we’re girlfriends so I’m deeply biased, but we both know people who come from as far as West Van to work out and connect here. That must feel pretty cool…
My sister and I travelled a lot while working at Lululemon and TurF was what we were always on the search for… so we created it ourselves.
Well and it’s rad that TurF is referenced as a modern community centre. The concept of community is such a brass tack for what we do at Turnabout so I love that. Was that a key focus from the start?
That was our mission. And the fact that people saw that without us having said it really makes me happy. As my sister says, we grew up with our mom working in community centres – so those were happy places for us. We felt the concept needed modern classes, healthy food and great coffee.
The coffee is ah-mazing! And it’s like a one-two punch when someone tells me they’ve just shopped at our 4th Avenue Turnabout a few doors down, then come here for a sweat and an energy ball…
Honestly having such amazing neighbours that’ve become part of our TurF community has been a huge bonus. What a great street W. 4th is, right? I love that we are a part of it.
And do you realize I’m indebted to you for convincing my little Gemma that it’s cool to eat avocado toast with pumpkin seeds and pea shoots on top? (laughing)
That was my sister! And I agree with Gemma.
And your retail selection is this sweet spot intersection of useful and mad stylish. Is curating the shop one of the raddest parts of what you do?
It comes from a place of buying quality product that will last a lifetime in your closet. Classic, cool, beautiful. Those pieces you want to have forever. I am always on the hunt - and I love local.
How about challenges. I know that with my work people understandably just see the fancy stuff and the fairy dust. What they don’t see is me schlepping a ginormous mannequin down an alley on a rainy Sunday night after a shoot. What don’t we see that’s tough for you?
Oh man. Last summer baking in the back for 10 days straight because we had a shortage of people. My sister cooking for the same reason. It isn’t tough because we love it and we have a lot of other stuff on our plates – but sometimes everything piles up.
I live in my ant logo TurF sweatshirt. Tell me about that brand origin.
I’ve always had this thing with ants. They work hard. They work together to build something way bigger than themselves. To me they’re a great example of what a community can do when there’s a common vision and everyone can contribute.
Through my lens, your style is this kind of dressed-up, dressed-down take on California casual. But how do you see it?
I see myself no longer compromising on quality and comfort. I like to be ready to go for a walk, a TurF class or go to Nook for dinner at all times!
I am obsessed with this pale grey Stella (McCartney) blazer you’re wearing right now - and I know did NOT come from Turnabout because I would’ve snapped it up first (laughing), but I promise to keep an eye out for your next one. Deal?
Definitely! Deal. I’m in love with this new sharing economy. I get such a thrill out of sharing clothes. And I love Turnabout so much for making that possible on a huge scale. There’s such a surplus of amazing clothes in Vancouver and fashion is really about owning your style - not owning 100% of this year’s new collection.
Nailed it! I have adored you for 20 years, Dea. Please keep being a girl crush for all of us!
I love that Turnabout and Turf have connected us in a new way. Thanks so much, Susie.
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