Joel Ceausu – The Suburban LJI Reporter
It’s been around since the Cold War. Form and function varied a little; from multiple west-end locations to one, but more than 60 years of business savvy kept Jack & Jill running relatively smoothly for generations. But it’s not enough, as store owner Barbara Vininsky recently announced she will be closing its doors come June.
For decades her prime business traffic was during after-school hours, as parents and grandparents, carpooling kids en masse flocked to the shop specializing in school clothing that then morphed into the primary novelty, toy and collectible outlet for tweens in the west end and beyond. The latest jewelry craze, toutou, craft, or summer camp must-haves: this was the destination for legions of Montrealers.
The store has taken big hits in recent years, says Vininsky, 73, who took over operations from her mother Blossom, and has been working the store for half her life.
Pandemic measures, what she and others see as a less welcoming Queen Mary business artery, and finally, the reserved bus lane eliminating parking in front of her store during prime business hours combined for a perfect storm she could not weather.
“The numbers are just not there,” she told The Suburban. “How much longer can I push?” Vininsky says after plummeting pandemic sales and walk-in business, sales volume dropped an additional 25% since the bus lane was installed in 2022. The lane operates Monday to Friday 6.30 a.m — 9.30 a.m. eastbound and 4 p.m. — 6.30 p.m. westbound.
For months, she and employee Hazel stood outside steering customers away from trying to park curbside, alerting them to a small no-parking sign and pointing them to nearby streets. “If they didn’t find parking, they kept going,” she said. “This is exactly what we feared, what we told the city and borough would happen, over and over again. But they didn’t care. The city pays no credence to business. My customers aren’t going to pick up their kids, or wait for carpool then get on a bus and come over here to shop, right?” She knows several of her clients got expensive parking tickets. “They go home and shop on Amazon, or they head over to the big store parking lot or mall.”
The impact was immediate, but other issues endured, such as garbage collection, litter, graffiti, or presence of panhandlers and drug users on the block. “It just doesn’t feel as welcoming.” Add rising commercial rents and it’s even harder to operate a small, independent business. “The numbers are not there. It does not make sense anymore.”
Vininsky’s been here and in a previous location across the street for 35 years, every day meeting neighbours, talking to customers. She knew what good days and bad days were, adapted to competition with Amazon, eBay, Toys-R-Us; to COVID, and tried to adapt to parking restrictions. She says she’ll try to keep a website running so she can offer some special orders and delivery, but that’s in its infancy.
Snowdon city councillor Sonny Moroz called it “an immeasurable loss to lose a local institution that is made for and by local residents.” Many other businesses started up and failed over the years he says, “but this business has stayed and stood the test of time.”
He says small mom-and-pop-type stores are not incompatible with transit needs and social ills of a modern city, “but decisions are being made downtown that impact local streets, hoping these businesses will benefit from measures without consultation. This business owner knows what works on Queen Mary. People come from around the city to visit this store.”
He says the borough administration did not consider her “legitimate concerns about how a decision made without consultation will impact her bottom line, and now we see the bottom line is that the business is no longer viable here.” Moroz says the STM and mayor promised a study after a year to know the impact. “They said in a year we will know how it’s being impacted. There’s no study being done.”
The Suburban asked the borough of CDN-NDG about that promised impact assessment of the lane, parking changes, ticketing and any measures to mitigate said impact. Borough Mayor Gracia Kasoki Katahwa’s office referred The Suburban to the STM website for information.
Asked for precise information, the STM responded, quoting Katahwa (who is also an STM board member) from a press release about the Côte Saint-Luc Road bus lane, extolling the Queen Mary project’s “positive impacts… The measures taken on this key corridor have reduced travel times by almost 20% and improved punctuality, particularly westbound during the afternoon peak period, by about 35% for lines 51 Édouard-Montpetit and 166 Queen-Mary.” Pressed for details, the STM’s Isabelle Tremblay added that “some 60% of trips are made by bus on this route” and that there has been a reduction of travel time variability: up to 34%” along with a “decrease in customer complaints and comments.”
The Suburban also asked the Agence de mobilité durable about bus lane parking infractions, but the AMD offers no public data. The Suburban has filed an Access to Information request.
No information was provided by the borough or STM about merchant complaints or impacts on their operations. n