Friday, February 7th, 2025

An entrepreneur with a big interest in all things local has set up shop in the village with a big heart.

The signature item in Reg Sheffield’s new Mill Street store is the Croimor apparel.

Croimor is Gaelic for big heart, for which the village was named, and is a new brand developed by Sheffield specifically for the new Creemore location of Niagara Escarpment Outfitters.

It is a spin-off of the Collingwood shop of the same name, open since 2012.

Sheffield said he chose Creemore for the second location because it’s vibrant and receptive.

Sheffield carries and promotes products from the region.

He said his focus is on products from the Niagara Escarpment, from Manitoulin to Niagara Falls.

“I look at local as a little broader than what we’ve traditionally thought of as local and the reason is, I am appealing to people who maybe can’t get up the escarpment,” said Sheffield. “I am promoting the region as opposed to just specifically Creemore… You have to look a little broader because we are on a global map for tourism.”

He stocks many different locally made products made by more than 30 partners.

The Creemore store is carrying knitting, beeswax products from Owen Sound, Manitoulin Island preserves and furniture made from reclaimed wood from central Ontario and built by local people.

Sheffield has developed several brands, including Little Rocks, a Canadiana line for children.

He has partnered with local companies to develop products emblazoned with the Croimor logo, including the shirts and Creemore Coffee Company. He said he is also working with Leishman Pottery to develop a line of products.

Sheffield said the impetus for opening the businesses was his success in pitching the idea at a Dragon’s Den event hosted by the Meaford Chamber of Commerce in 2010. He emerged as one of six finalists.

A former career coach, Sheffield said his success can also be attributed to a decision to take his own advice to follow his dreams to open a store.

He also has a commercial cleaning business so while he does work in the stores, he has a staff to take care of the day-to-day operations.

During the holiday season, Niagara Escarpment Outfitters, located at 146 Mill St., will be open Tuesday to Sunday.

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