Yellowknife (Feb 11/04) - The former executive assistant to past premier Stephen Kakfwi has become one of Yellowknife's newest entrepreneurs.

By George owner Rosa Proietto is bringing a fresh sense of style to Yellowknife. - Stephan Burnett/NNSL photo

Rosa Proietto's opened By George, located next to Willow Bay in Centre Square Mall, in mid-November. The store features women's footwear, leather sheep skin coats and a variety of designer apparel.

Even though Proietto's formal education is in the social sciences, she's in a comfort zone in retail.

"I grew up in retail. My mom was in retail for 30 years," said Proietto.

On leave from the territorial government's financial management board, Proietto put together a "great team" to run the store.

Proietto said in the past, Yellowknife women have been forced to wait for seat sales to fly to Edmonton to go shopping for shoes, but now "we're saying you don't have to do that anymore."

People are really cool and hip here and they need a store that reflects their tastes and needs, she said.

"I'm just trying to keep the people here," said Proietto.

When asked how people are responding to her store, Proietto was ecstatic.

"I have met so many wonderful people and their reaction is, 'Oh my God, a footwear store with Ralph Lauren in Yellowknife!'"

Just a few simple words of appreciation from a client makes her day.

"Someone came up to me and said, 'Thank-you.' It was a very satisfying moment," she said.