Wendy Friedman has owned Biscuit General Store, a clothing and gift store, since 1996.

After being accepted to Parsons and FIT at 17, but with not a cent to her name, Wendy had to learn the fashion business on the job, from the ground up.  She worked as a store manager, showroom sales rep, fashion show producer, then designer and production manager before returning to her true love; creating and editing a retail environment.

The store launched an in-house brand, Bonanza by Biscuit, in 2012.

In 2014, Wendy followed another passion and opened The Independent Mercantile Co. on Gottingen Street, in the North End neighbourhood she has called home for over 20 years.

This shop offers a curated selection of home décor, barware, gifts and cooking inspirations. Her interests include travel, hosting, art, culture and community.

Check her out @biscuitgeneral

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