BCBusiness

SOCIAL CUES ISN'T IT ROMANTIC Vancouver-based wedding dress retailer Truvelle has followers swooning over dreamy dresses and top-notch social strategy by Alyssa Hirose Great Clips Big risks can yield big rewards on social media. This carousel of a post- ceremony, pre-reception haircut showed off some bridal bravery... and how a Truvelle dress can look stunning no matter the 'do. 794 likes 21 comments Popping the Question To increase engagement (!) on this dress reel, Truvelle asked IG users to pick their favourite design. The resulting comments indicate to Instagram that this is content worth watching, and the algorithm will show the video to more people: this one has almost 100,000 views. 37.6 k likes 185 comments Love Story Sharing personal anecdotes on social media helps promote the human side of your biz. This three-part video series by founder Gaby Bayona tells Truvelle's story, starting with her running an Etsy shop out of her studio apartment. It yielded lots of positive comments from fans of the brand and other small business owners (like "What a major inspiration!!!" and "so honoured to be a Truvelle bride!"). 17.8k plays 107 comments 84 B C B U S I N E S S . C A J U LY/A U G U S T 2 0 24 teenage son Graham has sustained the same level of enthusiasm for the sport is a mystery to him. "[A few years ago], Graham said, I think we should move to Colorado or Vancouver." (At the time, Berry was working as the chief develop- ment officer of St. Louis Children's Hospital in Missouri.) "I said, why Vancouver?," Berry remembers. "And he said, in both places, they've got hockey, they've got really good fishing, but especially in Vancouver, they've got the best mountain biking in the world." It didn't take much convin- cing for Berry to move his family westward, to Lynn Valley in North Vancouver, and to step in as the new CEO of BCCHF. The foundation supports BC Children's Hospital—one of the top 10 pediatric hospitals in the world—as well as its research institute of 1,500 people. According to Berry, BC Children's was the first hospital in Canada to put a pacemaker in a newborn baby. "I have one of the best jobs in Canada, certainly in Vancouver," he says. "There are days that are tough, but on the tough days, I think of Paige and that lifts me up on why we need to transform our system of care." The heavier the workday, the stronger Berry's urge to go outside. When asked about his favourite trails in B.C., he notes that Mount Fromme has some "hard climbs, but the chal- lenge of coming down and the variety of terrain is superb." The first time he rode Bobsled (an intermediate trail), he declared it his favourite, until he was able to do Expresso, then Kirkford. Now he does them all. Squamish and Whistler trails are also spectacular, he says. "One day, at the Whistler Moun- tain Bike Park last year—it must have been the start of August—I went up to the top, and I was just in the clouds. I couldn't see more than 50 feet in front of me. It was kind of scary, but very memorable." Moments like these make the rough rides worthwhile, maybe even a little addictive. Being sur- rounded by trees is a great place of solace for Berry, who sees Paige in the leaves of nature, in the light that shines through the branches when he's riding up a mountain. "I tell you, every ride today, every pedal stroke up the hill, I think about [her]," he says. "She'd be 19 today. And I think about how much good has come out of a life that I've lived in terms of helping other people. "Honestly, I can't wait—I mean, if I could be at home right now, I'd be on my bike and I would probably ride up from my house to Mountainside Park and then start to navigate my way to the parking lot at the base of Fromme and make my way up Mountain Highway or use some of the back trails to climb up. I think about that all day." M al c o l m B e r r y : J o h n S i n al

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