The Koncept


JovanaUni+Koncept is the brainchild of Waterloo- local, Jovana N.  It was after she got laid-off from the Target Canada head office that she decided to move back to K-W. With a lack of jobs for Fashion Business graduates and a deficiency of boutiques to frequent in her early-retirement stage, Jovana set out to open her own little retail paradise. When it was time to start sourcing products, she realized that it’s going to be tough to stick to just one range of items.

A concept store was the only way to go!

By carrying a variety of carefully curated products from apparel, and accessories, to beauty, stationary + home décor there is something for every babe’s #Unik lifestyle.

 UNI+KONCEPT is not just a boutique, but a fun and inclusive environment to come test out the latest in beauty & fashion trends. The aim is to create a place that feels welcoming and aesthetically pleasing; but also, has a unique one-on-one customer experience. Our team members aspire to make you feel like you’re shopping with your BFF.


You’ve probably seen this dynamic duo spamming your Instagram feed with apparel newness! They can’t help it!

When packages arrive with all new goodies, Jovana & Hilary put their modeling hats on and go to town snapping pics for your viewing pleasure! (they hope?!).


“How hard can it be to create the experience of shopping with your BFF when you get to work with yours every day?”

– Jovana & Hilary

Meet The Team 

Jovana – Owner - “In Buying 101 we are taught that you have to purchase and source products that your customers will like. That’s the key to having a successful retail business. Sounds easy, right?
However, when I am in buying meetings, I order the things that I would personally wear or use. Every single product @UNIKONCEPT is my FAVOURITE! I believe in every brand that we carry, and love what they all stand for. I don’t source products that are an "easy sell." All of them are curated for they're value, style, and functionality. Then I just hope that everyone else loves them too haha.. (please love it!)”

Can’t live without: Sara Happ Ballet Slip lip gloss. It was my go-to gloss for my wedding day.

Hilary – Store Manager – Shortly after completing her studies in fashion design in the UK, Hilary moved back to Toronto where she met Jo at George Brown College where they both majored in Fashion Business. When she’s not in the store using her super-human organization skills to make schedules, to-do lists for our team members, or remerchandising displays; Hilary can be caught working on her #SideHustle floral business. Another creative passion.

Can’t live without: French Girl Organics Crème Fraiche Neroli face moisturizer (Crocodile skin, No more!)

- Stylist & Brand Ambassador – Studying public health at UW, at first glance Elaine has a practical and minimal approach to her personal style but surprises you with her girly side. Clean lines with simple accessories is where she’s at, perfect for the everyday.

Can’t live without: Fab Accessories rose gold ‘evil eye’ earrings

Lauren - Stylist & Brand Ambassador -  Recent graduate of the Commerce program from Guelph University. Lauren's style and personality is that of a modern-day young professional. She loves pieces that can be worn in multiple situations. Her bubbly personality makes those around her feel instantly comfortable and at ease. 

Cant live without: Kotn black tee, & Press black culottes