Amid this gift-giving season, we drove out to the perennial resort town of Saint-Sauveur, Québec, to visit L’oiseau—a café and boutique opened last September where golf, lifestyle and community converge.
We said yes to a triple-decker club sandwich, casually combed through the racks and then got to chat with Véronique and Philippe, who were happy to share their vision for more inclusive and approachable golfing experiences and brands as they embrace entrepreneurship.
Tell us about L’oiseau.
L’oiseau is a 3-in-1 concept that merges golf traditions and a touch of modernity. We want people to feel like they’re entering a space where golf and its history are highly respected and where there’s also room for everyone to express themselves, on and off the green. Golfers and non-golfers can come together to play, shop and have a great time.
If your project were a film, what would the title be?
The Great Land of Small! Just because we’re small doesn’t mean we can’t be big. And just because there are so few of us trying to change things in a sport where tradition and conservatism still run too deep, it doesn’t mean we can’t bring about major change and become increasingly influential.
Is there a trend or brand you’re really feeling right now?
Gumtree Golf & Nature Club. The founder Karsten Jurkschat is a fascinating individual who totally won us over. He’s an Australian who lives in New York, and he’s revisiting golf in his own way. His focus is on plants and wildlife and all the benefits of golf as a nature walk rather than on performance and the competitive aspects often attached to golf and sports in general. It’s refreshing to see high-quality products and marketing campaigns that highlight mental health. L’oiseau is the only Gumtree Golf & Nature Club retailer in Canada, and we’re extremely proud of that.
And an honourable mention goes to Malbon Golf which, despite its polarizing position, is challenging the status quo with a different take on the sport. Pro golfer Jason Day, who’s now the face of the brand, isn’t afraid to bring fashion to the golf course, and that’s a breath of fresh air the sport really needs.
A lot of entrepreneurship is about finding ways to make the day-to-day a little easier, which sometimes seems impossible. Any advice?
You have to surround yourself with people who are better than you and whose strengths are different from yours. That’s the most effective way to ensure any project evolves and grows. It’s also how we learn to become good at what we do, work even harder and constantly raise the bar.
The Laurentians in three words?
Outdoors. Mountains. Community.
What are you overspending on these days?
Clothing import fees at customs.
What’s the WiFi password at the café?
Come and try L’oiseau, and I promise I’ll tell you!
163 Rue Principale
Saint-Sauveur, Québec
