When Toronto clothing brand Peace Collective found a spacious vacancy on Ossington for their flagship store, they decided to bring in a new product, something sweet and unexpected. “We started to get inspired by a lot of retailers that started doing clothing plus something else,” says John Molina, the creative mind behind Peace Treats. This dessert bar inside PC serves epic milkshakes and hot beverages, making the #foodie rounds on Instagram.
John is also head of PR at Peace Collective and started with the company during its very beginnings. He was introduced to PC founder Yanal Dhailieh through mutual friends. “I was like, ‘hey, do you guys have PR? Do you have marketing on your team yet?’” recalls John. “I pitched the idea and said, ‘I’ll do this for free. I like the concept, I like the idea, I think we could do something awesome together.’ So I joined the team and it kind of snowballed into this.”
As a University of Toronto neuroscience dropout who found a passion for public relations after interning for a boutique agency, John is one of the key forces behind Peace Collective’s huge success on social media. Now, after only two weeks of launching Peace Treats, hundreds of people have already tagged their monstrous, artistic milkshakes to Instagram.
