The Art of Reinvention: One Couple’s Secret to Thriving Off-Season

Nick Worsley stealthily hunts flies, bringing down the swatter in quick, deft strikes, punctuating the conversation I’m having with his wife and business partner, Amanda. We’re sitting behind the counter at The General – the couple’s new store in the bustling wine county of Prince Edward. The door is propped open, inviting out-of-town visitors, locals, and the unwanted buzzing guests.

It’s a Monday afternoon in the heart of the region’s bustling tourism season. Only a month earlier, Nick and Amanda opened the doors on The General’s first permanent location.

Meet two seasoned entrepreneurs who continue to reinvent their business to survive a dying industry, meet local needs, and combat seasonal lulls.

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