Peter Llewellyn spent years climbing the corporate ladder before realizing something was missing — the simple, profound satisfaction of making something with his own hands. So he walked away, picked up a carving tool, and never looked back. Twenty years later, his family business, Shoreline Design, has grown into one of the most genuinely unique retail experiences in Atlantic Canada, with three locations across Halifax and Prince Edward Island staffed by his wife, children, and a tight-knit team who share his obsession with craft.
What is your business called and what does it do?
Shoreline Design. What we do is not a short answer. Our guiding principle — “We only sell what we make” — drives our product line, our employees’ skills, and our brick-and-mortar growth. Producing products that meet a growing customer base requires new products, innovative production methods, and a continuous learning environment. In restaurant terms, we would be a farm-to-table establishment. We find gems, create and polish gems, do vitreous enamelling, stone carving, and silver and gold casting.
On the more playful side, we occasionally grind our own cocoa beans to make chocolate, firewood-oven pizzas, and are currently experimenting with making mozzarella cheese from water buffalo milk — though these are passion projects we do just for fun and give away rather than sell. We teach, inspire, and conduct workshops in metalwork, stone carving, and enamelling, and one of our driving goals is to give everyone who walks through our doors a truly unique experience.
Our Halifax location is taking our course offerings to new levels, and we are anticipating up to 2,000 people will take one of our jewellery-making workshops across our three locations in 2026. We have also just purchased a shuttle bus that we are converting into a mobile workshop and retail store — it will travel across the region offering workshops and selling our handmade products on the road.
What made you want to do this work? What problem did you want to solve with the business?
I was in the corporate world, and I was bone tired. Deep down, I was losing my connection with people and my sense of making a difference. So I started looking for something that could give me a sense of accomplishment and an opportunity to meet, interact with, and enjoy people. After a thorough search, stone carving and jewellery was my choice — not because I was good at it, but because the market for locally handmade products was not being fulfilled. When I started the business in 2006, only about 20% of craft and gift sales on PEI were actually made here, and I saw that as an opportunity.
My first attempts were a life changer. In all the years of my career, I had never had a hobby or a desire to make something. The standard answer to “What does Peter do in his spare time?” — from colleagues, family, and customers alike — was simply, “He works.”
Who are your clientele? How does your business make money?
We have a large local customer base and, of course, many visitors from all over the world, many of whom come back year after year. Our clientele spans the full range — from five- and six-year-olds learning to make a simple piece of sea glass jewellery or a silver ring, to seniors who want to create a lasting memory in the form of something tangible that will be passed down through generations.
My most satisfying moments are watching the eyes of preteens and teenagers as they look at their creation on their finger and realize they have made something that will be a continuous reminder of their own accomplishment — something they will carry with them forever. So many have come back to my shop years later, sometimes up to 18 years, still wearing the piece they made. Their stories are the highlight of my career.
Where can we find you?
We have locations in Halifax, Summerside PEI, and Georgetown PEI. My daughter Jocelyn and son Jonathan are in Halifax, and Melenie and Ian are in Summerside. In Georgetown, you will find my wife Gayle, Cindy, Leanne, Melanie, and me. Between our three locations, we have 10 full-time and seasonal employees. We have been together a long time and have all developed a gift for conversation and a genuine love for what we do and the people we meet.
What is the best question a prospective customer could ask when comparing services? Give the answer as well.
“Do you make this?” Our answer is always, “Yes, we make everything.” Many will then go on to ask, “How about this — do you make this too?” “Yes, we make everything.” “How about this?” as they point to a carving, an enamel piece, a stamped leather earring, or a bracelet. “Yes, we make everything.” We are truly a unique experience, and we have great fun explaining just how unique we are. Our shops have between 2,000 and 3,000 pieces on display at any given time, every single one made by us.
We have also been hosting ring shows featuring over 2,000 handmade rings, with one coming up on Mother’s Day weekend in Moncton in partnership with Mrs. Coats, a boutique we have worked with for the past three Mother’s Day events.
What is the best part about what you do? What is the worst part?
The best part is meeting our customers. The worst part is accepting that I can no longer manage the 12-hour days and seven-day weeks I used to.
What is your favourite joke about your own profession?
I’m not sure it qualifies as a joke, but many people who visit our Georgetown location ask what there is to do in such a small town. We love to suggest they come back on “Naked Thursday,” when things get a little exciting with the torches and grinders. It’s a nod to the TV show Friends, and we’ve more or less made it our own.
Where can we follow you?
Website | Facebook | Instagram | YouTube
