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Written by: Abigail Guevara, Senior Content Writer – Freelance
Within the bustling commercial area of Pickering Village in Ajax, established in the early 1800s, operates a mix of modern commercial enterprises in a historical setting full of character. One of those newly established businesses is called Experiencia, the brainchild of entrepreneur Brenton Alleyne.
“As an entrepreneur, I believe it’s important to create business ventures from a place of authenticity,” says Brenton.
This heart-held value turned into a vision to create and deliver experiences in the community, and for the community—where people from all walks of life come together to enjoy public and private experiences, and feel seen, heard and understood.
Experiencia has been in operation for close to two years now. The concept of the business is to provide resources (content, experiences and products) that address the gaps, needs, and challenges within our community so people may continue to evolve and thrive in life.
Whether it be a need for laughter, entertainment, self-rediscovery, relationships, or opportunities, Experiencia provides a diverse range of experiences from jazz nights, open mic nights, leadership training, mentorship streams, scotch and wine tastings, white water rafting, and prayer nights.
“At Experiencia, we invite all to come and participate in a variety of dynamic experiences, where there is learning and engagement,” explains Brenton. “My business reflects the dynamic nature of who I am, what I value, and what I’m passionate about. I recognize that many people are interested in the same things,” he notes. “Each of us are like caterpillars in search of the experiences that prepare us to evolve and soar.”
Long-standing entrepreneur in Durham and beyond
Brenton Alleyne’s first experience of having his own business started in Ajax when he was only 13 years old. His childhood friend asked Brenton if he could fix his bad haircut. After looking at his disheveled haircut, Brenton said absolutely—and it turned out that he could do it!
He loved seeing people appreciate their sense of self through the transformative barbering experience. He did it so well that other friends and acquaintances asked him to give them “cuts” too.
As an athlete himself—after wrestling, basketball, volleyball, cross-country and football practice—Brenton operated his “change room barbershop” for his teammates, who quickly became a growing clientele for him throughout highschool.
Brenton started to hone his barbering and entrepreneurial skills. He had clippers in hand and entrepreneurship on his mind.
A young Brenton still had a lot more interests and life to experience though. His entrepreneurial spirit led him to pursue international business and marketing at Seneca College, where he built fashion enterprise Prominence through a college tuck shop.
Brenton was inspired by LL Cool J endorsing FUBU and hopped on a Greyhound bus to meet with Fubu co-founder Damon John. Damon John entrusted Brenton to introduce the brand to Canada with a challenge to sell $20,000 of products in six months. Brenton beat the challenge in three months by forming a team that took over colleges and universities from Windsor to Kingston, Ontario.
Brenton at 17 years old, along with a few high school friends, opened Prominence & B Towns Barbershop in Ajax. It was a first-of-its-kind barbershop, lounge, and urban retail fashion retailer that he led for seven years.
Brenton soon reinvented himself as a strategic marketer—founding Alleyne & Co. strategic marketing, where he collaborated with many firms and practitioners in Toronto, Montreal, and Atlanta. Ironically, the marketing opportunity in Atlanta eventually led him back to Durham Region. While there, he had the opportunity to market a well-known movie called “The Barbershop” which ignited his earlier passion for the art of barbering.
“I decided to combine my marketing profession and my barbering skills into Gentlemen's Grooming,” he recalls. “I returned home and eventually opened a thriving multi-location men’s grooming and lifestyle business.”
Brenton studied the British fundamentals of barbering through the world's oldest barbering brands, like Truefitt & Hill Men’s Grooming in England and Toronto. In Toronto, he worked with brands grooming and marketing before opening Alleyne's Gentlemen Grooming Centre in Pickering Village and Brooklin in Durham Region. It was a venture that provided image consultation, personal styling, custom clothing, aesthetics and barbering. It called upon every skill, gifting and ability within him and his multidisciplinary team as they delivered transformative experiences for 14 years.
From setbacks to success
The COVID-19 lockdowns stripped the business of its operations and many of its services, staff and clientele. As Brenton contemplated the way forward, he was sure there was still a community that supported and needed him.
It was a turning point. The new reality of working from home, less formal fashions, and increased salaries and cost of living forced him to reassess his business. This propelled him in a new direction to establish new achievements. Brenton decided to double down into community and real estate development.
“I proudly sold my Brooklin location to a long-time barber in my business and focused on new ways of investing in the community,” he says. He wisely transitioned to becoming a commercial landlord and developing Experiencia.
“I’m building a legacy of resilience, determination, and possibilities,” says Brenton. “I am leading by example and carving out my path.”
Brenton strongly believes that people are capable of what they want to achieve if they can move past whatever real or imaginary barriers they face. An idea he promotes in his new podcast, “Ready!”—where he reassures and inspires people that they are ready for what’s ahead of them.
Cutting through conformity with bold business moves
As the transformation of Pickering Village continues to unfold, Brenton envisions Experiencia as a community builder of relationships, entrepreneurship, faith, creativity, and adventure. Brenton is not just creating wealth, but he is leveraging his platforms to uplift and invest in his community, and foster connections.
In a world where it's too easy to conform and give up, Brenton's steadfast work and drive towards his vision is a strong reminder to keep growing, maturing, and living better, regardless of when situations look and feel different than anticipated.
“People will try to make us into what they want us to be, but we must fight to see, to be seen, to understand, and become who we are created to be and do what we are designed to do,” says Brenton.
Innovation and Inclusivity: Stories from Durham Region's Black Business Leaders, Entrepreneurs, and Professionals is a series of stories about thriving Black professionals choosing to do business in Durham Region.
