Fake Canadian shops promote closing sale as items ship from China
AI used to create slick websites and curate social media presence while advertising steep discounts to scam customers
Author of the article:Spiro Papuckoski
Published Feb 01, 2026 • Last updated 1 day ago • 4 minute read
This photo was used on a purported Montreal clothing boutique when in fact it is an image created by artificial intelligence.
This photo was used on a purported Montreal clothing boutique when in fact it is an image created by artificial intelligence. Photo by Juliette & Lea Montreal
The advertisement displayed while scrolling through social media seemed innocuous at first glance.
The mother and daughter behind a chic Montreal boutique announce they are closing after running the business since 2008.
“With heavy hearts, Juliette & Lea Montreal is closing its doors,” the ad, displayed on Meta-owned Threads, reads.
“After years of passion and dedication, this marks the end of a beautiful chapter.”
An advertisement promoted on Threads announces a Montreal boutique’s closing sale offering deep discounts.
An advertisement promoted on Threads announces a Montreal boutique’s closing sale offering deep discounts. Photo by Screengrab /Threads
The ad contains photos of cozy women’s sweaters with an image of a black cat.
“To say thank you, our Closure sale is now live,” the ad continues. “These are the final pieces — once sold out, they will never return. This is your last chance to be part of our story.”
The link to the store’s website offers discounts of up to an astounding 80% off from their inventory of women’s coats, clothing, shoes, bags and accessories.
The site also lists testimonials from women in Toronto, Vancouver, Edmonton and Calgary who praise the boutique for its quality merchandise and great service.
Things seem fishy after the number of items in stock remain static after selecting different sizes and colours. In addition, the site offers free shipping on all orders from within the United Kingdom while product pages advertise free UPS shipping in Canada.
The storefront for fashion boutique Juliette & Lea Montreal, which doesn't exist.
The storefront for fashion boutique Juliette & Lea Montreal, which doesn’t exist. Photo by Juliette & Lea Montreal
In addition, nowhere does the website list a physical address despite an image of its storefront at the bottom of product pages. Only store hours and an email contact are provided as well as their payment and return policies. An internet search also doesn’t turn up a street address.
An email asking for the store’s location is answered with an automated message from Juliette & Lea’s help desk and a promise to respond within 24 hours. An answer several days later confirms there is no actual store.
“We do not have an upfront store, but you are welcome to check out our collection [online],” an email from Michelle in customer care reads.
However, comments from customers on the social media post explain what is really going on: the store doesn’t sell their products in Canada. In fact, all purchases ship from China.
“Same tops from another store claiming to be from Ottawa,” one person wrote in response. “I bought figuring they were in my city. Two weeks later they just started their trip from China.”
Another called it a scam after his wife made a purchase from the site and it shipped from China. It wasn’t what she ordered, the man said, adding the store didn’t respond to her attempts to contact them.
Carl Boutet, a Montreal retail strategist and faculty lecturer at McGill University, says the rise of artificial intelligence allows foreign fraudsters to quickly create professional websites with authentic brand stories and images that can easily fool the most seasoned online shopper, especially those who want to buy Canadian.
“That’s what scary about this,” Boutet said. “You basically have ChatGPT tell you what would be a good way to engage potential customers in Montreal, what kind of story tends to resonate the best, and so on. They can take a couple of minutes and have this up and running and look very legitimate on ecommerce platforms.”
Boutet, who has more than 25 years experience in the retail world, also advises executives on their commercial and digital strategies through his Montreal-based company Studio RX.
His message to consumers is to always take the extra steps to verify that the business is real.
“The closest thing you get to Juliette & Lea in Montreal is a daycare service,” he said, referring to Juliette, Lea et Cie. There is also a shop in the city selling sweets called Juliette & Chocolat.
“It’s interesting that they used names that sound semi-familiar,” he said.
These images are seen on a purported Montreal clothing boutique when in fact they were created by artificial intelligence.
These images are seen on a purported Montreal clothing boutique when in fact they were created by artificial intelligence. Photo by Juliette & Lea Montreal
On the store’s website, Juliette is described as a single mother who “transformed her passion into a boutique.” Her daughter Lea was eight years old when the shop opened and grew up with an “appreciation for craftmanship and style.”
The story continued with Lea graduating from the city’s LaSalle College in 2023. She has now set her fashion sights for Milan while her mother is ready to retire.
On the store’s Instagram account, there are fewer than 500 followers. The posts only date back to early December, including an image of the shop’s interior created by AI. Young women are seen modelling clothing while there are no images or videos of the shop’s actual owners.
An image of the purported fashion boutique shared to Instagram.
An image of the purported fashion boutique shared to Instagram. Photo by Juliette & Lea Montreal /Instagram
Boutet said shoppers should always take a few minutes to confirm a brand’s background before putting in credit card information to complete a purchase.
“Even more so if it’s a brand you don’t know,” he said. “And even if it’s a brand you do know. Pay a little extra attention to the website address that’s coming up.”
Boutet said he saw the same ad in late January offering discounts on handbags, but questioned its authenticity because he follows the retail industry closely and had never heard of the shop, especially being a Montreal resident.
He shared his findings on LinkedIn, calling it “a synthetic retail brand, generated using AI storytelling, reviews, imagery, even the emotional cues, designed to trigger trust.”
The best way for brands to show their authenticity is to grow organically and show a human face behind their products.
“It’s getting scary out there,” he said. “And it makes it tougher for legitimate businesses. I feel for the legitimate brands that are starting out, which you wouldn’t know them either because they are literally getting off the ground and you might be more doubtful.”
Boutet adds that there is a trend for upstarts to not be as technically savvy or polished.
“Most start with community where you have people around your brand that believe in what you are trying to do and want to support it and engage with those people, and then find more people that share those same values,” he said.
But in the age of AI, the aura of authenticity can easily scam consumers who are not too careful into making an impulse purchase.

![JulietteAndLea-Threads-advertisement-Jan29[1].jpg JulietteAndLea-Threads-advertisement-Jan29[1].jpg](https://forums.canadiancontent.net/data/attachments/31/31374-460f10fc5afc8426fe13529a43c185d6.jpg)

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