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PHOTOGRAPHY: LOATES PHOTOGRAPHY The draw for the shoes was just one of several giveaways held during a Weir- Foulds Women event at the Bata Shoe Museum. The women-only event fea- tured a spring fashion show by Holt Ren- frew, and Chanel provided makeup touch ups while guests sipped champagne. This was not your average law firm event, but WeirFoulds isn't your average law firm — especially when it comes to its inter- nal women's group and its external mar- keting efforts directed at women. Lori Duffy, a partner and chairwoman of WeirFoulds Women, says the group started as an "undercover operation" more than 15 years ago. Duffy held an annual barbecue in her backyard for the women at the firm to come together and exchange ideas on marketing, dealing with clients, career clothing, and so on. The group eventually expanded its focus to host events that included female cli- ents, and with three major client events under her belt, Duffy says it's a process of trial and error to get it right. "I think we got it right this time," she says. "We had a location that was convenient, the time of day was good, and it had an ele- ment of fun." When asked how she came up with the idea, Duffy says, "I just wanted to see Holt Renfrew's spring launch," she jokes. But ultimately Duffy and WeirFoulds Women design events that they them- selves would enjoy attending. But the firm's effort to market to women isn't all fun and games and shoes. "Our ambition is not just to get to know each other but for our clients to get to know us and to www. C ANADIAN Law ye rmag.com JUNE 2008 29