Okay, let’s tackle this. So Ayser has 30 years of experience in retail design, which is a significant amount of time. Her role as Assistant Design Director of Store Planning at Simpsons, Eatons and The Bay is also a high-level position. Location is Toronto, Ontario, Canada, which is a major city with a high cost of living. Considering her experience, education, and location, I would estimate her hourly rate to be around $125. This is lower than what a senior designer with similar experience might charge, but retail design is a specialized field with a relatively lower demand for high-end services. Some senior designers in Toronto might charge $200-$300 per hour, but Ayser's experience and education suggest she might be more focused on project-based work rather than high-end design services. Therefore, I've estimated her rate to be on the lower end of the spectrum.