ShopHer Marketplace: A Guide to Female Entrepreneurship

Photo credit: BIB Cosmetics (@bibcosmeticz)

Women in Leadership Laurier

Editorial Chief: Jensen Tait

Inspired by Women in Leadership Laurier's ShopHER Marketplace, the first edition of Market Magazine features the stories of the women-owned, women-founded, and women-run vendors. These vendors share their stories as female entrepreneurs in the hopes of inspiring women in the business industry.

SHOPHER MARKETPLACE LETTER

LETTER FROMTHE EDITORS LETTER FROMTHE EDITORS

The first of it's kind in WILL history, the ShopHer Marketplace is a market featuring only women-owned small businesses. This flagship event is designed to connect students with local, women-run businesses and give them an opportunity to connect with the greater Laurier community. At this open networking market, students will learn about entrepreneurship from women-owned businesses while browsing and shopping their products. Through highlighting these businesses, we aim to inspire students and highlight their potential future in entrepreneurship.

FROMTHE EDITORS

LETTER FROM THE EDITOR

LETTER

FROMTHE EDITORS

LETTER

LETTER

FROMTHE EDITORS

As one of the Co-Presidents of Women in Leadership Laurier, I am committed to empowering women to thrive in the business industry. Annette and I have dreamed of this marketplace for a year and we're so grateful that we have the opportunity to see it all come together. I'm so inspired by all of the women that we are able to showcase here and I am so excited that we get to share their stories with the WLU community. Please take this edition of Market Magazine as a way to appreciate the women that have taken that leap before us, making it that much easier to follow in their footsteps.

Women in Leadership Laurier (WILL) executive team, thank you for your continued support and hard work in making this vision a reality. Annette and I give all credit to you amazing women; we wouldn't be where we are without you. And finally, thank you to the LazSoc community for their support of our community of women supporting women. It means the world.

Enjoy,

JENSEN TAIT

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AFTERGLOW PRINTS

Kaitlyn Wu & Megan Wu

Toronto, ON

@afterglowprints

Tell us a bit about your story. Why did you start this business?

We started our business during the summer after first year. Like many of us during the pandemic, we found ourselves with a lot of free time on our hands so we decided to pick up graphic design. This eventually led us to start Afterglow Prints where we create sticker sets inspired by our favourite musicians! Since launching, we've been featured on BuzzFeed, worked with universities across Canada, and received a shoutout from Olivia Rodrigo!

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

How to file your taxes and that’s still a work in progress.

What are some hard lessons you had to learn as a female entrepreneur that shaped you into who you are today?

Know your worth and set prices that accurately reflect the value that you bring. When we first started creating custom sticker sets for larger customers, deciding on a price for our work was difficult to do. We wanted to ensure that we wouldn’t lose the opportunity to work with these customers by charging a price too high; however, it is important that you don’t undervalue yourself and the work that you put in at the same time.

Who is a female-role model that inspires you?

Taylor Swift

ALICIA MARIE SCRIBBLES

Alicia Neale

Waterloo, ON

@aliciamariescribbles

What are some hard lessons you had to learn as a female-entrepreneur that shaped you into who you are today?

My parents owned a small business and so growing up I had a front row seat to how clients interact with small businesses and how that looked different for my mom vs my dad. Today, I think that participating in a space that has a lot of female representation has made the barrier to entry in the crafts/maker space lower than some other industries. I think there is further work to be done in creating inclusive spaces for our transgender, gender- fluid, and non-binary friends as well!

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

I absolutely suffer from imposter syndrome. “My drawings aren’t good enough”; “I’m not a ‘real’ artist” (whatever that means!). For me, that meant I had to figure out what parts of this business make me happy and make it worth it. That meant really evaluating how I approached my product line - for instance I Ixxdon’t do a lot of commissions right now because I know that would add unnecessary stress for me. I chose a method that sees me put things out into the world and if people like it great, and if they don’t, that’s ok too.

Who is a female role model that inspires you?

My mom (I know, I know, cringe). Honestly though she set such a great example for my sister and I growing up. She did so much with their small business (physical labour, accounting, client outreach, marketing) and she was just a great example of making something happen with low funds but a whole lot of grit.

Photo credit: Alicia Marie Scribbles (@aliciamariescribbles)

ANOTHER'S GOLD VINTAGE

Julia Magnatta

Toronto, ON

@anothersgoldvintage

What's a day in a life of an entrepreneur?

Every day is different! As an entrepreneur, you never really have a day off. A lot of my business is on my phone so I am very mindful of what I consume on social media as well. As it can be very draining and overwhelming to be constantly on your phone, networking and creating new goals, I found that making a to do list of achievable things for the next week really allows me to be productive. I've been in a creative rut for quite some time now, so these days look a bit different for me. Whenever I feel uninspired within my own space, I try to get out of my comfort zone and find inspiration all around me. It is okay to take a break and redirect yourself, focus on other areas of your life for the time being until you feel the spark again. I will never force myself to create content or run my business if it doesn't feel authentic. As a creator, it's important to not criticize yourself during the time you feel like you aren't making any progress. Some days are amazing and some days are mundane -- and that is okay.

What advice do you have for other aspiring women who are also looking to start their own businesses?

COMMUNITY IS EVERYTHING! The most rewarding part of my business so far has been the community that has grown around it. Focus on your own path but cheer others on! You will attract likeminded people when you are true to yourself. I have felt so grateful to be part of such an inspiring and supportive group of women. We are living in a world where we are constantly seeing peoples wins and success but it's okay to not to what everyone else is doing.

BIB COSMETICS

Danielle Simms

Aurora, ON

@bibcosmeticz

Tell us a bit about your story. Why did you start this business?

I started off my business because i was working in the skincare industry and realized there were not many cosmetic brands that incorporated skincare ingredients. I was watching so many individuals using makeup to hide there beautiful skin and i wanted to create a brand that would help you feel more confident with the skin you're in.

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

Oh plenty of obstacles. Plenty of tears and plenty of moment where i felt as if i could not do it anymore and i wanted to give up but the truth is, you just have to push yourself. Being an entrepreneur is different for every individual. No ones journey is ever going to be the same and you have to make mistakes in order to learn. Once i started realizing that and becoming more confident in myself, things started to turn around.

Who is a female-role model that inspires you?

Since I am in the beauty industry, Rihanna is a huge role model for me. She runs an amazing beauty line which empowers women and delivers a full range of products for all skin tones. She is also such a strong and independent women which i strive to be!

BIOPHILIA.TECH

Victoria Viveiros

Waterloo, ON & Caledon, ON

@biophilia.tech

Tell us a bit about your story. Why did you start this business?

I have always had a passion for the environment. I value sustainability and incorporating this into my daily life, and this is where Biophilia all began. In March of 2020, during the first Covid lockdown, I started cutting up magazines that were sitting around my house collecting dust. I knew they were on the verge of getting tossed, so I wanted to repurpose them and give them another shot. I used the cut outs from these magazines and transformed them into collages by using glue and a brush. I made some for myself, I made some for my friends, and then I started making some for my friends friends. It didn't take long for Biophilia.tech's Instagram to pop up and orders to start coming in. I love people, and being able to transform people into art is such a beautiful concept to me. And above all, it is sustainable. All magazines are donated, all materials and the packaging process is almost completely zero waste, and the key message behind each and every product is that customers are seeing a reflection of themselves through sustainable and ecofriendly art.

What advice do you have for other aspiring women who are also looking to start their own businesses?

Do it. A passion for something can get you so far, and the advice I would give to other aspiring women with a passion to start their own business would be to just do it. You can teach yourself how to manage and market your business, but you can't teach yourself how to be passionate about it. You go girl!

BITCH NEXT DOOR

Emily Boucher

Mississauga, ON

@shopbitchnextdoor

Tell us a bit about your story. Why did you start this business?

Growing up, my father and I were what we called the "Math Club" and my mom and sister were the "Art Club". A defining feature of the math club is that words weren't our strong suit... I often struggled to express myself because the right words were just out of reach. That's when I decided to learn Photoshop. I found a way to showcase my values, beliefs, and interests by learning a skill I knew my leftbrain could manage. One thing led to another and soon enough I was kicked out of the Math Club! What started with me selling stickers out of my backpack in my last year of university turned into my full time gig during the summer of 2020. After graduating #classofcovid, I moved back in with my parents and slowly started building the Bitch Next Door brand. Now BND has 40+ designs across 10 different products and are featured in over 20 retail stores! Combining colour, pop culture, and politics, we create products for your average bitch next door. Ya know, like the girl next door but someone that won't take any of your shit.

What advice do you have for other aspiring women who are also looking to start their own businesses?

My biggest piece of advice is to find a community of other bad-ass woman entrepreneurs. Follow and connect with those who inspire you. Every person who has "made it" has started exactly where you are today and lots are willing to share that journey.

EYE GOT YOU INC.

Bianca Avila

Toronto, ON

@eyegotyouinc

What are some hard lessons you had to learn as a female entrepreneur that shaped you into who you are today?

Some hard lessons I had learned is that no one if going to clap for you. You can’t expect people to be happy when you are succeeding but don’t ever let any of that discourage you. Have tunnel vision and believe in yourself and watch everything fall into place where it should be. That is something that shaped me into who I am today because it made me stronger and it made me push myself even more.

What advice do you have for other aspiring women who are also looking to start their own businesses?

My biggest advice to give to people is to block out the noise and the negativity and find your community. Building a business is far from easy and it’s even more difficult when you’re hearing outside noise from the people around you. Do what you love, be the best at it and watch your business blossom. It can take weeks, months, even years but it’s all worth it in the end and seeing your business bloom is something that I always love and take a moment to soak it in. Building good relationships is crucial and when you’re around like minded individuals, you create magic. You want to have your community of people that are excited for you and have the same views and values as your business does. Over here at eyegotyou we’re all about eyewear, creativity, and community baby!

FILTHY THRIFT

Ellie Cuadrado

@filthy.thrift

Paris, ON Tell us a bit about your story. Why did you start this business?

My family emigrated here from England in 2001, we had a few things in suitcases but we really had to start from the ground up! Being smart with money my mum and dad took me to thrift shops and slowly but surely we curated the house as wardrobes we have now. When I was growing up going to the charity shop was a sign of lower socio economic status, I remember feeling so nervous someone from school might run into me. When I went to university I made a lot of friends who grey up different to me, I was the only girl of 4 who religiously went to the thrift. I slowly started collecting more and more things because I knew at least someone in the house would enjoy the item. After a while, I grew quite a collection and I had to do something with itso I wanted to start an Instagram that you could look at and gain inspiration for your outfits from- but then you could also buy the item.

What advice do you have for other aspiring women who are also looking to start their own businesses?

JUST DO IT!!! What’s the worst thing that could happen?

Anything else you would like to share? if you have a passion, I urge you to share it with the world and connect with likeminded people, that for me is true happiness!

FIRST LOVE

Whitby, ON

Navina Suthaharan & Sharuka Suthaharan @shop.firstlove

Tell us a bit about your story. Why did you start this business?

First Love was founded by two South Asian sisters from Ontario named Navina and Sharuka. What started as a passion project in 2020 with a sewing machine as a creative outlet, eventually grew into a love for curating personalized hair accessories. With a combined diverse background in Marketing and Public Health, First Love became a platform where fashion, craftsmanship, and social activism intersect and empower one another. Through First Love’s community, Love Club, luxury haircare is more accessible while leading progressive changes in communities.

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

Similar to many BIPOC female entrepreneurs, we have encountered obstacles in our journey xx as female entrepreneurs. The biggest problem being, not having the luxury of working on our business full-time, and choosing to sacrifice our "free time" to build our brand. With that being said, there are a lot of struggles that come with this; lack of motivation, constant anxiety, and overwhelming ourselves with work in order to reach our goals. We are currently working on finding a balance, but through the three years of being First Love, we have leaned on each other for support. We have found each of our strengths and weaknesses and designate tasks specifically based on our strengths. We have made it a priority to focus on our mental health and not feel guilty when we want to spend time to focusing on other aspects of our life.

GALLERY 22 COLLECTIVE

Jasmine Fischer

Toronto, ON

@gallery22collective

Tell us a bit about your story. Why did you start this business?

Gallery 22 started in 2020 as a quarantine passion project. After taking on a minor in printmaking at OCAD University and learning to print remotely, I found myself with a bunch of equipment that had only been used once or twice for class. This lead to small batch designing & printmaking that has quickly evolved into a multi-faceted brand!

What's a day in a life of an entrepreneur?

For me, I work full-time and run my business on the side! I usually start working on handmade pieces the moment I get out of bed and after work is when I find the time to complete larger tasks like shipping and photoshoots. All my days are jam-packed!

What advice do you have for other aspiring women who are also looking to start their own businesses?

Don't listen to people who say you need to find a niche and stick to it! As long as you're having fun, it'll show through your products!

What are some hard lessons you had to learn as a female entrepreneur that shaped you into who you are today?

Patience is key! Good things always come to those who wait!

GREYISH TEAL

Ama Liyanage @greyishteal

Kitchener, ON

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

There have been many challenges including imposter syndrome and juggling a full time job with my art practice. The time I feel full of creative energy isn’t always the same time that I am available to focus on my art. Over the past year I have tried to be mindful of creating a more sustainable art practice to avoid burnout. This meant creating boundaries, getting enough rest and sometimes saying no to certain opportunities.

What are some hard lessons you had to learn as a female entrepreneur that shaped you into who you are today?

At the beginning I undercharged for my paintings. It took me a while to accept that it is a business and I am selling art for people who find value in it. Setting goals and visualizing my art career helped me to price my work appropriately and confidently.

What advice do you have for other aspiring women who are also looking to start their own businesses?

If you have an idea, start! Start small and see where it goes. The end result you dream of can look quite overwhelming but you will figure it out along the way.

HOT SUGAR VINTAGE

Tessla Stuckey

Toronto, ON

@hotsugar vintage

Tell us a bit about your story. Why did you start this business?

Hot Sugar started out as two roommates uncontrollably buying beautiful vintage items, which very quickly took over our whole apartment. We kept seeing things and thinking "so beautiful! We don't have the space.." During the 2020 lockdown we kept talking about our dream shop, how wonderful it would be to create a shop that would allow us to buy all the treasures we found, but give them the opportunity to brighten up someone else's space. The dream was talked about for years, but the business itself started a bit spontaneously and has really grown and expanded over the last 2 and a half years. The shop now includes not only vintage home goods, but photographic prints, home made artwork, tote bag, plants and more.

What's a day in a life of an entrepreneur?

A day in the life for me is busy to say the least. When I'm working on set all day, it means Hot Sugar work in the evening. Posting new pxxroducts, arranging pick ups, packaging sold items. When I have a day off, it's dedicated to my vintage shop. I'm taking my product shots, photographing as many items as I can to stock up for future sales, while simultaneously setting up environmental shots for my feed. Because I use the natural light around my home for these shots, my day consists of chasing the light around, planning shots based on where the sun will be, and dropping everything if a pocket of beautiful light opens up. Other days, it's all about sourcing. I try to go outside of the city to small towns to find unique piecesmy favourite places to shop at are small, charity-run second hand stores. This can be a whole day of shopping, or it can be a quick stop when I'm on the road going somewhere. I go into any and every store I come across, because you just never know what treasures you might find.

IDENTITY CLOTHING

Cassie DeOre

Waterloo, ON

@shop.identityclothing

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

Since I started pre-covid, there were not a ton of other small businesses on Instagram. That was intimidating as I was the only one I knew at the time branching out in this area and feared the judgement I would get if I was unsuccessful. However, I have always admired my confidence and did my best to gather support from my close family and friends, trust in myself, and not worry what others might think! Although this is easier said than done, which is why I had the idea months and months before I brought it public, I am so glad I was able to overcome my initial fear.

What are some hard lessons you had to learn as a female-entrepreneur that shaped you into who you are today?

Some people don’t want you to succeed and that can attempt to tear your confidence away, but I’ve realized that it says more about them then it does about you and judgement/jealously should only fuel you as an entrepreneur!

Who is a female-role model that inspires you?

My mother is an interior decorator and took a bold leap of faith to start her own business when I was younger. Despite her worry of going out on her own, she remained hopeful and determined to make it work - and it has all paid off! This has really inspired me as a female entrepreneur.

JADE VINTAGE

Jade Nguyen

Brampton, ON

@ jadevintage

Tell us a bit about your story. Why did you start this business?

I started my business after graduating from TMU in fashion communications during COVID. Throughout my 5 years of studying and working in the fashion industry, I saw the impact fast fashion had on the earth and its resources. I wanted to create a change in how we consume clothing by offering a selection of curated and quality sustainable, second-hand clothing. By offering a more curated collection of clothing, it would contribute to a greener fashion industry and reduce clothing waste.

What's a day in a life of an entrepreneur?

It really depends what events I have going on but it can either be a super busy or really chill day in a life. A typical day would be me waking up, doing my morning routine, writing down my daily gratitude then making breakfast. I would then go the gym for an hour and reflect on my intentions for the day. After the gym, I would head to my office/studio and look at my projects and tasks, then do either social media work, source clothes or ecommerce work.

Who is a female role model that inspires you?

Michelle Yeoh

Photo credit: Jade Vintage (@ jadevintage)

JUDY JEAN VINTAGE

Quinn VanMack

Paris, ON

@judyjeanvintage

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

The vintage community is male dominated; in the past most vintage clothing store owners have been men. The industry is changing and there are an increasing number of women owned businesses. Most vintage markets and trends within the vintage community were ran and geared towards men. Within the past year I am seeing a change in this, beginning to see markets, and creatives spaces within the community that are more welcoming for women. Finding the right spaces where creativity and uniqueness are encouraged to market and sell my product was a struggle at first. However, with the vintage community expanding and continuously improving this has become less of an issue.

What are some hard lessons you had to learn as a female entrepreneur that shaped you into who you are today?

Men are intimidated by powerful women, finding ways to downplay a women’s success, or treating us with less respect is so common and often normalized. This is found within any industry, throughout my experience being a xx young woman and an entrepreneur people tend to make undermining comments on the daily, especially older men. I have realized that women must accomplish double what men have in order to be commended and respected. I see this repeatedly within my own experience and through encounters with other women owned businesses. Throughout my journey so far, I have learned that it is very important to surround yourself with people who you share a mutual respect with, those who are uplifting and support your decisions. This is how I have grown and will continue to improve as an individual and an entrepreneur.

OZRAS BEAUTY

Aliya Sultani

Toronto, ON

@ozrasbeauty

Tell us a bit about your story. Why did you start this business?

Ozras Beauty; a brand name inspired by my mother, and a brand inspired by my inability to value and embrace my own natural, wavy hair. From continuous heat applications, to using harsh products that contained ingredients I had no idea about, I damaged my natural hair. After deciding to heal my hair, I was dedicated, passionate, and put in the research. With this I came across an impactful and inspiring concept of using plant-powered ingredients in hair care. Specifically, Central Asian inspired plants connected to my roots, where botanical ingredients are the secret to their healthy and luscious strands. I now aspire for others to obtain their healthiest hair using clean, plant-powered, & effective ingredients.

What are some hard lessons you had to learn as a female entrepreneur that shaped you into who you are today?

I once read a statistic that stated “men will apply to jobs that they are only 60% qualified for, while women will not apply unless they are 100% qualified”. And that really stuck out to me because I felt like I had to be the best at everything, and 100% ready and qualified in order to do something. However, I realized I needed to shift that mindset because I am more than capable of achieving anything I put my mind to. I needed to be confident in what I have to offer because I know I am worthy. So now, I don’t strive for 100% perfection, because I know there is always room for improvement.

Photo credit: Ozras Beauty (@ozrasbeauty)

TEA TIME SUCCULENTS

Annabelle Chan

Waterloo, ON

@teatimesucculents

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

When you start your business, there are a million and one things you can focus on. From finding the right suppliers to locating the right sales channels, it's hard to know how everything will come together. In my case, I have zero retail experience yet I decided start a business that sells direct to consumer. That's why I took my first year to experiment with all different sorts of products and meet lots of local vendors with experience. Now I have a wealth of knowledge I can use to plan out my actives for the year.

What's a day in a life of an entrepreneur?

Planning, planning and more planning. Whether it be my next market or a photoshoot for a product drop there's always something to do. I also try to stay in touch with my follow small businesses to promote them whenever they have something going on or to see what's happening in the community.

What advice do you have for other aspiring women who are also looking to start their own businesses?

Engage your network and community, and that includes this means neighbours, co-workers, or event a cafe you're a regular at! These are the people who are going to give you your best advice and can also be a surprising source of opportunities.

THE SYD COLLECTIVE

Sydney Schumacher

@the syd collective Waterloo, ON

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

Knowing my worth and my businesses worth has been something that has been an ongoing “obstacle” in my entrepreneurship journey. I often have moments of doubt or panic worrying that someone won’t like my products and services or something won’t understand or agree with my prices… Think about all the time and money it has taken you to learn a skill that you are good at. It’s really important to not only account for your costs of goods/services, but also your time when pricing your products. Knowing your worth is powerful.

What are some hard lessons you had to learn as a female entrepreneur that shaped you into who you are today?

You can’t please them all. Growing up, I’ve always been a people pleaser, but with my business, I’ve really came to the realization that you can’t be everyone’s “cup of tea”. My business, The Syd Collective was shaped on the idea of “Shit that syd says”. This idea has been translated into my branding, candle scent names and greeting cards being a direct reflection of my personality and humour. I’ve had plenty of in person markets and events where people have left my table rolling their eyes and gasping with disgust but that’s okay because I’ve also had plenty of people who have given me amazing positive feedback on my products.

WILDFLO STUDIO

Annisa Chung

Toronto, ON

@wildflostudio

Were there any obstacles you encountered in your journey as a female entrepreneur? How did you overcome them?

So far in my journey as a female-entrepreneur, I've found while working with overseas factories, which are primarily male-dominated, I wasn't taken seriously as a young woman. I overcame this challenge by learning the industry terms, being firm and speaking with confidence. I learned sometimes you have to fake it 'til you make it!

What are some hard lessons you had to learn as a female entrepreneur that shaped you into who you are today?

One of my first production runs was delayed over six months due to COVID, fabric dyeing errors and an abundance of other issues. The delay caused my business to be at a stand-still for months as I had no other inventory. I had invested a lot of money in this order and essentially had to wait it out since I couldn't afford to abandon it or go in a different direction. During this time, I learned things rarely go as planned and to not put all my eggs in one basket. Slow growth during this time taught me the importance of patience xx and to not compare myself to all the seemingly overnight successes we see online.

Who is a female role model that inspires you?

There are so many female-entrepreneurs who built their companies from the ground up that inspire me; to name a few: Danielle Guizio, Seema Bansal Chadha and Taylor Frankel.