Each June, as Pride Month lights up communities across Canada and beyond, the spotlight often turns to the stories of people in the 2SLGBTQIA+ community. Among them, the journeys of entrepreneurs stand out, showcasing not only their business savvy but also their creativity and can-do spunk.
While these business owners strive year-round to bring their businesses to life, they also face unique challenges at the intersection of identity and commerce. Overcoming them is a matter of courage, perseverance and commitment to their vision, making these individuals experts.
And with the help of Mastercard, who is committed to supporting 2SLGBTQIA+ business owners, they can continue to manage and grow their businesses and ultimately make their dreams come true.
Narcity spoke to six Canadian 2SLGBTQIA+ business owners who bring their full selves to their ventures and offer invaluable advice to fellow entrepreneurs.
Their insights not only inspire but also underscore the irreplaceable value of visibility and inclusivity in the business world.
The Juniper & Eve booth.@juniper.and.eve | Instagram
In 2020, designer Eva Mocek was searching for a project and a sense of purpose. While making their own sustainable underwear patterns, a conversation with their friend Valerie was destined to set Mocek on a game-changing path.
"She told me that there's hardly anything available that's designed specifically for trans and gender-nonconforming people," Mocek told Narcity. "And some of the workarounds folks come up with can be uncomfortable or even dangerous."
Mocek was inspired to design a solution for their friend. By the end of 2020, what had started as a personal project had grown into Juniper & Eve — a sustainable, gender-free underwear brand.
Valerie models Juniper & Eve underwear.@juniper.and.eve | Instagram
"Today, I make every garment myself in my Toronto studio using soft, sustainable fabrics," said Mocek. "I hope to expand my collection even further in the coming years, adding more options for transmasculine folks, some spicier sheer designs, and have been dreaming of adding a plastic-free line!"
When asked what advice they have for other entrepreneurs, Mocek says it comes down to knowing your 'why.'
"Your 'why?' is the reason you're starting your business - it needs to be clearly defined, written somewhere you can reference it easily. But it also has to be something you feel, something you are deeply and honestly passionate about," they explained.
For Mocek, connecting with people, especially at in-person markets, reminds them why they started Juniper & Eve. One particular middle-aged customer discovered their first chest binder at Mocek's booth, becoming emotional when they realized there was something they could do to safely minimize the appearance of their chest.
"Whenever I'm struggling to find motivation, I think of them," said Mocek. "They remind me, not only that it's never too late to figure out who you really are, but that visibility is vitally important."
Growing up as a self-described tomboy, Peau de Loup's Adelle Renaud was aware early on that the clothing industry was stuck in a binary rut, and people like them were losing out.
"When I launched Peau de Loup, there were no brands catering to those living outside the binary," they told Narcity. "Traditional clothing, bound by a binary fit and sizing system, presented limited and ill-fitting choices for individuals like us."
Starting from scratch, Renaud came up with a whole new system of sizing for Peau de Loup, making accessible styles of clothing that had been hard (or impossible) to find for folks limited to the men's and women's sections.
"I envisioned a brand that offered a modern take on classic menswear, blending elements of tailoring, workwear, military, and street style," they explained. "Our unique fit system was crafted to embrace a diverse range of non-binary and female bodies, focusing on shapes and proportions rather than conforming to traditional gender norms."
A model wearing Peau de Loup.@peaudeloup | Instagram
Today, Peau de Loup makes garments from upcycled fabrics that would otherwise have been tossed out, resulting in unique, limited-run pieces made with inclusive sizing in two different fits up to a size 4XL.
As for their advice, Renaud encourages 2SLGBTQIA+ entrepreneurs to be passionate about what they're building. "It's this unwavering love for your venture that will keep you motivated when the going gets tough," they said. "Be open to adapting your plans and strategies as you grow, but remain firm in your values. Your values will act as your compass, guiding you through difficult decisions and keeping you grounded in your mission."
"Lastly, it can get lonely so surround yourself with a supportive community. Seek out mentors, allies, and fellow LGBTQ2S+ entrepreneurs who understand your unique perspective. Their support and shared experiences can provide invaluable guidance and encouragement."
Veronica Saye met her business partner, Anthony Fushell, while the pair were working at a restaurant in Newfoundland. Eventually, they found themselves in Toronto, bursting with hospitality expertise, a love for women's sports and a dream to make Peaches Sports Bar a reality.
From the start, Saye was determined to create a space where 2SLGBTQ+ people were not just welcome but could feel completely at home, adding: "I would never operate a space where my identity wasn't reflected within it."
"Everyone is welcome," she told Narcity. "But you have to understand what this space represents, and you have to respect the way that our staff exists in the world. You have to respect the things that we do here."
Since opening on October 5, 2022, Peaches Sports Bar (named for the real-life Rockford Peaches baseball team featured in A League Of Their Own) has become a go-to spot in Parkdale to watch women's sports, shoot pool, enjoy a drag brunch and much more.
"It's a really wonderful, wonderful thing to see the excitement and interest in what is happening with women's sports. And we are so excited to be a part of it."
When it comes to advice for business owners, Saye's advice is simple and powerful.
"I think the biggest word that I can use is patience," she said, adding that it took her most of her 20-year career working in bars and restaurants to realize she wanted to work for herself. "It's truly figuring out how and what you want to do. If you love it, that's the most important thing. I wouldn't trade this experience for anything."
Toronto Raptors sportscaster Matt Devlin recently visited Peaches to chat with Saye about sports, small businesses and collaborating with Mastercard.* For Saye, Mastercard's track record of supporting small business owners, including ones in the 2SLGBTQIA+ community, holds up.
"We have already worked with them," she said. "They have already wanted to support us. They have already been in the trenches with us and given us an incredible level of exposure."
When asked if there was anything she wanted to add, Saye sang the praises of the whole Peaches team: "My staff are so incredible. The amount of appreciation that both myself and my business partner have for the people that we work with is astronomical."
The simple act of picking out a greeting card is what inspired Calgary's Heather Hansler to launch her small business, Little Rainbow Paper Co. Unable to find a Valentine's Day card that reflected her relationship, she took the matter into her own hands.
"I felt like I was always being forced to settle for something generic, instead of something that saw and celebrated me as a person," she told Narcity. "I believe that everyone should be able to find representation and visibility in the products they purchase, and that motivated me to create art that highlights the love, affection, friendship, and joy that I see in the 2SLGBTQ+ community. "
Since starting with six card designs in 2018, Little Rainbow Paper Co. now sells pins, mugs, ornaments, notepads, stickers and more, all designed by Hansler in her Calgary studio.
"The most rewarding part of running my business is getting to know the awesome members of this community and our allies," she said. "It is a joy to be able to provide people both the opportunity and means to tell each other that they love each other, to connect with each other, and to remind each other that we matter."
One of Little Rainbow Paper Co.'s greeting cards.@littlerainbowpaperco | Instagram
Hansler added that there are challenges that 2SLGBTQ+ entrepreneurs will experience more often than those outside the community due to the still-too-common experience of being rejected by friends and family as a result of your identity.
"Being excluded from your family and friends can greatly limit the amount of support, knowledge and guidance that a person has access to," she explained. "I'm sure that many entrepreneurs in the 2SLGBTQ+ community end up going through a number of entrepreneurial challenges on their own […] I know that I made a significant number of mistakes that I may not have made with better support."
For those hoping to open their own small businesses, Hansler encourages them not to be afraid of everything they don't know yet and to start from where they are.
"If you focus on the work in front of you, what it is that you want to create, then the next step in the process will become apparent, and you'll know what you need to do at the time that you need to do it," she said. "Take your time. In my experience, success comes from patience and persistence over time."
Founded in 2019 by four lifelong friends, MUKA is a brand born of community and diversity that makes accessories, apparel and more, celebrating 2SLGBTQ+ identities.
Narcity spoke with co-founder Lisa Yinxu Wang, who explained that the group's shared background in animation inspired them to create their own original concepts. But other factors contributed to them taking the plunge, and social impact was a major one.
"I observed a gap in the market for a brand that makes thoughtful products that celebrates creativity and doesn't shy away from the complexity and layers of identity we humans have," said Wang.
Put off by "rainbow washing" (performing support of 2SLGBTQ+ rights without taking practical action), the team behind MUKA wanted to do things differently.
"We dreamt of a company that would have these values baked into their DNA, so it's unquestionably a part of them," Wang told Narcity. "A new generation of business that values human connection and positive social impact."
From sweaters and tees to pins, keychains, and jewellery, MUKA's colourful products successfully spread joy and pride.
Two of MUKA's co-owners modelling MUKA shirts.@hellomuka | Instagram
"Our most memorable wins are always when a customer makes an undeniable emotional connection to one of our designs and pour their heart out," Wang added. "We believe the truth that speaks in our design brings not just joy, but healing to the people that it speaks to."
If you're considering starting a small business, Wang says go for it, but make sure it's what you want to do, adding: "Don't do it for just the money, do it for a reason you really really believe in."
"Starting and running your own business is hard and exhausting but when things do work out it's incredibly fulfilling," she said. "You have to be excited to learn and receive criticism if you want to build a good business. Results are slow but will steadily build as you persevere.
"There are few experiences out there that are capable of forcing a person to grow and starting a business is one of the best ways to figure out who you are."
The story of Virtual Gurus begins when founder Bobbie Racette lost her job in 2016. Taking up work as a virtual assistant, she realized that there was a massive missed opportunity in the industry.
"With a vision beyond personal success, I began creating opportunities for others traditionally marginalized or unrepresented in the marketplace, providing well-needed services to businesses," Racette told Narcity.
"Through Virtual Gurus, my dedicated team and I have empowered First Nation, Métis, and Inuit peoples, members of the 2SLGBTQIA+ community, marginalized individuals such as people with disabilities and veterans, along those residing in remote areas."
Since its 2017 launch, Virtual Gurus has rapidly evolved from a small business to Canada's largest virtual assistant company, in large part because of the 2SLGBTQIA+ community that Racette proudly represents.
"Investors were skeptical about my vision. However, by staying resilient and leveraging my network within the community, I was able to overcome these obstacles," she said.
"Today, I'm proud to be Canada's first Indigenous tech founder to secure Series A funding, which is a testament to the progress we're making and a reminder of the work that still needs to be done."
Bobbie Racette.@virtual_gurus | Instagram
Through Virtual Guru's partnership** with Mastercard, Racette is able to help more diverse small-business owners achieve their goals. Of Mastercard, she added, "Their commitment to supporting small businesses and promoting diversity aligns with our values."
To aspiring entrepreneurs, Racette wants 2SLGBTQIA+ people to stay true to themselves and their visions.
"Embrace your unique perspective and let it drive your passion and innovation. Surround yourself with a supportive network, seek out mentors, and don't be afraid to ask for help. Remember that your identity is a strength, not a limitation, and it can be a powerful differentiator in the business world."
All across Canada, proud 2SLGBTQIA+ entrepreneurs are making their creative and business dreams come to life, supported by their community of peers and allies who celebrate authenticity. It goes to show that it pays to be yourself.
Mastercard understands small business owners across Canada have unique needs and provides tools and resources to help them grow and thrive.
Everyone can benefit from the insights and advice that these remarkable people have to share. Their experiences are paving the way towards a more inclusive and supportive business landscape where every entrepreneur has the opportunity to succeed.
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