When craft and culture meet

Category: Indigenous business Success stories

Where does one go to purchase authentic Indigenous made art and crafts? Moonstone Creation is the place to visit! In the historic neighbourhood of Inglewood, Calgary, on the corner of 10th Avenue and 12th Street SW, sits a quaint bungalow with a trademark sky blue front door. Dreamcatchers and medicine wheels adorn the front windows, and upon stepping foot into the establishment, the distinct and notably Indigenous fragrance of tanned moose hide engulfs the senses. Learn about the beginnings of this small business and the importance of staying true to your brand and product. 

The Journey and Vision of Moonstone

Initially a home based business, Moonstone Creation was created in June 2009 and was owned and operated by Yvonne Jobin, a long-time Indigenous artisan. Her daughter, Amy (now part owner) laughs: “I jokingly accredit my existence to moose hide. Without moose hide, my mom wouldn’t be able to make jackets, she wouldn’t be able to raise me”. Without the help of grants or loans, Moonstone Creation started on a shoe-string budget.

Moonstone showcases over 50 Indigenous artists across Western Canada. Amy highlights one of the traits that make this business so unique as a retail storefront:

“We only sell authentic made art, and it is the cornerstone of our business to provide traditional authentic products to our customers. Our mainstay is that it is authentic and true to our culture”.

Not only does Moonstone sell authentic Indigenous products, but they also teach classes based on traditional art forms. Amy points out: “the classes are a total mix of non-Indigenous and Indigenous [people]. We get a lot of people who are curious about Native culture and they want to learn”. Moonstone also hosts many lunch and learns within the corporate realm, and goes to various companies to lead a class based on traditional art.

Greatest challenges and successes

Amy says money was very tight during their first year in business. She had to work a part time job to supplement the family income. Advertising was also a challenge for the company. Amy joked: “we would rather spend money on a moose hide than we would on advertising”. Moonstone has not invested much money in advertising but is now working with Tourism Calgary which has been a great help.

Amy also credits our team at Business Link for providing solutions to their bookkeeping and taxation challenges which was “so valuable and really needed”.

One of the successes that Amy is most proud of is that her mother, Yvonne, is an adult educator who reaches thousands of people through their business. Indigenous culture and teachings are traditionally based on orality and storytelling, and is passed on through generations. Yvonne shares her great knowledge with both the Indigenous and non-Indigenous community alike.

Additionally, Moonstone opened during a recession with 12 artisans, and they now represent over 50 Aboriginal artists across western Canada. Amy says: “it’s so important to me, as an Aboriginal person, to have authentic Native made art. it’s so good for other Aboriginal people to see, and understand that we are a success story. Our craft is not just craft, it’s art, wearable beautiful functional art”.

Quick Tips for starting your own business

Moonstone offers a little advice for others entrepreneurs:

  • Always be available and answer questions in a courteous way.
  • Use social media, use hashtags, and really embrace technology.
  • Take risks and follow your dreams.
  • Rely on your community and networks.
  • Stay true and authentic to your vision, work, and product.
  • Capitalize on what you are good at and experienced in.

Looking to the future

When asked about their goals for the business, they said: “we would love to have a second location, but we would also need to expand our manufacturing where it would still be authentically Indigenous made, so we can maintain the quality of product that Moonstone Creation represents”.

It is both humbling and hopeful that Moonstone Creation holds true to the value of their products, as well as the traditional history, teachings, and art forms of various Indigenous communities throughout Canada. Stay connected with Moonstone on their Facebook channel below!

About the Author

Holly Atjecoutay

Business Link

Holly is Cree and Saulteaux from Cowessess First Nation in Saskatchewan. She assists Indigenous entrepreneurs in central and southern Alberta regarding the startup and expansion of their small businesses. She connects them to helpful resources while also providing guidance. She also facilitates workshops and builds meaningful relationships in both rural and urban Indigenous communities. Holly holds a Bachelor of Arts Degree in English, so it is no surprise that in her spare time she enjoys reading, writing, and collecting books, and also authors a blog on the Indigenous Woman’s Identity. Holly believes the art of storytelling and communication is one of the key factors in building a strong business.

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