For the past decade, Max Francis and his local clothing brand True Hamiltonian have offered the community quality apparel to help showcase their love for the steel city
True Hamiltonian returns to Supercrawl, this time showcasing the designs from their newly launched “Hamilton is rock, Hamilton is metal” line in their Rock N’ Roll runway show on Sep. 8.
Max Francis, the founder of True Hamiltonian, was born in Florida but he grew up in Hamilton. Before launching True Hamiltonian 10 years ago, Francis worked for an engineering company in Burlington while also working part-time as an actor.
The idea for brand came to Francis because he was tired of hearing people making fun of Hamilton. So, he came up with his own t-shirt design, with words “Hamilton is Home,” to proclaim his love for his hometown. People started asking him where he'd gotten his shirt from, so he decided to turn it into a business, allowing every proud Hamiltonian to share their hometown pride with others.
“Whenever I [went] to auditions in other cities, they would ask me where I'm from. I'd say "I live in Hamilton," and they would always make fun of Hamilton. So, I remember thinking at the time, “screw you, I love this city,”” said Francis.
Francis has a lot of pride, passion and love for the steel city and thoroughly enjoys working on True Hamiltonian. He believes this is what makes his business stand out compared to others.
“People always ask me, "Why do you like Hamilton so much?” And I tell them, “I don't like Hamilton. I'm in love with Hamilton,” said Francis.
For their fashion show at the Supercrawl, most of their models were from the Hamilton community. Some of the models in the lineup this year include a real estate agent, a hockey player, a member of a local band, tattoo artists and local artists. Francis wanted to have people from all walks of life to represent their clothing, so it resonates more with the community.
By having local Hamiltonians modelling their clothes, the show felt more representative of the Hamilton community and the diversity of the people here.
“I've got a lot of people from the community [in the show]. . . I have people that are from every walk of life, I just tried to find people from the community that I [felt] would fit in with what we're trying to do that year. I also find they’re way more excited about doing it than, say, a model would be,” said Francis.
Overall, Francis and True Hamiltonian wanted to show how far the brand has come over the past decade. In this time, the brand has reached many new milestones, including being the first fashion designer to showcase at the Tim Hortons Field before Labour Day.
True Hamiltonian had a booth at Supercrawl as well where they sold their apparel. Their items can also be found at their online store.
Downtown Hamilton will be lively with music, visual art, fashion, literature and more as Supercrawl returns for another year
A nonprofit organization founded in 2009, Supercrawl spotlights Hamilton’s vibrant arts and culture community. Taking place every year in September, the event is a weekend of artistic events and performances.
This year’s Supercrawl features three music stages, a theatre-dance stage, a fashion tent, a family zone, a visual art zone and an author tent. Beyond all of this, Supercrawl also hosts numerous local vendors, making it a great occasion for shopping as well.
Those interested in attending Supercrawl can see CFMU’s own Jamie Tennant moderate authors panels and discuss his own writing or they can check out the Ark Collective for local BIPOC-owned fashion businesses. Events begin in the daytime and continue into the late night. A full schedule can be found here.
Supercrawl is a well-loved community tradition in Hamilton, but it also draws in crowds from outside the city. According to the Supercrawl website, over 200,000 people attended the event last year. The website also highlights the economic benefits of this, stating that last year’s Supercrawl had an economic impact of approximately thirty million dollars.
For McMaster University students looking to become more involved in the Hamilton community, Supercrawl is a great starting point. Students can explore local art, music, literature, and fashion, all within a two-kilometer radius.
Hamilton Fashion Week and Gala Fashion Show highlight the stylish and trendy side of the city and promote local designers.
From Feb. 12 to 18, Hamilton will be hosting their annual Fashion Week which will end with the Gala Fashion Show on Feb. 18. The events will be hosted at The Music Hall in downtown Hamilton, on Main Street West and tickets can be found on their website.
The purpose of Fashion Week is to promote local Hamiltonian and Canadian designers. The organizers of the event also hope the city and students to recognize and want to support the artists who are revolutionizing fashion in the country.
Ken Biehler, Fashion Week’s executive producer and chairperson, hopes the event will help bring awareness and change the perspective on fashion in Canada, so more people are willing to explore and learn about the industry.
Biehler’s main career is running a real estate photography company, Venture. Prior to being involved with Fashion Week, he had no primary interest in fashion. However, around 10 years ago, Biehler recognized the lack of recognition for this industry in Hamilton and wanted to use his marketing skills to change this.
As a producer of Fashion Week, Biehler describes his job as providing opportunities for people in fashion. Through education, exposure and connections, Biehler uses these key words to try to make Fashion Week reach its fullest potential.
“So what we want to do is make sure that people get value and a really good event where they are going to enjoy themselves,” Biehler said.
The hardest part of the fashion show for Biehler is convincing the audience that fashion is essential to their lives, such as using clothing to make good first impressions or express themselves.
In the past the show has received lots of praise and positive reception.
“Almost everyone I’ve talked to after the event. . .they’re just blown away by how much fun [they’ve had],” Biehler explained.
“Almost everyone I’ve talked to after the event. . .they’re just blown away by how much fun [they’ve had]."
Ken Biehler, Fashion Week’s executive producer and chairperson
Biehler hopes everyone who walks away from the show has a good time with the live entertainment and acknowledges the talent and art the designers have. Biehler encourages the audience to take the time to explore the different options that fashion can offer besides the traditional mall, such as supporting local boutiques.
The university population is a key demographic for Fashion Week because of the interest this generation has in fashion. Biehler explained students are more likely to buy from small businesses and support boutiques, which is why the occasion appeals to the population.
The Fashion Week events and Gala Fashion Show can be a great opportunity for students interested in fashion and clothing to discover more about what Canadian designers have to offer. A fun outing with friends or solo, there are a variety of events to ensure everyone has a chance to enjoy the week and support local artists at the same time.
Local clay jewellery business Wiktoria Rey inspires customers to be confident and bold
A Hamilton-based clay earring Etsy shop, Wiktoria Rey aims to demonstrate how fun fashion can be by inspiring their clients not to be afraid to express themselves boldly and confidently.
Paulina Kalisz, the owner of Wiktoria Rey, grew up in Hamilton and graduated from McMaster University with a sociology degree. Since graduating, she has balanced working as a massage therapist, running her small business and taking care of her infant.
Kalisz first heard about clay earrings in 2019 from an Australian YouTuber, Flying the Nest. She won a pair of earrings from the YouTuber’s friend, While Hugo Sleeps. She instantly fell in love with then and continued to purchase from her over the next few months.
“While [COVID-19] was happening, [While Hugo Sleeps’] shipping cost drastically went up and I thought, “Hey, these don’t look too hard to make”. I was out of work for three months and decided to try my hand at clay earrings. I absolutely loved playing around and creating different looks,” said Kalisz in an email statement to the Silhouette.
Kalisz launched Wiktoria Rey on Etsy in the spring of 2020. Her business' name was inspired by her two favourite style icons, singer-songwriter Lana Del Rey and her great grandmother.
Since opening, Kalisz’ business has grown and her products are now offered at six retail locations in Ontario in addition to Etsy. She has even created exclusive products to be offered in store versus online.
Kalisz’ clay earrings are inspired by Australian jewellery styles, which tends to be colourful, vibrant, bold and abstract. This is the opposite of the North American market, which tends to be more neutral, minimalistic and simple. All her earrings are handmade in her spare bedroom and she makes her own clay cutters using a 3D printer, meaning her pieces are all unique.
To design each piece, she starts with a colour palette or inspiration in mind. Then she mixes the colours and rolls out the clay using a pasta machine. Afterwards a slab, similar to a colourful pizza, is made and she uses her clay cutters to cut out the pieces before they go into the oven to harden.
“My brand is for those who love to add colour to their wardrobe. Someone who isn’t afraid to show off their personality on their ears,” said Kalisz in an email statement.
Earlier this year, Kalisz did a series of three collections with Canadian actress and comic Ann Pornel called the Electric Floral. This collection features big, bold statement earrings in unique shapes and sizes, inspired by floral designs.
Kalisz hopes that her clients will not be afraid to express themselves boldly by wearing her vibrant, unique clay earrings. She believes that accessories should instill us with confidence.
“Fashion is meant to be expressive, and I want my wearers to be able to express themselves with my jewelry, feel confident and not be afraid to stand out. My motto is: Be bold. Be REY-diant. Be you,” said Kalisz in an email statement.
“Fashion is meant to be expressive, and I want my wearers to be able to express themselves with my jewelry, feel confident and not be afraid to stand out. My motto is: Be bold. Be REY-diant. Be you.”
Paulina Kalisz, founder of Wiktoria Rey
Overall, Kalisz hopes to continue growing her business to make her earrings full-time. In the future, she would like to showcase her jewellery at a fashion show soon and do more collaborative projects like Electric Floral.
C/O Icarus Apparel
Kiona Harrison shares how she kick-started her handmade apparel and alteration business
Opportunities can strike at the most unexpected times. For Kiona Harrison, the opportunity to open her dream business, Icarus Apparel & Alterations, turned up during the COVID-19 pandemic.
The business started in April 2020 in the early months of the COVID-19 pandemic and began by only selling cloth masks. Today, it offers everything from handmade cloth masks, tote bags and scrunchies to various clothing alterations.
Harrison’s love for sewing and fashion can be traced back to her childhood. She was first introduced to sewing as a child by her grandmother. It wasn’t until she was in grade 12 that she revisited this hobby and expanded on her sewing skills by watching YouTube tutorials. In university, she pursued a bachelor of commerce in fashion management at Humber College to combine her hobby with her interest in business.
The opportunity to grow her sewing hobby into Icarus Apparel & Alterations slowly grew from the first order of cloth masks Harrison’s aunt had requested her in the beginning of the pandemic. As more and more people requested cloth masks, her dad suggested she turn it into a business. She had been wanting to start her sewing and handmade apparel business for a while but making and selling cloth masks was the kick-start she needed to turn it into a reality.
The name Icarus was inspired by Greek mythology. It is the name of the son of Daedalus, an accomplished craftsman and creator of the Labyrinth. As the story of Icarus goes, he flew too high and too close to the Sun with his wings made of wax and feathers to escape the Labyrinth and ultimately fell from the sky to his death.
However, the message from the story Harrison wanted to include in her business name was perseverance and determination.
“The point I take away from [the story of Icarus] is to always keep on pushing and rising above. You keep going and do the best you can, especially in new situations you don’t know about. Always push yourself to your limit and try your best,” said Harrison.
"The point I take away from [the story of Icarus] is to always keep on pushing and rising above. You keep going and do the best you can, especially in new situations you don't know about. Always push yourself to the limit and try your best,"
Kiona Harrison, Owner of Icarus Apparel & Alterations
As the sole owner of the shop, Harrison faces many challenges, the most difficult one being marketing. However, she found her audience and support through attending small business markets and pop-ups. Her first market was Black Owned Hamont’s The Durand and BIPOC Pop-up Market in October and since then she has also been part of the organization’s BIPOC Holiday Market in November which attracted over 750 customers to the venue.
“The markets are really helpful. You just make a bunch of stuff and set up — mind you it’s kind of crazy because you have to do a lot…But they are really fun and you get your name out there way easier than trying to market online,” explained Harrison.
Harrison notes networking and community building was another great benefit to attending the small business markets. In fact, connecting with other people, whether it be consumers or other small business owners, is one of her favourite parts of directing the shop.
“Connecting with other people…or even creating stuff for other people who feel they can’t do it themselves are the most amazing parts about [running Icarus],” said Harrison.
"Connecting with other people...or even creating stuff for other people who feel they can't do it themselves are the most amazing parts about [running Icarus],"
Kiona Harrison, Owner of Icarus Apparel & Alterations
Although it may not have been long since Icarus Apparel & Alteration was launched, Harrison already has big goals and visions for her business. She is interested in venturing into more apparels, finding her own niche product, taking on more creative projects and collaborating with other vendors. Eventually, she would love to open a brick-and-mortar as well.
In the spring, she is also looking forward to attending more small business markets with Black Owned Hamont.
To manifest the small window of opportunity into a reality takes hard work, perseverance and commitment — more importantly, it requires those who can rise above. The name of the business may have been inspired by a tragedy, but the story of Icarus Apparel & Alterations is a positive one full of hope, community and passion.
McMaster graduate’s new business is making jewellery both affordable and fun
Fashion choices, including jewellery, are inherently personal but can also be an accessory to explore and have fun with. However, jewellery especially is often seen as a luxury that is out of reach to students as affordability can often constrict choices. Businesses such as Emily O’Rourke’s No Prob Co are helping to make jewellery both more affordable and fun.
O’Rourke is a recent McMaster graduate and was the Editor-in-Chief of the Silhouette during Volume 89. She is currently working in public relations, but about a year ago when she had some time off during the holidays, she began to explore jewellery making.
A few months later when the pandemic began and she had more time, her hobby snowballed into No Prob Co.
“It's very much a nice passion project. I think I would put it that way. I love doing it and I love having that time to craft or to make things that I like . . . it's more of a fun thing to do instead of something I focused on as a business,” explained O’Rourke.
“It's very much a nice passion project. I think I would put it that way. I love doing it and I love having that time to craft or to make things that I like . . . it's more of a fun thing to do instead of something I focused on as a business,” explained O’Rourke.
O’Rourke mostly makes jewellery and hair accessories, but she has recently branched out into home goods, such as candles. All her products are made by hand and are available through her Etsy store.
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The reception has been increasingly positive, particularly over these past few months with O’Rourke now receiving orders from across Ontario.
“I really enjoy making things that are fun and exciting and part of my own personal tastes. Like things that I would wear myself or things that I'd buy myself, so I’m glad to know that other people share the same taste as me,” said O’Rourke.
“I really enjoy making things that are fun and exciting and part of my own personal tastes. Like things that I would wear myself or things that I'd buy myself, so I’m glad to know that other people share the same taste as me,” said O’Rourke.
While suggested prices are listed alongside each product, No Prob Co operates on a pay-what-you-can model. Financial accessibility is important to O’Rourke and part of what inspired the name for her business.
“I say no prob and no problem all the time and also I really wanted this to be like an accessible business . . . Accessibility is part of the “no prob” in the name because it's something that I feel I've definitely been relaxed about instead of like “these are my prices, this is what you have to pay”,” explained O’Rourke.
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As a recent graduate, she understands that affordability is of particular concern to students when shopping for jewellery, whether it is for themselves or loved ones.
“I think when I was a student, I was very disappointed when I couldn’t find things that I could afford that I liked . . . [but] if somebody else is making it and I can pay what I want, I think that's a lot more accessible and a lot more like inviting for students particularly,” said O’Rourke.
“I think when I was a student, I was very disappointed when I couldn’t find things that I could afford that I liked . . . [but] if somebody else is making it and I can pay what I want, I think that's a lot more accessible and a lot more like inviting for students particularly,” said O’Rourke.
O’Rourke acknowledged that while it might not be the most sustainable business practice, No Prob Co is more of a passion project than a business. She wants it to be something enjoyable not just for her, but for others as well.
“I really want someone to walk away with something they really like and I think at the end of the day that's why I make these things because I really like to make them. So people who maybe like the same things I do can buy them at the rate they want to buy them at and can walk away with something that they can cherish,” explained O’Rourke.
Hamilton influencer started new business with a friend during the pandemic
Many have taken the pandemic as an opportunity to tackle new projects and launch new businesses. Among these is Hamilton-born-and-raised influencer Nicole Alexander, whose love of fashion has snowballed into online sustainable goods store, Steeltown Sistas. The store sells mostly vintage clothing pieces but occasionally sells home goods.
Alexander created Steeltown Sistas with a good friend in May 2020, while stuck at home during the first wave of the pandemic. The two women share a love for sustainable, unique and vintage fashion. Steeltown Sistas has become a way for them to share their passion with others.
Alexander created Steeltown Sistas with a good friend in May 2020, while stuck at home during the first wave of the pandemic.
Steeltown Sistas operates through its Instagram page and the reception so far has been quite positive. Many people are happy to engage with Steeltown Sistas and offer pieces for the store’s collection.
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With a background in marketing, Steeltown Sistas is not the first time Alexander has been involved in business and fashion. Alexander actually began selling clothes while she was in university. She saw re-selling her clothes and clothing swaps as a great way to engage with fashion sustainably.
She currently runs the blog Hamilton Hippie, which she describes on her website as a place to come to get the scoop on the greater Hamilton area. She was also one of the co-owners of Bought It Local, an online maker market, which had a similar concept to Steeltown Sistas. Unfortunately, it had to close earlier this year because it became too difficult for Alexander and her partner to manage the business and full-time jobs.
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“We decided to go out while we were on top, essentially. But it really sucked because we both love the business concept and we both definitely think it can work. But it does require a heck of a lot of time investment and that's just something you really could not sustain as young working women. It just wasn't really possible,” explained Alexander.
While Alexander has been involved with a number of businesses in the past, she typically worked more behind the scenes. With Steeltown Sistas she has taken a much more active role, curating and creating pieces.
“This has been a really cool experience being on the side of the physical component of creating, rather than just creating digital content. That's been like the coolest takeaway for me, how much I enjoyed the process,” explained Alexander.
“This has been a really cool experience being on the side of the physical component of creating, rather than just creating digital content. That's been like the coolest takeaway for me, how much I enjoyed the process,” explained Alexander.
It is important to Alexander that individuals walk away from Steeltown with items that they will not only enjoy but find useful. Affordability and sustainability are also important concerns to her and she is conscious of the importance of these to students as well.
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“I think as a student, it's always great to be able to get a deal, period . . . I think [buying and selling your clothes] is a great thing to get into if you’re a student,” she said.
“I think as a student, it's always great to be able to get a deal, period . . . I think [buying and selling your clothes] is a great thing to get into if you’re a student,” she said.
These are still the early days for Steeltown Sistas. Alexander said that they are hoping to branch out into upcycling clothes. They also hope to figure out a method for facilitating larger clothing swaps throughout the Steel City.
Fourth-year student Abi Oladesu is beautifying clients through her business Desu Beauty
Abi Oladesu has been doing makeup for most of her life. She started having fun with her mother’s makeup from the age of 10 and decided a few years later to challenge herself to increase her skills. She did someone else’s makeup for the first time when she was about 16.
During her second year at McMaster University, the biochemistry student started thinking about taking makeup more seriously. However, it wasn’t until she was quarantining during the COVID-19 pandemic that she decided to take the leap and start her business, Desu Beauty on Oct. 30, 2020.
There are three components to Oladesu’s business. As she has received many requests for makeup tutorials and enjoys teaching, she decided that she would post makeup tutorials on Instagram and offer beginner and intermediate lessons.
The second part of her business involves posting her own makeup looks in order to improve her skills and show clients what she can do. Lastly, she does makeup for clients’ weddings, photoshoots, proms, graduations and other events.
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It is important to Oladesu that when she does clients’ makeup, she isn’t turning them into a different person but highlighting the best parts of them. This goal stems in part from her own experience with makeup. When Oladesu was a preteen and early teenager, she used makeup as a way of hiding her face. Now she uses makeup to accentuate her features and seeks to do the same for her clients.
“Obviously nobody wants that for themselves, but I don't think there's anything necessarily bad about [being self-conscious] in the sense that we all feel self-conscious once in a while. We're in a society where the beauty standards are very high and they change all the time, but it's important to remember . . . you're the one that at the end of the day determines your worth to other people,” said Oladesu.
"We're in a society where the beauty standards are very high and they change all the time, but it's important to remember . . . you're the one that at the end of the day determines your worth to other people," said Oladesu.
This mission is embedded in the name of Oladesu’s business. While she originally called it Desu Beauty as a reference to the last four letters of her last name, she realized upon reflection that it had a deeper meaning for her.
“I'm a very large fan of anime and so desu . . . basically means “to be” . . . I am [also] Christian [and] in the Bible, it's like “we are beautifully and wonderfully made” . . . So to be that beautifully and wonderfully creative person, you have to love yourself in every aspect, whether that's with wearing your natural face out and being super proud of it or getting the skills to do your makeup really well so that every time you look in the mirror . . . you’re like, “wow, I feel beautiful, I know I'm beautiful.” . . . I want you to be the best version of yourself or at least to look at yourself and be like "wow, I feel like that beautifully and wonderfully made person,"” explained Oladesu.
Since she started, Oladesu has received positive reception and a lot of support from family and friends. Unfortunately, the ongoing pandemic has decreased the number of events for which people would get their makeup done. At the same time, Oladesu credits the pandemic with giving her the time to start her business.
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Oladesu also sees online classes as a blessing for her since she started her business. Instead of spending all day on campus and then doing makeup appointments, she can better make her own schedule by doing makeup during the day and watching recorded lectures afterwards. Managing the business alongside her demanding degree and other commitments has also encouraged her to better prioritize her time.
Oladesu looks forward to continuing to grow her following and reach more people through her business. As she will be graduating soon, she is considering how she might integrate her love of makeup into her career.
“I'm definitely a cautious person so . . . right now, I definitely am going to finish my biochemistry degree and I'm going to see if I could get a job with that. But working with makeup has gotten me interested in cosmetics in general so [maybe] I can mix my biochemistry major with cosmetics and then possibly go into formulation or something along those lines,” said Oladesu.
"I definitely am going to finish my biochemistry degree and I'm going to see if I could get a job with that. But working with makeup has gotten me interested in cosmetics in general."
To other students with a skill they are considering turning into a business, Oladesu says to just start. She recalls that she felt the need to have high-quality foundations in every colour before she began her business. However, since she started, all her clients have used colours that she had already had.
“There's nothing wrong with humble beginnings. You don't have to have everything, you don't have to have the best of everything," Oladesu said. "It's better to just start because honestly, I feel like people appreciate watching you grow and watching you improve.”
The Wig Hall is an opportunity for students to try something new with their hair
After years of wearing the same hairstyles, second-year kinesiology student Inès Ndzana wanted to switch it up. Inspired by celebrities wearing wigs and weaves, Ndzana got a wig made when she was in Grade 11 and loved it.
A few years later, Ndzana learned how to make her own wigs and opened her business in October 2020. The Wig Hall offers custom wig construction as well as wig colouring and styling for ready-made wigs.
“I was always wearing wigs, switching it up. I just liked it. I have my curly one if I want to have fun. I have my short one if I want to be serious and professional. And I just liked how quickly I could switch it up,” explained Ndzana.
As someone who has always enjoyed challenging herself and learning new things, Ndzana had started exploring how to make wigs in early 2020. However, it was not until the early months of the pandemic that she had an opportunity to really dive into it and perfect her process. Using her mother’s sewing machine, she taught herself how to sew and made her first few wigs.
During her first year at McMaster University, she had also noticed that many of her friends would make trips back home just to get their hair done because they couldn’t find a stylist around campus or weren’t comfortable having their hair done by someone new.
“My friends always go back home to do their hair. I'm learning a new skill and I want to give out, you know? If I have the skill, I want to do it . . . There's obviously still room to grow, but for the most part, I feel like I perfected my wig making and I was like "okay, why not bring this to Mac? Why not bring this to campus so that girls don't always have to go so far if they want wigs or stuff like that?"” said Ndzana.
The Wig Hall is very much a student business for students. For example, one barrier Ndzana identified that might prevent those interested in wigs from trying them was the financial cost, as custom wigs can often be very expensive. So it’s very important to her that her business is accessible to students.
At its core, The Wig Hall is about giving people an opportunity to try new things, to take a leap of faith and to find something new that makes them feel good and comfortable in their own skin.
“I just hope that someone comes in and sees the style they've never tried and gets that style and they walk away loving it. Or they've never gotten colour on their head and they walk away loving it . . . I want everyone to walk away loving it, feeling inspired and just seeing it and be like, "I want to try that" or "we're gonna switch it up’ or ‘I'll get a longer length" or "I’ll go really short this time,"” said Ndzana.
[media-credit name="C/O Inès Ndzana" align="center" width="1920"]
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Speaking of leaps of faith, starting The Wig Hall was a huge leap of faith for Ndzana. Initially, she had been nervous about the launch, unsure if anyone would be interested in her business, but it seems she needn’t have worried. The reception so far has been incredibly positive, which has been especially heartening.
She’s so glad now that she took that leap and encourages other students to do the same if they have an idea.
“If you have an idea and if you want to do something, you should absolutely do it because it's scary and it's daunting and it's anxious, but once you do start and once you get the ball rolling, it is very fun and you learn a lot of things and you enjoy the ride. So I would say if you have an idea, work on that idea, start it and a lot can come from it,” said Ndzana.
Through The Wig Hall, Ndzana is making wigs more accessible to students and giving them an opportunity to try something new. But more than that, her business is also an incredible example of the good things that can come from taking a leap of faith.
Shop Boho is carving out space in the Bohemian market and supporting Black business owners along the way
Stories build communities and celebrate cultures by bringing together ideas, emotions and experiences in a meaningful way. Some stories are told through books or movies, others are told through artifacts or products. At Shop Boho, each accessory paints a landscape and tells a story of a different culture from around the world.
Shop Boho is an e-commerce, Bohemian-inspired accessory and lifestyle brand that was launched in July 2020. Each jewelry is unique and handpicked from vendors by Shop Boho’s founder and McMaster alumna, Yosra Musa. The names of the pieces are inspired by cities whose landscape, aesthetic or culture is reflected in the design of the piece. It is how Musa integrates diversity and breathes life into all of her products.
“I don't want to be wearing what everybody else is wearing. I like to think of my pieces as a statement and as a talking point,” explained Musa.
Musa started the brand because she noticed a lack of representation of people of colour in the market for bohemian lifestyle products.
Bohemian lifestyle describes an unconventional life often lived by constant travellers, artists or other creatives. Bohemian style captures this way of living through objects, colours and patterns from many different cultures. However, a quick Google search of “Bohemian style” yields results that are rather disappointing. Instead of the diversity that you would expect to see, the vast majority of the images are of white blonde women wearing colourful and patterned dresses.
So undeterred by the current pandemic, Musa decided to use her strong background in supply chain management and her interest in alternative lifestyles to address this gap in the market.
Support from the community was a significant factor in successfully opening Shop Boho. Musa was promoted by local platforms such as Blk-Owned Hamont and received a microgrant from Black Artists Union, an art collective that showcases work by Black creators. The microgrant allowed her to expand her resources and have more creative freedom.
As a way to give back to the community, Musa is planning workshops and sharing YouTube videos documenting the challenges she faces as a small business owner and how she overcomes them. She is also sharing other lessons from her supply chain management experience. Musa understands that the initial learning curve of opening a business can be a financial burden and setback for many new business owners or discourage people from pursuing their entrepreneurial goals altogether.
“There's so many people that want to start an online business and anybody can do it. But I'm hoping that people can bypass a lot of the challenges that I faced by sharing that information,” said Musa.
One of the critical values of Shop Boho is representing and supporting Black women-owned businesses. Musa has always been an advocate for anti-racism movements. When she was a student at McMaster, she received the Lincoln M. Alexander Award for her contributions toward removing racial barriers in the community. She helped to establish McMaster’s African and African Diaspora Studies minor and co-founded Nu Omega Zeta, the second Black-focused sorority in Canada.
Musa realized early that it wasn’t enough for her as a Black woman entrepreneur to support and celebrate Black Girl Magic, a movement that highlights the beauty, power and resilience of Black women. She realized that she had to support an entire ecosystem of Black business owners. For example, for her upcoming winter collection, she purchased from women and/or Black-owned vendors.
“It's time for people, especially during this Black Lives Matter movement, to really think about their purchasing decisions. Purchasing from a small Black-owned business shouldn't feel like charity. They should be products that you genuinely enjoy and love. But as a consumer, you just need to be aware of where you're really putting your dollars and who you're supporting,” said Musa.
Currently, Musa is most looking forward to her winter collection, which will feature gold-plated, minimalist and classic jewelry pieces as well as staple everyday accessories such as tote bags and travel mugs. In the future, she hopes to host in-person pop-up shops in the Hamilton and Toronto areas.
