ESTEVAN — Jill Ruep, creator of what she says is the first Indigenous-led beading app in North America, has won a rural pitch contest in Estevan, securing $18,000 in funding and support to grow her culturally inspired tech business.
Ruep's company, Ma Fii Lii Rasaad (Michif for My Daughter’s Beads), was selected as the winner of the rural pitch contest that was part of the Innovation Conference for Economic Development (ICED) in Rural Areas Sept. 23 and 24 at Affinity Place in Estevan. A panel of five judges from Western Canada selected her business from a field of four entries.
She won a $15,000 investment along with $3,000 in support from the McKercher LLP.
In her speech to the crowd and the judges, Ruep told the crowd she is the first Indigenous person in North America, and possibly the world, to create a beading app and provide a digital platform that appeals to the next generation and enables users to express their cultural creativity.
“Most importantly, I honour and respect traditional ways of learning through storytelling,” she said. “Our traditional knowledge is being lost in the digital world. Beading carries stories, teachings and identity, yet online resources lack culture, especially for those without access to elders. Existing apps aren’t Indigenous-led and don’t reflect our values.”
She believes her app fills a gap for Indigenous youths looking to reconnect.
“My app blends tradition with technology in the modern, culturally-respectful way,” said Ruep. “Users can design patterns while engaging with teachings, technology and culture, making it a way to learn and reconnect.”
Accessible to youths, educators and community, Ruep said it preserves traditions while empowering Indigenous youth to express creativity and carry teachings forward.
A prototype was created in partnership with the Southeast College’s computer science students. Ruep said it showcases features like custom patterns, accessibility tools and cultural content, and is ready for feedback, making both a design space and a cultural learning hub for all ages.
“All of the mentorship I’ve been getting from them is truly working,” she said. “It’s just invaluable. I won a pitch competition and had never been in a pitch before.”
Over 1,000 beading kits have been sold, she said, generating nearly $30,000 in revenue in just five months. The app has also been showcased at events and attracted lots of interest.
“There is a growing movement to refresh culture in beading, and youth want digital tools to reconnect with their heritage. Institutions are also looking for Indigenous-led resources,” she said.
The hybrid model offers a $5 per month subscription or a one-time purchase.
The money she won will be used to fund a student developer for nearly a full term. With grants, she believes she can have six to nine months of development and hire Indigenous content creators. She will also spend another term with the Centre of Sustainable Innovation at the college and work with the computer science students.
She hopes to bring Indigenous storytellers and artists to enrich the content and launch the app on the market so it can be used as an educational tool. She also hopes to open a studio Estevan.
“Our marketing strategy is community driven. We’ll continue with social media, cultural events and powwows, which have proven successful. We’ll also collaborate with Indigenous influencers and partner with schools to integrate the app into the classroom.”
She admits she was surprised to find out there wasn’t an existing app.
“When I searched for an app when I was trying to learn how to do this, and picking up where I left off with beading, I wanted to make my own custom pattern in design. I went online, searching for inspiration and I couldn’t believe that there wasn’t an app already out there that was compatible with all devices.”
Andrew John Leaman from the Yorkton area finished second with his business Chariot Command, which uses cameras to monitor the mechanical condition of farm equipment. The other entrants were Christy Skelton of Rosetown with Emerald Acres Canada Ltd., which takes human waste, both landfill and bio, for the development of new value-added products that benefit the economy and eliminate the need for ongoing growth of waste management sites; and Brian Pederson with SiteFX, which is trying to create efficiencies in administration for construction companies.
“The other pitchers were really amazing. There’s some great innovative ideas out there. I really, really like the one who has the cameras on the farm equipment. I was really engaged with his pitch and it made sense to me. I can see it being a really useful tool,” said Ruep.
Judges included local oilfield entrepreneur Jim Wilson of Wil-Tech Industries; former Saskatchewan Roughrider Wes Cates, who now works for SaskPower; Chris Edwards with Tallgrass Ventures; Nolan Murray with Affinity Credit Union, and Christian Boyle with the Saskatchewan Indigenous Economic Development.
