SASKATOON — Christine Marie reflected on her entrepreneurial journey after deciding to pursue her dream of starting a business, the fear of uncertainty still fresh in her mind. However, armed with the will to succeed and build a better future for herself and her family, she took the giant leap.
In 2022, she joined and won the inaugural SOAR Indigenous Entrepreneurship Program competition, founding Awāsis Boutique, which has since become a model of resilience and perseverance, despite moments when she questioned whether she could succeed. Awāsis is a Cree word meaning child.
She said that as an Indigenous woman starting her own business, she knew the road ahead would not be easy, but she also believed that leaping was the only way to build a better future for herself and the next generation. Sometimes, she even felt alone.
"When I think about my journey as an Indigenous entrepreneur, I think about the moments when I questioned whether I could do it or not. Starting and growing a business is exciting, but it can feel overwhelming,” said Marie.
SOAR is an Indigenous Entrepreneurship Program, a partnership between the Saskatchewan Startup Institute and Saskatchewan Indian Institute of Technology. On Tuesday, July 14, the program expanded provincewide to give other Indigenous entrepreneurs a chance to turn their ideas into reality.
Marie welcomed the expansion of SOAR into a provincewide program, saying it will allow many more Indigenous entrepreneurs to benefit from the same mentorship, training and networking opportunities that helped launch her own business.
She believes the program gives participants the confidence to continue growing long after the competition ends, providing the push to sustain your business and, along the way, establishing relationships that feel like you're doing it together.
She shared how she navigated the unique challenges she faced, such as times when she had to overcome self-doubt before entering important meetings or business events. She said maintaining a positive mindset and remembering the broader purpose behind her work helped her persevere.
"It wasn't easy. There were times when I was going into a big event or a big meeting, and you have to mentally prepare yourself and remind yourself of the people who came a long way,” said Marie, who reflected on how overwhelming it was to start and grow a business
“You're carrying a path not just for yourself, but for the up-and-coming. It was a lot of mental reminders, and making sure you're taking care of yourself. If you keep putting that good energy out there, maybe they won’t accept it right away, but eventually people will believe in your idea."
She said winning SOAR came at exactly the right time, providing not only financial support but also the confidence to continue moving forward. The funding helped remove one of the biggest obstacles facing many Indigenous entrepreneurs: access to capital.
"The funding made a real difference because every entrepreneur knows that access to capital can determine whether an idea survives or not. Nearly 40 per cent of Indigenous entrepreneurs identify access to financing as one of their biggest challenges,” said Marie.
She added that having programs like SOAR helps remove some barriers and gives entrepreneurs a chance to keep building rather than standing still, with the financial support, while significant, was only one part of the program's impact.
“Equally important were the relationships I built with fellow Indigenous entrepreneurs, mentors and business leaders who understood both the rewards and hardships of entrepreneurship. What has stayed with me was the people,” said Marie.
"It was meeting other Indigenous entrepreneurs who understood the highs, the setbacks, the barriers and everything in between. Those relationships reminded me that entrepreneurship isn't just about building a business; it's about building a community."
Marie hopes to continue mentoring and encouraging future Indigenous entrepreneurs as SOAR grows across Saskatchewan, urging aspiring entrepreneurs to seek support rather than build their businesses in isolation, citing an old proverb that has guided her own journey.
"If you want to go fast, go alone. If you want to go far, go together," ended Marie, who added that success is measured not only by the business she has built, but by the opportunities she can help create for others who are just beginning their own entrepreneurial journeys.
