b'FASHION SPOTLIGHTDEVON FIDDLERFOUNDER, SHENATIVEThat was a difficult time, but I took all the possible steps to get out of my lease, apply for government support programs, and Devon Fiddler didnt have a specific product in mind for a busi- to work my expenses as much as I could to stay in business.ness at first. She did, however, have a goal to create a brand that would make a positive impact on the lives of IndigenousDespite an uneasy start and ongoing supply chain challenges, women. Leveraging her skills as a business coach and mentorSheNative is on the road to recovery. Fiddler reports that the in her Cree community of Waterhen Lake First Nation incompanys e-commerce sales have been growing at a steady Saskatchewan, Fiddler went on to match that ambition withpace, and the company is in a position where it can start her love for Indigenous fashion by creating SheNative. Thelooking for a larger space once more. I feel like our busi-whole idea behind SheNative was to help empower Indigenousness is going to grow online now, because more people are women, she says. The products were more secondary tostaying home and buying online, she adds. No one knows the mission and to the impact that we were trying to createhow long things are going to last, so were just trying to be with the brand. prepared for anything.Fiddler launched SheNative with a focus on selling handbagsWhile the business has undergone its share of changes, the and apparel inspired by Indigenous styles and materials. Shebrands focus has never wavered. Using a mix of designs, started online and began promoting her products at pow-wows,Fiddler draws inspiration for SheNative products from a range trade shows and pop-up stores throughout Saskatchewanof Indigenous cultures to bring positive attention to their before setting up a permanent shop in Saskatoon. The brandteachings, issues and successes. Back when I started, there has taken a lot of different directions, but thats the way it is.were a lot of negative news stories about Indigenous women Sometimes you need to make quick decisions when things arein the media, and there still are. What I want to do is shine a working out, and thats how Ive approached running SheNativepositive light on Indigenous woman and their positive role in for the last five years, Fiddler says. our communities.2020 has proven to be a particularly challenging year for theFiddler uses in-store interactions to share those stories and raise team. At the onset of the pandemic, SheNative had to close itsawareness for Indigenous issues. She also dedicates a portion retail location, downsize its staff, and move its operations to aof profits to initiatives in support of missing and murdered more manageable space. At the beginning, we actually hadIndigenous women and girls. SheNative has grown into a repu-to close down and work from home with our kids, sherecalls.table brand, but the journey has just begun. 22A CCAB PUBLICATION2020'