In an exclusive interview with Indigenous-SME Magazine, Michelle Cameron, a proud member of Peguis First Nation and a mother of five, shares her remarkable journey as an Indigenous entrepreneur. As the founder of three successful companies—Dreamcatcher Promotions, Indigenous Nations Apparel Company, and Dreamcatcher Executive Offices—Michelle has built a legacy of empowerment for both her community and Indigenous businesses across Canada. From overcoming challenges in securing capital to breaking new ground with the first Indigenous-owned store at CF Polo Park, Michelle’s story is one of resilience, determination, and a commitment to reconciliation through action. In this interview, she reflects on the lessons learned, the opportunities created, and the importance of supporting Indigenous entrepreneurship in driving meaningful change.
Michelle Cameron is a member to Peguis First Nation and is a mother of five children. Michelle is the owner of three companies Dreamcatcher Promotions, Indigenous Nations Apparel Company, and Dreamcatcher Executive Offices. Dreamcatcher Promotions is the largest Indigenous owned promotional company in Canada and is one of the largest promotional companies in Winnipeg.
Indigenous Nations Apparel Company (INAC) have 4 stores within Manitoba and Saskatchewan. One store being located in the largest mall within Manitoba and recognized for being the first ever Indigenous owned store within CF Polo Park.
As the owner of three successful companies, including Canada’s largest Indigenous-owned promotional company, what unique challenges and opportunities have you encountered as an Indigenous entrepreneur in the Canadian business landscape?
As an Indigenous owner of three companies, I have experienced many challenges over the years but have also been able to cease many opportunities as well.
- Access to Capital: One of the most significant hurdles has been securing financing. Many mainstream investors may not fully understand the value and potential of Indigenous businesses, leading to biases that can impede access to necessary funding. This has required me to be creative and resourceful in seeking out funding opportunities, such as grants dedicated to Indigenous entrepreneurs and partnerships with organizations that support Indigenous initiatives.
- Cultural Misunderstandings: Navigating the business landscape can be challenging due to varying levels of understanding and respect for Indigenous cultures. This sometimes leads to miscommunications or misrepresentations in business dealings. It’s essential for me to educate my partners and clients about our cultural values and business practices, fostering a deeper mutual respect. This practice has been quite successful.
Opportunities:
- Support Networks: There is a network of Indigenous entrepreneurs and organizations that actively support one another. This community provides opportunities for mentorship, collaboration, and shared resources, which are invaluable for growth and success. Engaging with these networks has not only supported my ventures but has also fostered a sense of solidarity and shared purpose.
- Increasing Demand for Indigenous Products: There’s a rising trend in the market for Indigenous products and services, driven by a broader societal movement towards reconciliation and recognition of Indigenous rights. This shift has opened doors for my businesses to thrive as consumers seek to support Indigenous-led enterprises.
Your company, Indigenous Nations Apparel Company (INAC), has achieved a significant milestone by opening the first Indigenous-owned store in CF Polo Park. How has this accomplishment impacted your business and the broader Indigenous business community?
- Increased Visibility: Gaining a presence in CF Polo Park has elevated our brand’s visibility, attracted a diverse customer base and increased foot traffic to our store.
- Consumer Trust and Loyalty: As a pioneer in this space, customers may feel a sense of pride and support for Indigenous entrepreneurship, leading to stronger consumer loyalty and repeat business.
- Sales Growth: The exposure in high-traffic retail locations has translated to increased sales, allowing me to reinvest in my business, expand product lines, and enhance marketing efforts.
- Networking Opportunities: Being part of a prestigious retail environment has opened doors to collaborations, partnerships, and networking opportunities.
- Inspiration and Role Model: Your success can inspire other Indigenous entrepreneurs to pursue their business dreams, showing that it is possible to break into mainstream retail markets.
- Economic Empowerment: Your success contributes to economic development within Indigenous communities, potentially leading to job creation and economic opportunities for community members.
Dreamcatcher Promotions has evolved significantly since its inception as Dreamcatcher Embroidery. Can you share some key strategies that have helped you adapt and expand your business while maintaining a focus on quality and innovation?
Originally starting as Dreamcatcher Embroidery, expanding into promotional products allowed our company to cater to a wider market. This could included items like custom apparel, bags, and promotional giveaways that align with the branding needs of our clients.
Over the years Investing in advanced embroidery and printing technology can enhance production efficiency and product quality. Exploring digital printing techniques or automated embroidery machines can lead to innovative designs and faster turnaround times.
Building Strong Relationships: Fostering relationships with clients, suppliers, and local businesses can lead to repeat business and referrals. Attending trade shows, networking events, and engaging in community initiatives can strengthen these connections.
Strong Online Presence: Developing a user-friendly website and leveraging social media for marketing increased our visibility and accessibility. This included showcasing products, sharing success stories, and engaging with customers to build a community around our brand.
You’ve expressed interest in discussing reconciliation through action. In your experience, how can Indigenous-owned businesses like yours contribute to the broader goals of reconciliation in Canada?
Reconciliation is very important to me. We have been in business for a number of years, and this is by far one of the most important topics.
As the largest owned promotional company, we print 1000s of Orange shirts and ship to clients across Canada.
We use our own journey as an Indigenous entrepreneur as a case study to inspire others. Share your experiences, challenges, and successes to highlight the importance of Indigenous entrepreneurship in the reconciliation process.
Promote and build Partnerships with Non-Indigenous Organizations through joint initiatives that focus on community-building, cultural awareness, and education. Incorporating Indigenous history and perspectives into marketing campaigns, thereby raising awareness among your clients and their audiences.
As we conclude our interview, what advice would you offer to aspiring Indigenous entrepreneurs, especially those facing barriers in the business world, to help them achieve success and make a positive impact in their communities?
When I speak at various events and speaking engagements across the country, I always tell entrepreneurs to believe in themselves. Believe in what you are doing. There are going to be times that are tough, and you may want to give up but keep pushing. Surround yourself with a great support system. As a mother, I had many challenges from the moment I opened my eyes. I am a mother before anything else and my children are the reason I do what I do. I wanted to build a life for them and a business that would sustain us and grow as they did for their families to have one day.
