Amanda Bernard Supporting Local Growth Through Shawish Market
Shawish Market’s founder and CEO, Amanda Bernard, is a proud member of the Madawaska Maliseet First Nation and an Indigenous entrepreneur who is revolutionizing e-commerce for Indigenous producers and artists. Her fee-free virtual Indigenous marketplace, based in Toronto, focuses on cultural integrity, economic justice, and ancestral storytelling. It is a potent alternative to mainstream platforms that frequently make money off of “Indigenous-inspired” work without helping Indigenous people.
Roots, Identity, and the Meaning of “Shawish”
Amanda’s family background is inextricably linked to her entrepreneurial tale. According to legends, her great-great-great-grandfather’s last name was Shawish, which her family were forced to give up when settlers coerced Indigenous people to take on European surnames. Amanda never lost sight of the significance of the original name, even if her family chose “Bernard,” the name of a priest they liked.
She recovered the name Shawish Market, a nod to her ancestors and a declaration of economic sovereignty, when she established an online Indigenous marketplace in 2022. She still lives in Toronto now, but she works closely with community members and elders in Madawaska Maliseet territory and throughout Turtle Island to influence the platform’s development.
In addition to her position as Director of Indigenous Programs at the Laidlaw Foundation and her inclusion on The Peak’s 2024 Emerging Leaders List, Amanda brings to Shawish her background working with Indigenous communities in youth programming and philanthropy.
What Shawish Market Is and Why It Matters
Similar in concept to Etsy, Shawish Market is a specially created virtual Indigenous marketplace created by and for Indigenous business owners. Verified First Nations, Inuit, and Métis artists and manufacturers from the US and Canada can set up their own stores on the platform, upload goods, and sell or trade goods directly to consumers.
Important characteristics consist of:
- No vendor costs: Shawish eliminates a significant financial barrier on platforms like Etsy, Amazon, and Shopify by not charging Indigenous businesses monthly listing or transaction fees.
- Vendor verification: Each vendor is thoroughly vetted to confirm they are Indigenous, ensuring that all products are authentic and that funds are sent directly to Indigenous communities rather than to counterfeit or culturally appropriated goods.
- Trade system: Under the direction of Elders, Shawish has brought back a customary trade feature that allows both Indigenous and non-Indigenous users to trade items, mirroring historic trading customs in a contemporary digital format.
As of 2024–2025, Shawish has over 1000 genuine Indigenous products and 200+ dealers. It also has more than 23K Instagram followers and about 100 daily website visitors.
Dismantling Barriers for Indigenous Entrepreneurs
After seeing firsthand how many Indigenous artists—beaders, carvers, textile designers, and painters—were creating exquisite work that went unrecognized and undercompensated, Amanda launched Shawish. Indigenous vendors were frequently at a disadvantage due to high costs, little assistance with digital literacy, and an abundance of phony “Indigenous-inspired” goods on popular platforms.
- By offering an affordable platform where artists retain a larger portion of their earnings, Shawish directly solves these obstacles.
- Ensuring cultural preservation and education, as each product carries stories, traditions, and artistry that teach buyers about Indigenous cultures.
- Verifying Indigenous art to prevent fraud, which aids in the fight against cultural appropriation and online deception
Shawish is a step toward decolonizing market practices and, as Amanda points out, “Shawish represents a movement towards reclaiming economic spaces for Indigenous communities…”
Global Recognition and Partnerships
Amanda’s work has attracted significant recognition. Shawish Market was chosen as an MIT Solve Fellow in 2023, putting her in the company of international social entrepreneurs addressing urgent issues. She has been featured in media such as APTN, Tribal Business News, SAY Magazine, and The Honest Talk, which spotlight her efforts to dismantle barriers for Indigenous entrepreneurs.
Shawish, a community-focused online marketplace grounded in Indigenous values, is highlighted by Red Social Innovation as a solution to social and economic issues. Shawish’s significance in Indigenous economic development is further validated by its listing as an Indigenous-owned company by the Canadian Council for Indigenous Business (now CCIB). Amanda’s wider leadership profile as a 2023 MIT Solver, Ontario Community Changemaker, and one of The Peak’s 2024 Emerging Leaders is enhanced by these honours.
Lessons for Indigenous Entrepreneurs and Allies
Amanda’s story provides valuable insights. Reclaim history as a tactic:
- She honours her ancestral name and signals a change in the ownership of economic areas by dubbing the platform “Shawish.”
- Design for equity, not simply access: structural decisions that prioritize Indigenous welfare include eliminating vendor fees and confirming merchants.
- Pay attention to the community and elders: the addition of commerce and other amenities was a direct result of community input, demonstrating that innovation and tradition can coexist.
Conclusion
Amanda Bernard is reclaiming and indigenizing digital marketplace spaces for Indigenous artists and businesses through Shawish Market, while also developing a cutting-edge e-commerce platform. Her work is a prime example of the vision, bravery, and community-focused leadership that the Indigenous SME Business Woman of the Year aims to promote.
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Disclaimer:This article is based on publicly available information intended only for informational purposes. Indigenous-SME Small Business Magazine does not endorse or guarantee any products or services mentioned. Readers are advised to conduct their research and due diligence before making business decisions.
