Empowering Generations: Ashley Michel’s Vision for Indigenous Craftsmanship

Indigenous-SME small business magazine
Image Courtesy: 4 Generations Creations

We had the privilege of speaking with Ashley Michel, founder of 4 Generations Creations, a brand deeply rooted in preserving and celebrating Indigenous culture. Inspired by her daughter and future generations, Ashley launched her business in 2018 with the goal of creating traditional attire for Indigenous communities. Overcoming challenges during the pandemic, she pivoted her vision to include a line of apparel, accessories, and resources that educate, inspire, and promote Indigenous resilience. Today, with a thriving brick-and-mortar store in Kamloops, BC, and a commitment to uplifting over 30 Indigenous artists and businesses, Ashley’s impact goes beyond commerce. As the 2023 Pow Wow Pitch Winner, she continues to empower her community and inspire others to embrace their “why” as a driving force for creating lasting change.

Weytk(hello), my name is Ashley Michel and I am Secwepemc from Tk’emlúps Indian Band. I am a Mother, Bachelor of Education Graduate (2023), & self taught Seamstress, Artist and Entrepreneur of 4 Generations Creations.

The inspiration for my business started in 2013 when my daughter was born. Growing up, there was a lack of authentic representation in fashion, media, & education. I wanted a better future for my daughter, and the generations to come – something my mom, my grandmothers, and our ancestors never had.

My business, 4 Generations Creations, aims to create designs that Educate others about Indigenous issues & resiliency. My designs unapologetically Indigenize and decolonize spaces as we walk this path towards meaningful reconciliation. I aim to create a safe and inclusive future that empowers and encourages a Positive Sense of Self-Identify, not only for my daughter, but for all Indigenous people across Turtle Island.


What inspired you to start 4 Generations Creations, and how has your vision evolved since launching in 2018?

My inspiration and “why” behind 4 Generations Creations has always been my daughter, Aveah, and our future generations to come. I wanted her to have a positive sense of self-identity as an Indigenous person – something I can honestly say I didn’t always have growing up. 

Image Courtesy: 4 Generations Creations

My original vision was to create traditional attire for other Indigenous People across Turtle Island to participate in culture such as pow wows and ceremonies. COVID-19 forced me to quickly adapt because we could no longer travel to gather at events which meant I no longer could continue my original vision. I switched gears and taught myself to draw digitally to design and create my own brand of apparel and accessories that educates and inspires others about Indigenous issues and resiliency. With the success of 4 Generations Creations, I expanded our product line to make traditional supplies, such as fabric and beads, accessible and affordable and I quickly outgrew my home. In 2023, I opened our first brick and mortar store location in Kamloops, BC & we now have capacity in-store to support and uplift a total of over 30+ other Indigenous Artists and Businesses from across Canada and USA. 


Winning the 2023 Pow Wow Pitch is a remarkable achievement! What did this recognition mean for you and your business, and how will it shape your future plans?

Pow Wow Pitch was such an amazing experience. It was a powerful feeling to be surrounded by many incredible and talented like minded Entrepreneurial Individuals. Personally, it never felt like competition – it was more of a strong supportive community and network. 

Image Courtesy: 4 Generations Creations

We are excited to purchase a new Direct to Garment Printer for our business with the goal of training our local Indigenous youth to master the machine so they feel empowered to be their own boss one day. 


4 Generations Creations has become a resource for other Indigenous artists. How do you see your role in supporting Indigenous craftsmanship and community growth?

My entire journey of 4 Generations Creations started because I wanted to create Traditional Attire for my daughter and I. It has been a complete full circle moment to now be able to supply affordable and accessible resources to other Indigenous People locally and across Turtle Island. It’s heartwarming when organizations, schools, and individuals support us in their Cultural Workshops because I truly believe that Creating is Healing and brings us back to our traditional teachings and values. 

Our store is an opportunity for our community and Allies to be educated on Cultural Diversity, Indigenous Issues, Celebrate Indigenous Resilience, and participate in the economic reconciliation and prosperity of Indigenous Families by shopping our collection of Authentically designed Indigenous gifts.


As a mother and business owner, how do you balance these roles, and what values do you aim to pass down through your work?

I am lucky because my business gives me the freedom to travel across Canada and attend pow wows. I get to set up a booth in different Nations every weekend making our products more accessible to communities. I also get to be present and allow my daughter to participate and dance at pow wows which is her favorite thing to do all summer. Nothing makes me prouder as an Indigenous Mother than to give my daughter access to her culture that was ripped from our ancestors, and doing my best to stop the cycle of Intergenerational Trauma. I love what I do but nothing beats being a mother.

Image Courtesy: 4 Generations Creations

I get excited when I see the little Entrepreneurial spark inside my daughter. She loves to help us at our store and our booths at Pow Wows. She taught herself to hand knit and she has had lemonade stands during the summer. All I hope for her is to find her passions in life, make a living out of doing what she loves, and never give up.


What advice would you offer other Indigenous entrepreneurs striving to create a lasting impact in their communities?

My “why” is my daughter Aveah. I do what I do because I want a better future for her and our future generations to come – a life full of language and culture. Where she can take up space and take pride in who she is as an Indigenous person. Therefore, my advice would be to think of your “why” because that will be your motivation to help create a lasting impact withinn your communities.

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