In an exclusive interview with Indigenous-SME Business Magazine, Janelle Alphonse, founder of Indiginize Creation, shares how she is redefining Indigenous art and wearable storytelling. From TikTok recognition to freehand burnt apparel and immersive Pow Wow workshops, Janelle discusses how her work empowers Indigenous identity, fosters community connections, and inspires other Indigenous entrepreneurs to honor culture while building sustainable businesses.
Interview By SK Uddin
Janelle Alphonse is behind Indiginize Creation, a small business rooted in her lifelong passion for art, where she creates and sells beautifully custom-designed burnt hats and apparel. Beyond wearable art, she also shares content from the pow wow workshops she hosts, offering immersive experiences for participants and her audience grounded in her Indigenous traditions, culture and teachings.
Your work with Indiginize Creation has now been recognized nationally through TikTok Canada’s 2026 Indigenous Voices to Watch list. How has social media helped you grow not just a business, but a community around Indigenous art, culture, and storytelling?
TikTok has given me a larger platform to Indigenize the spaces I move through, whether that’s fashion, art, or entrepreneurship. It has opened doors for collaboration, increased visibility for my work, and, most importantly, created opportunities to amplify other Indigenous creators and communities, not just myself. Through TikTok, I feel comfortable sharing content that celebrates our heritage, culture, and music. It’s a platform that supports and amplifies creatives like us, and its diverse community of Canadian creators from many different backgrounds makes it a powerful place to connect and learn from one another.
As a creator and small business owner, I’m proud to be part of a platform that celebrates Indigenous voices, creativity, and entrepreneurship. TikTok has allowed me to share both my art and culture with audiences across Canada and beyond. Through the platform, Indigenous creators can build communities, grow businesses, and create meaningful connections through storytelling, humour, teachings, art, and everyday life. The power of first-person storytelling is incredibly important. TikTok gives Indigenous creators the space to reclaim and share our narratives through our own lived experiences, creativity, and perspectives. It allows us to celebrate our identities, preserve traditions, and tell our stories authentically in our own voices.
Every hat and apparel piece you create is freehand burnt—no stencils, no outlines—making each one a one-of-a-kind story. How do you translate a customer’s personal connection to their culture, identity, or journey into a visual design on a wearable piece of art?
My work is not just about creating something beautiful—it’s about sharing stories, honouring where we come from, and helping people feel connected to their wearable art in a meaningful way. As an Indigenous artist, storytelling is at the heart of everything I do. I see each commission as a collaboration built on trust and respect. My goal is not simply to decorate a hat or piece of apparel, but to create something that allows the wearer to feel seen, connected, and proud of who they are. When they put on that piece, they are carrying their story with them.
Because every piece is freehand burnt, no two designs are ever the same—just as no two journeys are the same. My goal is to honour each person’s story and transform it into wearable art that feels authentic, personal, and deeply connected to the individual wearing it.Through my art, I’ve been able to create pieces that celebrate identity, resilience, culture, and personal growth. For me, the greatest compliment is when someone says, “You captured exactly who I am.” That’s what I strive for in every piece I create.
You also host Pow Wow workshops that are as much about movement and heart health as they are about cultural learning and connection. What do participants often share with you after a workshop, and what do you hope they carry with them when they leave?
One of the most meaningful things participants share with me after a workshop is that they leave with a deeper understanding of Indigenous culture and a stronger personal connection to it. Participants learn that Pow Wow dancing is about much more than movement—it’s a celebration of identity, community, resilience, and healing. Many also tell me they didn’t realize how physically engaging it would be. The dancing gets everyone moving while showing them that wellness can be rooted in culture, joy, and connection.
For non-Indigenous participants, I hope the experience encourages a greater understanding of Indigenous Peoples and the importance of reconciliation. It begins with learning, listening, and building relationships, and I believe cultural experiences create meaningful opportunities for those conversations to happen. For Indigenous participants, I hope the workshops strengthen their sense of pride, belonging, and connection to culture. Whether someone is reconnecting with their roots or learning something new about their traditions, I want them to leave feeling empowered, celebrated, and inspired to continue their cultural journey.
Your story about harvesting your first buck with your dad, gifting the meat to your grandparents, and using the deer toes on your pow wow regalia is powerful. How does that experience influence the way you think about responsibility, reciprocity, and using every part of creation in both your life and your art?
Harvesting my first buck with my dad was one of the most important teachings I will carry with me throughout my life. It taught me that every gift from creation comes with responsibility. Gifting the meat to my grandparents showed me that harvesting is not just about providing for yourself—it’s also about caring for your family and community. Using the deer toes on my regalia was another way of carrying that respect forward, ensuring every part of the animal was honoured and given purpose. That experience shaped the way I live and create today. It taught me to be intentional, to honour the origins of things, and to recognize that everything is interconnected. In my art, I strive to embody that same mindset by creating with purpose, telling stories that matter, and respecting the people and teachings that inspire my work. It also reminds me that reciprocity is about giving back. Whether through my wearable art, cultural workshops, or sharing Indigenous perspectives, I feel a responsibility to contribute to my community and help create understanding between people. Those teachings continue to guide not only the artist I am, but also the person and business owner I strive to be.
From Pow Wow Pitch wins and the Aritzia Fashion Grant to debuting a new freehand burnt apparel line and vending at major events, your journey has moved quickly. What do you see as the next chapter for Indiginize Creation, and what advice would you offer to Indigenous entrepreneurs who want to honour their culture while building a sustainable business?
The next chapter for Indiginize Creation is about expanding the impact of what I do beyond wearable art. I want to continue growing my freehand burnt apparel and hat collections while creating more opportunities for meaningful connection through workshops, cultural experiences, storytelling, and digital content. TikTok has shown me that people are looking for authentic spaces to learn, connect, and engage with Indigenous culture, and it has helped me reach communities far beyond where I started.
My vision is to host more workshops that focus not only on business growth and entrepreneurship, but also on personal growth, self-discovery, cultural identity, and helping people reconnect with who they are. I also want to continue creating spaces where both Indigenous and non-Indigenous people can come together to learn, ask questions, and build understanding through authentic cultural experiences. Whether through Pow Wow dancing, storytelling, art, or conversation, I believe sharing our culture is one of the most powerful ways to foster connection, inspire growth, and contribute to reconciliation.
My advice to other Indigenous entrepreneurs is to stay grounded in who you are and why you started. There can be pressure to fit into traditional business models, but some of the most meaningful and successful businesses are built from authenticity. Be patient—growth doesn’t happen overnight. Stay open to learning and don’t be afraid to take up space. There is room for Indigenous voices, Indigenous innovation, and Indigenous leadership in every industry. I hope to inspire others to embrace their identity, share their gifts with confidence, and recognize that culture and business can grow together in a powerful way.
Disclaimer : Indigenous-SME Business Magazine is committed to providing insightful interviews that highlight the successes and challenges faced by small and medium-sized businesses. The views expressed in this interview are those of the guest and may not reflect the opinions of the magazine or its affiliates.
