Alright – so today we’ve got the honor of introducing you to Amanda Bernard. We think you’ll enjoy our conversation, we’ve shared it below.

Amanda, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for Shawish Market was born out of a deep sense of admiration and frustration. While working with Indigenous youth, I was constantly inspired by the immense talent of Indigenous artists, many of whom were not receiving the recognition or support they truly deserved. I also had many friends who created stunning beadwork—pieces so beautiful and meaningful that they deserved to be seen by the world. Yet, despite their artistry, these creators faced significant barriers to accessing wider markets.

Having run a small e-commerce business myself, I understood how hidden fees could undermine a small enterprise. These fees often forced artists to overproduce just to cover expenses, leading to burnout and a loss of joy in their craft. This inspired me to envision a platform that would uplift Indigenous artists and entrepreneurs without the financial strain of traditional online marketplaces. It had to be cost-effective, supportive, and grounded in the values of the community.

In August 2022, I launched Shawish Market, a custom-built website similar to Etsy but designed specifically to empower Indigenous entrepreneurs. What makes Shawish unique is its vendor-friendly approach—artists don’t pay any vendor fees. This allows them the flexibility to prioritize their well-being, taking breaks when needed without worrying about ongoing costs. For example, if an artist needs a month to focus on their mental health, they’re not penalized financially. This approach respects the holistic well-being of our vendors, aligning with Indigenous values of balance and care.
Shawish Market isn’t just about eliminating economic barriers; it’s also about fostering trust and authenticity. Our vendor verification process ensures that all products sold are authentic and directly benefit Indigenous communities. Additionally, we honor Indigenous ways of knowing by listening to our Elders and incorporating practices like a trade system, which reflects traditional economic exchanges.

Today, Shawish Market hosts over 180 vendors offering more than 700 unique items. We’ve cultivated a strong and growing community, with over 15,000 Instagram followers. The platform has become a hub for both cultural preservation and economic empowerment.

The name “Shawish” holds deep personal significance. It was my family’s original last name, until settlers made them change their last name which they chose Bernard after their favorite priest. Naming the marketplace Shawish is my way of honoring my ancestors and reclaiming our identity. This journey has been driven by love, purpose, and a commitment to creating opportunities for Indigenous artists to thrive.

Shawish Market is more than a marketplace; it’s a movement to remove economic barriers and foster sustainable growth within Indigenous communities.

Amanda, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi! My name is Amanda Bernard, and I’m a proud member of the Madawaska Maliseet First Nation. I currently live in Toronto, Canada, but my roots remain strong in New Brunswick, where my dad and siblings live on the reserve, and my aunt serves as the current chief of our tribe. My heritage and community deeply inspire my work and drive my commitment to supporting Indigenous artists and entrepreneurs.

I am the founder of Shawish Market, an Indigenous-owned and custom-built platform that’s reimagining e-commerce. Think of it as a more equitable version of Etsy, designed specifically to empower Indigenous entrepreneurs. What sets Shawish Market apart is our no-fee model—we don’t charge vendors to join or sell on the platform. This approach removes economic barriers and ensures that artists retain the full value of their work, fostering sustainable growth within Indigenous communities.

Shawish Market is more than just an online marketplace; it’s a movement to preserve and amplify Indigenous culture. Our vendor verification process ensures authenticity, so every product sold directly benefits Indigenous communities. When a customer makes a purchase, the payment goes straight into the artist’s bank account—creating immediate and direct economic impact. Additionally, we honor Indigenous ways of knowing by incorporating traditional practices like listening to our Elders and reintroducing trade systems, allowing Indigenous and non-Indigenous people to trade goods just as our ancestors did.

Since our launch, Shawish Market has grown to host over 180 vendors offering more than 700 unique items, from beadwork to traditional medicines. We’ve built a vibrant community with over 15,000 Instagram followers, and we’re continually expanding. By onboarding vendors from the U.S., we’re breaking down colonial borders, and our goal is to grow to 300 vendors by the end of 2025.

Our work has been recognized in notable publications like Say Magazine, Tribal Business News, and APTN. I was also honored to be selected as a 2023 MIT Solve Fellow, a recognition that reflects the impact and innovation of Shawish Market.

What I’m most proud of is the way Shawish Market creates opportunities for Indigenous artists to thrive while staying true to their values. It’s not just about selling products—it’s about preserving culture, fostering economic independence, and empowering our communities. Shawish Market is a labor of love, inspired by my ancestors and fueled by a vision of a future where Indigenous entrepreneurs are celebrated and supported.

How did you build your audience on social media?

With Shawish Market, I was able to grow our Instagram following to over 15,000 since our launch in 2022. Building a social media presence takes strategy, consistency, and a clear vision of your brand. Here’s how I did it and some advice for anyone starting out:

1. Consistency Over Frequency
I didn’t post every day, as that can be overwhelming and unsustainable. Instead, I aimed to post every third or fourth day. The key is consistency, not constant posting. To stay on top of this, I planned my content well in advance. For example, I always tried to have at least six posts prepared ahead of time. This allowed me to keep posting even during busy periods.

2. Curate Your Feed
It’s not just about individual posts looking great—it’s about the overall aesthetic of your feed. When someone visits your profile, do all your images flow together? Is there a cohesive pattern, theme, or color tone? These visual details play a big role in creating a professional and appealing presence, which helps attract and retain followers.

3. Find and Use the Right Keywords
One of the biggest factors in growing Shawish Market’s audience was figuring out the right keywords to attract my target audience. This took some trial and error, but once I discovered the phrases that resonated, I wasn’t afraid to repeat them. A marketing expert once told me that people often need to hear a message three or four times before it really registers. So, don’t hesitate to reinforce your key messaging consistently—it’s an essential part of building trust and recognition.

4. Leverage Instagram’s Features
Instagram loves video content, so posting Reels was a game-changer. Reels are highly prioritized in the algorithm and have the potential to reach a much broader audience than static posts. If you have the time, focus on creating engaging, short-form videos that align with your brand’s message.

5. Use Paid Ads Strategically
Running paid ads was another major factor in our growth. Once I identified the keywords and messaging that resonated with our audience, I promoted those posts specifically. This ensured that our ad spend was effective and reached the right people.

6. Final Thoughts
Growing an audience on social media is a marathon, not a sprint. Plan ahead, be consistent, and always focus on quality over quantity. Most importantly, understand your target audience and tailor your content to their needs and interests. Social media is a tool, and when used intentionally, it can create incredible opportunities for connection and growth.

What’s a lesson you had to unlearn and what’s the backstory?

A lesson I had to unlearn is that profit is the ultimate goal. Coming from a business background and studying business programming in university, this mindset was ingrained in me. I was taught that success was measured in numbers, and phrases like “maximize profits” were the standard mantra. However, as I embarked on a journey to understand decolonization, I realized that this perspective was not aligned with the values I wanted to uphold.

Through research and reflection, I came to see how colonial language and practices dominate sales and entrepreneurship. Terms like “sales funnels” and “pipelines” emphasize industrialization and the processing of people into customers. This approach treats relationships as transactions and prioritizes persuasion and overcoming objections. These concepts are deeply rooted in colonial ideologies, focusing on extraction and exploitation rather than connection and collaboration.
Decolonizing sales required me to rethink everything I had learned. For me, this meant returning to pre-contact values and practices that center people, relationships, and reciprocity. It’s about creating genuine connections and ensuring that every interaction is mutually beneficial. Rather than convincing or converting, the focus shifts to understanding, honoring, and uplifting others.

This shift wasn’t easy—it challenged everything I thought I knew about business. But it has profoundly shaped how I approach Shawish Market. By prioritizing community over profit, I’ve found a way to create a business model that not only supports Indigenous artists but also honors the principles of trust, respect, and shared success. It’s a lesson I’m grateful to have unlearned, as it has allowed me to build something truly meaningful.

Contact Info:

• Website: https://www.shawishmarket.com
• Instagram: https://www.instagram.com/shawish.market/
• Facebook: https://www.facebook.com/shawish.market/

Image Credits

Artwork is by Patrick Paul (Absolute Original Art)

One photo is myself (Amanda Bernard) closer head shot is Maya Bernard