We recently connected with Chantel Coyle and have shared our conversation below.

Chantel, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

The mission for my brand has evolved over the years. In the past my pain focus would be to support mall businesses in their journeys. It was to help businesses break into the Modern way of small businesses which is focusing heavily on a social media presence and how to present your business at our large market events. Now, that is still a goal of mine but there’s been a huge shift in this industry. It used to be easy to get our communities to support small businesses but coming out of the pandemic, the world is very loud again, The issues our local economy faces become less important when outside issues are in our faces again.
Convenience shopping takes over and stores like mine are beginning to be left in the dust.
Recognizing this, I know I have to evolve my brand. For the 98th time.

The mission is to connect communities. To bridge the gap between areas to help the flow of traffic between communities reach the small businesses I know they’ll love. To showcase how convenient shopping small can be. Collaborating with different groups of people from all walks of life is very important to me as well. I’ve got a lot to learn in this life.
Through this mission I hope to evolve this industry from what it used to be.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

There is really a lot to share about how I got into this industry but I’ll break it down the best I can. First, up until I opened the shop I was coasting through life with undiagnosed ADHD. Finding myself in the creative realm over and over again in my life, I knew I’d end up in this industry somehow.
I got to this place in my life after having my first child in Australia with minimal support outside of my marriage I took to attending handmade markets in Mackay, QLD. I discovered a really cool community but I found there was a large void in each event. There was never any cute boy stuff.
I bought a sewing machine and watched YouTube tutorials. I taught myself how to sew and I first started making kids slippers and moccs. That evolved over time but that’s how I got into this industry.

Moving back to Canada, I was still extremely into what I was making and found some local events. My little brand called Coyles Cubby changed over time as my life did.
Starting in this industry as a handmade vendor I signed up for vendor events all throughout our area and I was introduced to a weird world. What looked like a community largely made up of women/mothers and a sort of camaraderie, I found out quickly was actually a community of area based cliques, social expectation and disingenuous connections. I had never felt so out of place.

I’ve since discovered the maker world is much more diverse but my intro to this industry was not nice. I felt the opposite of included. Organizers didn’t give me the time of day let alone introduce themselves. Neighbouring vendors flock to their familiar cliques and newer vendors like myself in the past are then judged and talked about. Chances are most new vendors are doing a similar craft to someone who already is doing it and has larger brand recognition. The competitive side of this industry is wild.
Having already been in the maker world I teamed up with a couple of local women and we formed The Modern Makers Market events in 2017. Between the three of us we had a lot of contacts in our world already so we put the call out! Our first event was wild. I had no idea there was such a need in our area for events like ours.

In spring 2020 we of course had to shut it all down. Events were cancelled and we were down about it.
Later in 2020 my partner and I decided very impulsively to create a shop space that mimicked our markets along with our community vibe but in a brick and mortar module.
It feels like eons ago and we’ve evolved SO much.

What we offer in store has changed with the times. Our demographic changes slightly throughout the seasons but for the most part in store we offer an incredible selection of handmade, designed and created items from little businesses all over the world. Part of what is important to me is that while supporting local makers is always important, there are thousand of incredible businesses we don’t even know about. Thousands of products we’ve never seen before.
I love introducing people to new things and new businesses.
Right now the most popular things in our store are little things like stickers, stationary, hair accessories, clay jewelry, Demi fine jewelry, small home decor or heirloom items. Candles, skin care, apparel, glassware and art prints are also among the popular categories in store.

We’ve created a space that’s a catch all. Vendors pay a monthly rental fee and in return they have access to a bunch of services. The main one is our sales channels. In store POS, Insta ,FB, Tik Tok and google are a few sales channels that we have and as small shops build their brand recognition we are offering them a space where their shoppers can always find them. They don’t have to wait until the next market to get their hands on new launched items. Vendors can use us as a pick up point through their own sales channels. They also have access to our space for small pop ups that they can use whenever suits.
We want people to use our space as often as possible to create those connections with communities.
Through our online platform, we ship worldwide. I am always looking for ways the customer can save especially with shipping. Our newsletter that is sent out has a discount/offer in every email. So there’s always ways where the shoppers can save.
We’re also a shipping hub for purolator returns to Amazon. So when the junk you ordered from Amazon doesn’t work out, you can return it in our shop!
Vendors and shoppers are most welcome in our space. We’ve even created a cozy little hang out spot where you can eat ice cream you got from our neighbours at Tastely Box.

While there is plenty of small components that set us aside from people in our industry with similar modules, the main things that is so different is us. There is no other MMShop with Chantel and her BBF/Operations Manager, Gabby.
No one supports small business in the way we do. We project a vibe that you’re either going to love or not. I make it very clear and very easy to know who we are and I always encourage people move with the people you’re aligned with. If people don’t align with who we are, I’m not going to force that!
Transparency to a fault is kind of our Schtick.

I am most proud of finding my people. The neurodiverse community is so vibrant and full of wonderful people. I feel incredibly lucky that I’ve found what I’ve always been looking for which is somewhere I belong. I created that space for myself and hundreds of other people. I’m proud of that.

Has your business ever had a near-death moment? Would you mind sharing the story?

I can absolutely share about a time where I’ve faced near death for this business. I’m in it. Last year was the tail end of a high for this industry with the amount of support that came from our community. Shopping small looks very different now. I over invested in wholesale with small businesses last year that completely shot me in the foot.
I have only JUST paid off the debts incurred from 2022, and I’m now moving onto paying the debts incurred of 2023.

I am incredibly fortunate to have understanding, patient, loyal and rock star vendors and staff. The patience they’ve shown me while I navigate what feels like an apocalypse day in and day out has been incredible.
We are very much in a time where there is no mental rest if we want to succeed. There are dozens of ideas firing off at any one time for us to grasp onto and run with in the hopes that it will be the one that changes it all.

Lots of followers, views, comments and likes does not convert. All that does is bring awareness to my brand. The real work is done where no one sees. Typically in the back room of my shop in front of a computer. So exciting.

What do you think helped you build your reputation within your market?

Point blank just being myself. I couldn’t imagine trying to be anyone but who I am. It’s been the only reason why I can continue on in this industry. People are much more forgiving when you make mistakes in life when you’re being genuine.
It’s harder to give people credit and grace if they feel like they don’t even know you.

Caring about the connections I’ve made is also a massive factor in how I’ve built my reputation. Not everyone can say they like me but I lead in my role being authentic and showing that I’ve done my best.     

Contact Info:

• Website: www.modernmakersmarket.ca
• Instagram: https://www.instagram.com/modern.makers.ptbo
• Facebook: https://www.facebook.com/modernmakersmarket
• Youtube: https://youtube.com/@ModernMakersMarket
• TikTok: modernmakersmarketshop

Image Credits
Ali Janssen