Chelsee Pettit, the winner of this season's Bears' Lair, is advocating for Indigenous economic self-determination.
"The Indigenous economy should be led by Indigenous businesses, not divided up by non-Indigenous corporations," Pettit said.
Bears' Lair, airing since 2022, on APTN, highlights Indigenous entrepreneurship by featuring 18 First Nations, Inuit and Métis entrepreneurs competing for $180,000 in cash prizes.
Participants pitch their business ideas to Indigenous business leaders and guest judges.
Former Sḵwx̱wú7mesh Úxwumixw (Squamish Nation) business development manager Tsetasiya Geena Jackson, from the shíshálh (Sechelt) Nation, serves as the executive producer, creator and core judge of the Dragon's Den-style show.
Pettit, inspired by the desire to see Indigenous languages and cultures in mainstream fashion, founded ‘aaniin retail inc’. The word ‘aaniin’ translates to ‘hello’ in the Ojibwe language.
Her apparel brand combines technology with tradition, featuring garments with embroidered QR codes that educate people about Indigenous languages.
"I saw someone wearing what I thought were Indigenous syllabics in downtown Toronto," Pettit said. "When I got closer, I realized it was just a triangle. This motivated me to create a recognizable Indigenous brand."
Pettit said that the QR codes on her apparel start conversations and share information about Indigenous languages without the wearer needing to explain everything.
Discussing the challenges faced by Indigenous entrepreneurs, Pettit highlighted the historical and ongoing barriers. "Winning $100,000 from 'Bears' Lair' helps me maintain control of my company, ensuring it remains Indigenous-owned," said Pettit, who won the second season of the show.
She added that the Indian Act, which has historically controlled many aspects of Indigenous life in Canada, continues to impact land ownership, taxes and business funding for First Nations.
“Generational wealth is a significant issue. Fifty years ago, Indigenous people weren't even legally allowed to have businesses," she said.
Pettit also shared the financial struggles she faces compared with non-Indigenous entrepreneurs. "When I talk to people, they say things like, 'Oh yeah, I'm bootstrapping my business too. I cashed out my 401(k).' But I don't have those resources. I don't have a house or anything to fall back on. If this didn't work out, I'd just have to go back to working at the mall again," she said.
Statistics from the Canadian Council for Aboriginal Business (CCAB) show that Indigenous-owned businesses contribute nearly $50 billion annually to Canada's economy.
However, access to capital remains a major barrier, with only 19% of Indigenous businesses accessing financing from major banks compared to 44% of non-Indigenous businesses according to CCAB’s 2016 Aboriginal Business Survey. This gap highlights the need for more financial support and fair economic policies.
Jackson, with over 13 years of experience working for the Nation, has supported more than 500 Indigenous entrepreneurs, organizations and First Nation communities.
She has also organized significant fundraising events, including the Residential Day Scholars Fundraiser and the Squamish Nation Annual Trades Centre Fundraiser.
"The Squamish Nation gave me the chance to really listen to the community," Jackson said. "Part of being a leader is understanding the needs and stories of the people."
Both Pettit and Jackson see great potential for Squamish to further support Indigenous entrepreneurship. Jackson is planning several new initiatives to engage Squamish and its Indigenous communities and urged locals to support Sea to Sky Indigenous businesses for services and goods.
"When you need a caterer, plumber, electrician or someone to do your makeup, look at local businesses first," Jackson said. "They are competitive, reliable and create a sustainable economy within the community."
Find a list of Nation run businesses on the Nch’ḵay̓ Development Corporation website.
According to a report by the National Aboriginal Capital Corporations Association (NACCA), Indigenous small and medium-sized enterprises (SMEs) are growing at five times the rate of non-Indigenous SMEs. Supporting these businesses, Jackson said, will lead to stronger, more resilient local economies.
Bhagyashree Chatterjee is The Squamish Chief’s Indigenous and civic affairs reporter. This reporting beat is made possible by the Local Journalism Initiative.
