Stories

Member Spotlight on Ashley Clark, Founder of Bougie Birch

Ashley Clark, a Kanien’kehá:ka entrepreneur, speaker, and facilitator, is the force behind Bougie Birch and Indigenous Markets. With a background in International Relations and Indigenous Studies, Ashley works at the intersection of business, policy, and community-building. Her work focuses on advancing reconciliation, decolonization, and Indigenous economic empowerment. We sat down with Ashley to discuss her journey, the lessons she’s learned, and the role that ADAAWE Indigenous Business Hub has played in her success.

ADAAWE: Tell us about your journey into entrepreneurship. How did Bougie Birch come to life?

Ashley Clark: My entrepreneurial journey started as a form of healing and reconnection. I was navigating personal challenges, including the intergenerational impacts of colonization, and I found solace in traditional crafts and cultural practices. Bougie Birch emerged from that healing process—a way to celebrate Indigenous artistry while creating a platform for education, storytelling, and allyship. It was about honoring Indigenous knowledge and fostering economic empowerment at the same time.

ADAAWE: Was there a defining moment that shifted your perspective on business?

Ashley: Absolutely. Attending a product photography workshop at ADAAWE was a game-changer. It introduced me to a network of Indigenous entrepreneurs and resources that reshaped my mindset. That day, I realized I wasn’t just creating products; I was building something that could sustain me and contribute to my community. Visibility and self-determination became central to my business approach from that moment forward.

ADAAWE: What challenges have you faced as an Indigenous entrepreneur, and how have you overcome them?

Ashley: Navigating financial literacy and access to funding was a major hurdle. Many Indigenous entrepreneurs face systemic barriers in business financing, and I had to learn through trial and error. I overcame this by tapping into Indigenous-led economic initiatives, grants, and mentorship programs. Another challenge was educating non-Indigenous customers and corporate clients on ethical engagement with Indigenous businesses. I addressed this by embedding cultural competency training into my offerings, ensuring that my work fosters understanding, not just transactions.

ADAAWE: Can you share a setback that ultimately helped you grow?

Ashley: Early on, I applied for a retail opportunity that I was certain would be a breakthrough, but I was rejected. At first, it felt like a major setback. But instead of seeing it as a failure, I took it as a sign to re-evaluate my business model. That rejection pushed me to focus more on corporate workshops and storytelling-driven sales—a move that ended up being far more impactful and sustainable for Bougie Birch. It reinforced an important lesson: rejection often means redirection.

ADAAWE: How do Indigenous values shape the way you do business?

Ashley: My business is rooted in reciprocity, sustainability, and relational accountability. Every decision I make is informed by the understanding that my success is not just mine—it belongs to my community. I prioritize ethical sourcing, mentorship, and collaborations with other Indigenous businesses. I also integrate cultural competency training into my work, ensuring that education is a key part of commerce.

ADAAWE: Is there a philosophy or teaching that guides you in business?

Ashley: The Seven Generations Principle has been my guiding force. It reminds me that every action I take should consider its impact on the next seven generations. This perspective keeps me grounded and ensures that my business decisions align with long-term community well-being rather than short-term gains.

ADAAWE: What advice would you give to aspiring Indigenous entrepreneurs?

Ashley: Find your people. Seek out Indigenous business hubs like ADAAWE, mentorship programs, and community-based initiatives. Lean into reciprocity—support other Indigenous businesses, and they will support you in return. Look into funding designed for Indigenous entrepreneurs through NACCA, the Indigenous Prosperity Fund, or the CCIB. Most importantly, trust your knowledge. Our ancestors were traders, business owners, and innovators long before colonial systems disrupted our traditional economies. We are reclaiming that space.

ADAAWE: How important has community support been in your journey?

Ashley: Community support is everything. Without it, entrepreneurship can be isolating. I’ve built a strong support system by being intentional about collaboration, investing in relationships, and ensuring my work serves a greater purpose. I show up for others—whether that’s attending Indigenous markets, amplifying fellow entrepreneurs’ work, or offering mentorship when I can. That reciprocity fuels my business and keeps me connected to my roots.

ADAAWE: What’s next for Bougie Birch?

Ashley: I want Bougie Birch to be more than a business—I want it to be a movement. My goal is to expand my corporate cultural competency training so that workplaces and educational institutions across Canada have the tools to engage meaningfully with Indigenous employees and businesses.

ADAAWE: Where do you see Indigenous entrepreneurship heading in the future?

Ashley: Indigenous entrepreneurs are reshaping industries by prioritizing community wealth over individual profit, sustainability over mass production, and relationships over transactions. As we reclaim economic spaces, I see Indigenous businesses leading the way in ethical sourcing, land stewardship, and cultural preservation. The future is Indigenous, and the broader business world will need to catch up.

ADAAWE: How has ADAAWE impacted your business journey?

Ashley: I joined ADAAWE because I saw the power of a dedicated space for Indigenous entrepreneurs to thrive. The support, resources, and connections within the hub create an ecosystem where Indigenous businesses are not just surviving but excelling. It’s more than just a space—it’s a collective movement toward economic sovereignty.

Ashley Clark’s story is a testament to resilience, community, and the power of Indigenous entrepreneurship. Through Bougie Birch, she is not just building a business—she is paving the way for the next generation of Indigenous leaders. We are honored to have her as part of the ADAAWE community. Follow Ashley's journey at Bougie Birch or on Instagram at @BougieBirch.

Celebrated co-founder of MINI TIPI joins ADAAWE to support Indigenous entrepreneurs and help guide the future of the Hub

The ADAAWE Indigenous Business Hub, a co-working space and community for Indigenous entrepreneurs building businesses in the National Capital Region, is proud to announce the appointment of Trisha Pitura as its new Entrepreneur-in-Residence.

A proud member of Nipissing First Nation, Trisha is the Co-Founder of MINI TIPI, a nationally celebrated Indigenous lifestyle brand based in Gatineau, Quebec. Known for its bold, authentic, and culturally grounded textiles, MINI TIPI weaves together storytelling, Indigenous design, and ethical manufacturing practices to create blankets and a variety of high-quality accessories. As Head of Design and Director of Artist Relations, Trisha has played a central role in creating a business that is not only commercially successful but deeply impactful—bridging generations, communities, and cultures through fabric and design.

In her new role at ADAAWE, Trisha will provide one-on-one support to entrepreneurs through monthly Office Hours, offering mentorship rooted in lived experience, cultural knowledge, and creative entrepreneurship. But her role extends far beyond mentorship. Trisha will work in partnership with ADAAWE’s leadership team, our Elder-in-Residence Claudette Commanda, and other key community members to guide the strategic direction of the hub as it continues to grow into a national model of Indigenous-led economic development.

“ADAAWE is now entering its fourth year of operations, and we’ve built a thriving, intergenerational community of Indigenous entrepreneurs,” says Magnolia Perron, Director of Strategy and Partnerships at the National Aboriginal Capital Corporations Association and the Lead for ADAAWE.

“Now we’re ready to take that community to the next level. It’s essential that those who have built successful businesses—like Trisha—stand alongside those starting out. There is wisdom, strength, and power in that kind of leadership. Trisha has been part of the ADAAWE family since the very beginning, and she leads in a way that is heart-centered, grounded in values, and committed to sharing knowledge. Having her help shape this next chapter is a gift. Our vision has always been to grow ADAAWE into a best-practice organization—one that other Indigenous economic development hubs and Indigenous Financial Institutions (IFIs) across the country can learn from. This is a major step forward in fulfilling that vision.”

As Entrepreneur-in-Residence, Trisha will also help inform the evolution of ADAAWE’s programming, community engagement, and long-term strategy—ensuring the Hub continues to serve Indigenous entrepreneurs with relevance, responsiveness, and respect.

“This opportunity means everything to me,” shares Trisha Pitura. “Growing MINI TIPI was a personal journey of reconnection—finding pride in my culture, using my creativity to story tell and share knowledge, and building something meaningful alongside my community. ADAAWE holds that same spirit. It’s a place where Indigenous entrepreneurs can bring their whole selves to their work, where culture and commerce are not at odds, and where we support one another to thrive. I’m so honoured to step into this role and walk alongside our members as they build, learn, and dream. Together, I truly believe we can create something beautiful and lasting.”

ADAAWE’s Entrepreneur-in-Residence program ensures that Indigenous leadership is not only represented—but embedded—at every level of the organization. It is a commitment to Indigenous self-determination in economic development and a recognition that the most powerful solutions come from within the community.

Trisha’s first Office Hours as Entrepreneur-in-Residence will begin in April 2025. All ADAAWE members are encouraged to participate. Registration details will be available in this week’s e-newsletter and on ADAAWE’s social media channels.

Building a successful business while staying true to yourself and your values is no easy feat. As Indigenous entrepreneurs, we often feel the tension between running a competitive, sustainable business and maintaining balance in our lives. The reality is that we exist in a mainstream business environment where we need to be sharp, strategic, and resilient. But we also know that true success includes caring for our emotional, spiritual, physical, and mental well-being—principles that align with the Medicine Wheel.

This guide provides concrete, practical strategies for staying competitive in business while maintaining balance and preventing burnout.

1. Emotional Well-Being: Managing Stress & Staying Grounded

Running a business can be overwhelming, especially when navigating financial pressures, clients, and growth. Prioritizing emotional well-being is essential for making clear-headed decisions and leading with strength.

1. Set Healthy Boundaries: Decide when your workday starts and ends—and stick to it. Avoid answering emails after hours unless it’s urgent.

2. Schedule Walks & Nature Breaks: A 10-minute walk outside, especially on the land, can reset your mind and reduce stress.

3. Connect with Your Support System: Business can be lonely. Stay in touch with family, friends, mentors, and other Indigenous entrepreneurs who understand your journey.

4.  Practice Daily Reflection: Journaling, smudging, or even five minutes of quiet time in the morning can help you stay emotionally grounded.

5. Seek Help When Needed: Don’t be afraid to reach out to an Elder, mentor, or mental health professional if you’re feeling overwhelmed.

2. Spiritual Well-Being: Staying True to Your Purpose

Business isn’t just about making money—it’s about fulfilling your purpose and contributing to your community. Staying spiritually connected keeps you aligned with why you started in the first place.

1. Incorporate Traditional Practices: Smudge your workspace, keep sacred medicines nearby, or set intentions before starting your workday.

2. Align Your Business with Your Values: Whether it's sourcing sustainably, giving back to the community, or creating opportunities for others, make sure your business reflects your principles.

3. Take Time to Rest & Recharge: Rest is sacred. Step away when needed, whether it’s a quiet moment, a sweat lodge, or a simple break.

4. Celebrate Your Wins: Take a moment to acknowledge your successes, big or small. Gratitude fuels motivation.

3. Physical Well-Being: Keeping Your Energy Up

Entrepreneurship demands energy, and if you don’t take care of your body, your business will suffer.

1. Move Daily: Whether it’s a workout, a dance session, or a simple stretch between meetings, physical activity improves focus and reduces stress.

2. Fuel Your Body: Avoid skipping meals or relying on fast food. Keep healthy snacks at your desk and drink plenty of water.

3. Prioritize Sleep: Late nights happen, but chronic sleep deprivation leads to bad decision-making. Set a bedtime and stick to it.

4. Listen to Your Body: If you feel drained, step away. A quick walk, fresh air, or even a power nap can reset your energy.

4. Mental Well-Being: Staying Sharp & Focused

Your mind is your biggest asset in business. Keeping it clear and sharp ensures you stay competitive while maintaining balance.

1. Learn to Say No: Not every opportunity is worth your time. Focus on what truly moves your business forward.

2. Batch Similar Tasks Together: Avoid multitasking. Instead, block off specific times for emails, meetings, and deep work.

3. Invest in Continuous Learning: Stay ahead in your industry with workshops, mentorship, and networking with other business owners.

4. Unplug Regularly: Constant notifications and emails drain your mental energy. Take social media breaks and set “offline” hours.

5. Create a Sustainable Work Schedule: Avoid burnout by planning your workload realistically. If you work 12-hour days now, you won’t have the energy to sustain long-term success.

Business Success & The Medicine Wheel: A Balance You Can Achieve

Many entrepreneurs think they need to sacrifice well-being to be competitive. But the truth is, a thriving business requires a thriving entrepreneur. The Medicine Wheel teachings offer a roadmap to creating a business that is not only strong and sustainable but also deeply fulfilling.

• Embrace the balance: Work hard, but also take time to recharge.

• Stay competitive, but stay true to your values.

• Engage with your community: A strong support network will help you navigate the highs and lows.

• Build a business that aligns with your vision of a good life—not one that consumes it.

Because in the end, success means nothing if it comes at the cost of your spirit.

Janelle Niles is a force to be reckoned with. A Two-Spirit Black-Mi’kmaq woman from Sipekne'katik First Nation in Nova Scotia, she’s carving out space in the comedy world—one punchline at a time. As the creator of Got Land?, an Indigenous comedy show that has grown into a thriving entertainment business, she’s using humour to uplift, challenge, and bring people together.

We sat down with Janelle to talk about her journey, the lessons she’s learned, and how ADAAWE has helped her find her footing as an entrepreneur.

Q: Let’s start at the beginning. How did comedy find you?

Janelle: Comedy found me when I was at a crossroads. In January 2019, I stepped onto the stage for the first time. By April, I had my own open mic at Eddy’s Diner, where my twin sister was the manager. But something felt off—I wasn’t seeing Indigenous comedians being booked regularly, even though I knew so many talented people in the community.

I thought, Why not create a space for us? I reached out to all the Indigenous comedians I knew in Ottawa and floated the idea of a show. When it came time to name it, we went back and forth until I threw out Got Land?—just as a joke. But it stuck. We launched our first show on September 10, 2019, and it was packed, wall-to-wall, mostly Indigenous folks. That night, someone asked me, So when’s the next one? And that’s when I realized this wasn’t a one-time thing. By 2021, Got Land? had grown into its own entertainment business, and today, we have 35 comedians across Turtle Island making people laugh ‘all ugly.’

Q: What pushed you to take that leap into entrepreneurship?

Janelle: Honestly? Age. I was getting older, and I knew if I didn’t chase my dream of being a stand-up comedian, I’d regret it. At the start, I didn’t think of Got Land? as a business. But people kept asking for more. More shows, more comedians, more laughter. So I leaned into it. And having gone to college, I knew enough about independent contracting to make it official.

Q: Every entrepreneur faces challenges. What’s been your biggest one?

Janelle: Grant writing. Comedy isn’t always recognized as an art form, and I’ve been told to embellish my applications. But honesty is a core value for me—I won’t lie to get funding. So, in 2025, I’m determined to crack the code on grants, but in a way that stays true to who I am.

And then, there was a moment when I was “canceled.” I won’t go into details, but it was a painful experience. Instead of giving up, I reevaluated how I run my business. I implemented new policies to support our comedians and audiences. It made me stronger, and honestly, I’m grateful for the lesson.

Q: How has your Indigenous heritage shaped your approach to business?

Janelle: It’s in everything I do. I carry the Seven Sacred Teachings into my work, making sure that every joke, every decision, every interaction is done in a good way. Humour is medicine, and I want people to leave our shows feeling lighter, feeling connected. The teaching of honesty, in particular, keeps me grounded—whether I’m being vulnerable on stage or making business decisions, I make sure it all comes from a good place.

Q: What advice would you give to Indigenous entrepreneurs just starting out?

Janelle:

1. Do the paperwork. Cross all your T’s, dot all your I’s. The business world can be competitive, but there’s room for all of us.

2. Shame doesn’t belong here. Shame is a colonial tool. If your business is built on good intentions, you have nothing to be ashamed of.

3. Promote yourself. If you don’t believe in what you’re doing, why should anyone else? Be fearless about putting yourself out there.

Q: Community seems to be a big part of your success. How do you cultivate it?

Janelle: At first, I struggled. I came out of the gate a little headstrong, and my peers weren’t always receptive. I think they thought I was being cocky. The truth is, I was just hyper-focused on making it. Fast-forward six years, and now those same peers are practicing everything I was saying back then. That’s the power of leading by example.

I also make sure that Got Land? isn’t just about me—it’s about lifting up other comedians. I help them get gigs, and in turn, they raise the bar for all of us. A rising tide lifts all boats.

Q: What’s the dream?

Janelle: Netflix. A tour bus. Following the Pow Wow trail, bringing Indigenous comedy to every corner of Turtle Island. And, most importantly, giving back to my home community. Every time I step on stage, I say where I’m from. One day, I want to be able to do more than just say it—I want to invest in it. Build homes. Support local initiatives. Use my success to create something lasting.

Q: How do you see the future of Indigenous entrepreneurship?

Janelle: I hope we get to build in the industries of our choosing, without barriers, without racism disguised as microaggressions. There’s so much potential. Someone on TikTok asked, Where’s the Indigenous restaurant in Toronto? And I thought—yeah, where is it? We have Beandigen in Ottawa, and it’s doing amazing. There’s space for more. If someone reading this is inspired to start that restaurant, do it. We need it.

Q: What made you join ADAAWE?

Janelle: Imposter syndrome. I have a business license, an HST number, I file taxes, I send invoices… but because my business is entertainment—my voice—it didn’t always feel “real.” ADAAWE changed that. They made me feel like I mattered. Like my business mattered.

Q: What has ADAAWE meant for your journey?

Janelle: Confidence. Support. A reminder that I’m not in this alone. I would have struggled a lot more without them backing me.

Follow Janelle and Got Land? Comedy

https://linktr.ee/janelleniles 

Janelle Niles is proof that laughter is power. That Indigenous entrepreneurs are changing the game. And that, sometimes, the best way to claim space is to make them laugh—all ugly.