Flourish and Grow
Richard Bloomfield (Huron University at Western); Mekhalaa Muraly (Huron University at Western)
Abstract
Flourish and Grow (F&G) was a sole proprietorship based out of London, Ontario, retailing handmade fine art, jewelry, and apparel that conveyed a narrative of the founder's Indigenous Mi'kmaq culture and values. During the COVID-19 pandemic, Mikaila Stevens, founder of F&G, had ample time to spend at home and developed a newfound passion for beading and creating art as a way to connect with her Indigenous Mi'kmaq culture and values. In the next year, she created a collection of fine art products to expand her business. After obtaining government grants, Stevens was able to expand F&G and forge connections with her customers through her expression and personal creations. Stevens sought to explore her Mi'kmaq ancestry and had a strong desire to create unique introspective pieces that showcased techniques from her heritage. Reflecting on the next steps for F&G, Stevens recognized the urgent need to optimize the product, pricing, promotion and distribution of her sole proprietorship to remain competitive and increase revenue to sustain full-time F&G employment and continue her work of passion. Where should she start?
How to cite
Richard Bloomfield et al. (2024). Flourish and Grow. Open Access Teaching Case Journal, 2(2). The Case Centre, reference 204849.