2023 Recipient: Dandylion Introducing Dandylion, one of the ten recipients of the Mastercard x Pier Five Small Business Fund 2023! Who: Carolyn Chen Where: Toronto, ON Instagram / Website Carolyn Chen started her dog-care brand Dandylion, when she struggled to find a solution that worked to help her puppy Mocha with his regularly itchy skin. Shefound many conventional grooming products on the market were laden with harsh, drying, and irritating ingredients that exacerbated her puppy’s problem. Carolyn was shocked by the lack of ingredient transparency in the pet grooming industry, a stark contrast to the rigorous standards we expect in the human beauty world. Determined to make a difference in the industry, Dandylion products are meticulously formulated in collaboration with vet dermatologists and human skin care chemists, offering superior dog grooming products that put the dogs' health first and can be trusted by all pet parents. How will you use the $10,000 CAD for your business? The $10,000 would have two instrumental purposes for Dandylion. The first half would go towards research and development for new products with innovative application design, something that’s never been done before on dog-care products. The second half of the fund would go towards our community content initiatives, which have helped garner a ton of awareness and sales for the brand thus far. What is your big goal for the future of the business? One of our most significant long-term goals, spanning the next three to five years, is to expand our presence into mass retail. Our vision is to make better dog care products accessible to all dog parents. By broadening our distribution channels to encompass mass retail, we aim to reach a more extensive and diverse audience of dog owners. This strategic move will not only allow us to bring our innovative and health-focused products to a wider market but also enhance the well-being of countless dogs across the Canada & US. Dandylion was recently accepted into retailers Indigo and Chewy as a new brand for 2024! Learn more about the Mastercard & Pier Five Small Business Fund, and discover the other 2023 recipients here.

2023 Recipient: Guests On Earth Introducing Guests On Earth, one of the ten recipients of the Mastercard x Pier Five Small Business Fund 2023! Who: Jackie Prince Where: Toronto, ON Instagram / Website Guests on Earth is counter-worthy home care that feels like self-care, and cares for the planet. The brand launched their first products in 2022, an All-Purpose Cleaner, Foaming Hand Soap and Waffle Cleaning Cloths with the vision to build and lead in a new category of Home and Planetary Wellness. In only a year and half, Guests On Earth has won numerous awards, generated thousands of new customers and is selling in over 20 retailers across Ontario. Guests On Earth was also recently certified a B Corporation, meaning it meets the highest standards of social and environmental impact and is dedicated to creating a positive effect on the world beyond financial gain. How will you use the $10,000 CAD for your business? The funding would go towards the production and marketing of our new product launch in Q1 of 2024. We have some really incredible ideas on how to effectively bring our new launch to life and the funds would enable us to enhance our production capabilities. With this launch, we hope to cover more touchpoints in our customers’ homes allowing them to live their best “clean” life. What is your big goal for the future of the business? Our big goal is to develop a robust hospitality strategy for the brand. We want to get our products into vacation rentals, yoga studios, and restaurants. These are spaces where customers can become aware of the brand while trying our product. It would be a new channel for us and will take time to learn and build. We are currently testing the market with sampling but hospitality could be an incredible catalyst for mass sustainable expansion in the years to come. Learn more about the Mastercard & Pier Five Small Business Fund, and discover the other 2023 recipients here.

2024 Recipient: Paintillio Explore the Mastercard x Pier Five Small Business Fund Introducing Paintillio, one of the ten recipients of the Mastercard x Pier Five Small Business Fund 2024! Founders: Lyssa Kayra & Jess Devenport Location: Vancouver, BC Discover Paintillio online: Website // Instagram About Paintillio Since its founding in 2017, Paintillio has been dedicated to creating high-quality, collaborative paint-by-numbers projects that foster community growth through artistic expression. As Canada’s only provider of large-scale, premium paint-by-numbers murals, made possible by proprietary software, Paintillio empowers people of all ages, abilities, and backgrounds to contribute to a shared creative goal. These projects build teamwork and a sense of accomplishment, whether at corporate teambuilding events, festivals, or public mural installations sponsored by companies to strengthen local communities. Paintillio’s unique approach has attracted major clients like Coca-Cola, Amazon, and Toyota and earned the company nominations for awards like the BC Small Business of the Year. With support from Mastercard and the Pier Five Fund, Paintillio plans to bring even more communities together through the power of shared artistic expression. How will the fund make an impact with your business? With $10,000 from the Mastercard x Pier Five Fund, Paintillio will be able to scale its production capabilities through the development of an advanced software program. These funds will be used to hire a full-time developer for two to three months to work alongside Paintillio’s current developer, enhancing the software to meet both current and future demand. The goal is to increase production capacity to 100 murals per day while reducing project turnaround times from 3-4 weeks to 1-2 weeks, ensuring Paintillio can meet the needs of time-sensitive clients and event planners. By investing in this critical upgrade, the team will also be able to redirect resources toward marketing campaigns and business development in the U.S., supporting the company’s ongoing growth and international expansion. What is your long term goal for the company? One of our long-term goals is to reach $2 million in revenue within the next three years, and our current demand puts us on track to achieve it. However, our in-house software, which transforms client images into custom paint-by-numbers murals, has become a bottleneck. It can take up to 24 hours to render large-scale images, limiting us to one mural per day and a 3-4 week turnaround time. Upgrading this software is crucial to meeting demand, reducing turnaround times, and unlocking new business opportunities. Learn more about the Mastercard & Pier Five Small Business Fund, and discover the other 2024 recipients here.

2024 Recipient: Remix Snacks Explore the Mastercard x Pier Five Small Business Fund Introducing Remix Snacks, one of the ten recipients of the Mastercard x Pier Five Small Business Fund 2024! Founder: Isabelle Lam Location: Toronto, ON Discover Remix Snacks online: Website // Instagram About Remix Snacks Remix Snacks is an Asian female-led company founded by dietitians that creates bean-based snacks using upcycled ingredients to reduce food waste. Their mission is to make beans fun and approachable, highlighting their delicious and nutritious qualities while addressing common hesitations about them. The company offers two high-protein, high-fiber snack lines: Bean Bark, a dark chocolate treat made with 70% dark chocolate, black beans, and upcycled fruit, and Beanies, a savory puff made with mung beans and upcycled carrots. All products are diet-inclusive—free from nuts, dairy, gluten, and preservatives—and are Plastic Neutral certified through the rePurpose Program, removing plastic waste from the environment. How will the fund make an impact with your business? Remix Snacks will use the grant to fuel growth and streamline operations. For in-store sampling ($2,000), which has driven over 200% sales lifts at retailers like Sobeys and Metro, the grant will help hire brand ambassadors to expand sampling nationwide, increasing reach and sales. For R&D ($500), we aim to lower ingredient costs to improve margins and offer more affordable products to consumers. A Walmart campaign ($2,500) will combine digital and in-store activations to double business with the retailer while boosting brand awareness. Lastly, for cash flow and packaging updates ($5,000), the grant will fund large production orders for expanding retailers and improve case packaging to enhance visibility and sales at Walmart. What is your long term goal for the company? As we solidify establishing our brand in Canada, we plan on expanding to the US market over the next few years. We’re specifically looking at the states of Washington and New York, as they are close to the border for shipping and distribution, and have consumers that align with our target markets and values. With our mission of using beans as the base of our snacks, and upcycled/imperfect ingredients to reduce food waste, the product possibilities are endless. We plan on expanding our product offerings, and entering into new CPG spaces such as the breakfast and other snacks spaces. Through all of this, we plan on reducing over 50,000kg of food waste over the next 3 years. Learn more about the Mastercard & Pier Five Small Business Fund, and discover the other 2024 recipients here.

2023 Recipient: Inoki Bathhouse Introducing Inoki Bathhouse, one of the ten recipients of the Mastercard x Pier Five Small Business Fund 2023! Who: Helen Yin Where: Toronto, ON Instagram / Website Inoki Bathhouse was founded by Asian-Canadian management consultant turned serial-entrepreneur Helen Yin, to offer accessible and affordable spa-grade tea bath experiences at home. The brand offers homemade tea bath sets, coupled with a digital app offering curated music and bath ritual tools. This combination transforms any bathroom into a tranquil sanctuary through the art of mindfulness and bathing. Inoki Bathhouse offerings are rooted in cultural practices of traditional medicine and bathing, featuring ethically-sourced premium tea and herbal plant ingredients that benefit both the mind and skin. The tea baths are packed with powerful tea antioxidants and contain an abundant amount of nutrients for the skin. Unlike bath bombs, soaps, and syrups, Inoki’s bath blends are pH balanced, safe for sensitive skin, and provide a unique aromatherapy experience. The business is also passionate about giving back, with over $25,000 CAD donated to the #StopAsianHate movement along with many in-kind donations and volunteering hours given to local charities and non-profits. How will you use the $10,000 CAD for your business? The $10,000 will go towards our first full-time hire. As the business continues to grow rapidly, I have hit my maximum output and having someone to help me full-time will allow me to focus on larger projects and innovations for the business that have been left to the side for too long. Some of these ideas include trade shows around Canada, developing new bath mixes to expand our product catalog, and working on finding a new office/warehouse space for the company in the near future as we have already outgrown our current space. What is your big goal for the future of the business? My long term vision for Inoki Bathhouse is to become, not only the world's first, but largest remote bathhouse company, accessible by anyone. I'd like to expand our product line to cover bathhouses inspired by every region in the world and create timeless, aesthetic bath ritual items that transform the home into a peaceful sanctuary. Most importantly, I want to help this generation find moments of peace and prioritize their well-being in the way I did during my own critical time of need in this chaotic and busy worl Learn more about the Mastercard & Pier Five Small Business Fund, and discover the other 2023 recipients here.

2024 Recipient: Mahara Mindfulness Explore the Mastercard x Pier Five Small Business Fund Introducing Mahara Mindfulness, one of the ten recipients of the Mastercard x Pier Five Small Business Fund 2024! Founders: Sheba Zaidi and Genevive Savundranayagam Location: Toronto, ON Discover Mahara Mindfulness online: Website // Instagram About Mahara Mindfulness Mahara Mindfulness is a Canadian, female-founded business dedicated to improving mental health through mindfulness. Their flagship product, The Human Being Journal, is a guided monthly journal designed to help users manage mental health, gain perspective, and live more fulfilled lives. Inspired by the pandemic’s impact on mental health, Mahara sought to create an accessible, scientifically backed tool for stress and anxiety management. Featured in outlets like The New York Times and Oprah Daily, and endorsed by wellness icons like Reese Witherspoon and Jessica Alba, the journal bridges the human and being aspects of life to unlock true potential. Committed to sustainability and inclusivity, the journals are made in Canada from recycled materials, with diverse quotes and gender-neutral designs. Mahara also partners with organizations like CAMH, Restorations Second Stage Homes, and Holt Renfrew’s H-Project, aligning with their mission to support underserved communities and promote mental wellness. How will the fund make an impact with your business? At Mahara Mindfulness, our biggest challenge is finding the resources to build a community around The Human Being Journal. While COVID pushed us to focus on e-commerce, our vision has always been to create workshops and events to help Canadians connect, reflect, and embrace mindfulness. These events would teach journaling, meditation, and breathwork while addressing Canada’s growing loneliness epidemic. This Fund will help us launch our first event in 2025, covering infrastructure, speakers, marketing, and outreach to ensure success. With a loyal audience already engaged through social media and newsletters, we’re confident this event would spark a movement and advance our mission to improve mental health through tools and community. Winning this grant will allow us to take this critical first step. What is your long term goal for the company? We’re a small, Canadian-grown business with big dreams of expanding The Human Being Journal across North America and globally. Currently available in retailers like Indigo, Holt Renfrew, Paper Source, and Barnes & Noble, we aim to bring this powerful mindfulness tool to homes worldwide, including the U.K., Australia, and India, over the next 3–5 years. As two female, BIPOC founders who bootstrapped this business during the pandemic, we’re proud to follow our passion for making a difference in mental health. Learn more about the Mastercard & Pier Five Small Business Fund, and discover the other 2024 recipients here.

2022 Recipient: Apricotton Introducing Apricotton, one of the five recipients of the Mastercard x Pier Five Small Business Fund 2022! Who: Jessica Miao & Chloe Beaudoin Where: Toronto, ON Instagram / Website Apricotton is a Toronto-based teen bra brand that helps girls feel confident in their first bra. The brand is the only bra brand globally that designs bras that grow as the girl grows, lasting multiple stages of puberty. This means that you can wear the same bra when you develop from an AA to a D cup! The story of Apricotton started when Jessica took her 12-year-old sister, Cindy, bra shopping but struggled to find options that fit her body type. The mature lingerie stores and intimidating sales associates made Cindy feel uncomfortable. To make matters worse, the only bras that were suitable for her age group were the smallest sized sports bras. 90% of girls feel uncomfortable and intimidated when buying their first bra. Every girl wears a bra, so why is it such a struggle to find a perfect fit at traditional lingerie or department stores? How will you use the $10,000 CAD for your business? Half of the $10,000 in funding is being used to grow our community through professional content creation and the other half to conduct product development to launch our next adjustable bra line. We have seen great success with content creators supporting our platform and helping to build our community and that has been a big focus to help build Apricotton’s awareness for teens through our community. As the community grows, having more products to offer them will also be important. We have also begun working on our next 3 bra launches which has always helped to increase order value with our customers. "It can be really difficult as founders to meet other incredible entrepreneurs. The priceless experience helped us meet so many other incredible women small business founders." "We think the future of small business in Canada is forward-thinking, with ambitious people." Learn more about the Mastercard & Pier Five Small Business Fund, and discover the other 2022 recipients here.

Doing It Yourself With Glory Allan The path towards starting something new can be a daunting one and it's easy to be held back by the sheer number of different directions to go in, even without having taken that first step. But that first step - that's the most critical piece of the puzzle. For Toronto based, DIY fashion content creator Andre Chin aka Glory Allan, he has become comfortable with being uncomfortable taking that first step and it has taken him to incredible heights. With hundreds of thousands of followers tuning in for his do-it-yourself sewing and garment making tutorials, many of whom start with his pre-made garment kits, or eagerly waiting to cop his ready-to-wear namesake brand, Glory Allan has started to develop some incredible experience and we were excited to get the chance to stop by his studio space to chat with him about it all. Check out the conversation below! Hey Andre, great to link up! What have you been up to these days? Hey guys! Lots of stuff. I've been working on a bunch of new videos, including a new thrift concept that isn't my typical style but I'm excited and nervous for it. I'm also working on getting the cargo pants DIY content together. That'll be a big one. I've done parts of cargos like the pockets but the full pants video has been a lot of work to get together. Nice! We'll definitely talk about the cargos and DIY but tell us about the thrift video and that new style. It's basically me getting out to thrift stores and picking pieces I like. I haven't done much filming outside of my studio space so filming in public like that was super awkward but I think it'll turn out well. What pushed you to try this new video style? I think it's important for showing my growth and keeping things interesting for my audience. I think that's super important, especially for early YouTubers. You can't be afraid to put yourself out there. For this video I filmed on Friday, I watched the footage and it feels so cringe but I know I have to use the footage and I know I'll keep getting better. You need that mentality as a YouTuber. Maybe nobody watches it but maybe they do and you can get feedback and just keep working on it from that. You've grown quite the audience now on YouTube. What do you think the trick to that was? A few things! The first is that for my DIY videos, I've focused on a lot of non-trendy videos so that they stay relevant longer. I've also created content in a way that there's something for everyone at every skill level. So, I have basic tutorials like the bucket hats or bandanas that people can join in on when they're starting out and then I have the more complex tutorials like cargo pants. I have to think about what level my audience might be at when they're discovering me which is probably on the beginner side. So, I can't start them with cargo pants, I need to guide them through and have content for them every step of the way as they develop. From a reach stand point, I've also used TikTok well to drive people to my YouTube. The ability to go viral is so much higher on TikTok and then a lot of people will go from my TikTok videos to my longer form content on YouTube. Besides racking up views on your videos, you're also selling DIY kits and your own line of products. How does your content strategy as a creator play into selling those? The content strategy is super important. You can have the best products in the world but if you don't have a good content strategy to build the traffic and excitement, nobody will buy your products. The content is likely what people will interact with before your actual products, whether it's getting someone to buy something online or even drive someone into a store, so that first impression is everything. At the same time though, content can only get you so far. It's a funny thing you have to balance. If you spend too much time on the content but neglect the product and developing something people actually want, then you're on the opposite side of that spectrum which isn't good. Well, it seems like you've started to figure out that balance. Now that you're building quite the audience and moving a lot of sales volume, how does it feel? It's amazing, but honestly, I get hit with imposter syndrome so much because I don't have any formal sewing background or training with a camera or anything like that. How do you deal with the imposter syndrome? I try not to take it too seriously. I know it's always going to be there but I feel like everyone is a bit of an imposter. I just try to be grateful for where I am and if I have a hundred thousand people following me, I'm obviously doing something right. You're definitely doing something right! Before we let you go, do you have any advice to people just starting to develop their own creative business? Make sure you have a long term vision. Even if you're starting to see success now, with whatever you're working on, think about how it's going to make you money in ten years and if it will be able to still stand out in ten years. I know it sounds crazy and so far along but if you can think about ways you'll build more revenue streams and stay unique, that will be how you become very successful and always continue to grow. Love that! If you're looking to learn how to sew your own garments, make sure to check out Glory Allan on Instagram and Youtube and keep it locked to Pier Five for more conversations with emerging creatives!

Joni Joni Who: Linda Biggs Where: Victoria, BC Instagram Website How would you use the $10,000 CAD fund for your business? See All Winners

Behind The Brand With Gerard Cleal of norda After helping so many others launch their projects, from Opening Ceremony, Belstaff, Little Burgundy & Call It Spring, it was only a matter of time before Gerard Cleal would dive into his own venture. As the Creative Director for norda, Gerard would finally face the opportunity to bring his decades of experience into building the brand identity for trail running’s newest, most advanced and most inclusive footwear brand. From the look and feel to the voice and mission, Gerard has helped develop a brand identity for norda that approaches the sport and all of its athletes differently than any of its competitors, which has positioned norda as a major player within months of the launch. We were fortunate enough to speak with Gerard about how he approached the creative direction for norda, how they treat runners differently than any other brand, tips for new brand builders and of course, what it’s like to be the non-runner at a company of runners. Hey Gerard! Thanks for making the time today to chat. Can you walk us through the process of developing the norda brand identity? What were some of the key things to focus on to develop a brand identity for norda that would stand out from its competitors? Hey guys! Excited to chat. So, here it is. Traditionally, running brands have been built around performance and speed only. There’s sometimes an exclusionary factor to this in which the brands group you into the elite runners bucket or the beginner bucket. If you’re elite, you get the tech. If you’re not, then they give you a lifestyle “runner” without any of the tech or best features. We wanted to get away from that. While we are built on highly technical, next generation materials - and we’re very proud of this - we celebrate every runner equally, whether you’ve just hit your first 5k or you’re an ultra runner. For norda, it’s less about how fast you can run and more about what your running journey looks like, regardless of how far. This led to the question we like to ask; “What do you run for?” We built our customer triad to help us ensure that we were meeting the needs of all runners through our brand identity. There are the elite performance runners, the intermediate runners and the beginner runners or those just hanging out in the lifestyle space (me). norda has to be for all three of these groups but also be able to support people moving up or down the triad. Authenticity was also huge in everything that we built. This was the first opportunity we had to really decide how we wanted to wear our heart on our sleeves. We wanted to be supportive and empower everyone with great products. Our focus is on buying better, not more and about making people feel like they were buying into something that would make them feel something special. It’s not just about putting a flashy logo on the shoe. It’s much more than that and we don’t want our customers to just be walking billboards for norda. Can you talk about the visual identity of the brand? How did you land on the logo, fonts, etc? Speed and performance have generally been synonymous with italics in branding as it denotes movement . We wanted to take a slightly different approach. I am a huge fan of Scandinavian and Nordic design. They have a tendency to sit back more and focus on material and connection to their landscape , culture and history. It’s never overt and obvious. I love this approach and is a cornerstone to why I think branding should always get out of the way. This is what we wanted for norda. The word “still” has really sat with me throughout my design career. We didn’t need the brand to evoke speed or movement. The materials and Louis’s design of the shoe would tell that story and we didn’t need anything to distract from that; the result: a beautiful sense of stillness living throughout. With regards to the typeface, we wanted to explore a more mid-century look, inspired from the original identities of brands we love. That said, Helvetica Now from Monotype which is a new, re-drawn take on Helvetica became our default. Helvetica has been around for ages and is used by a ton of brands like The North Face and even Off-White. In effort to promote a ‘quieter’ presence we went all lowercase and kept it all super simple. Score one for Dieter Rams! For the logo, we wanted to go old school. We’re all huge fans of heritage style sportswear brands like Rapha and Tracksmith. We landed on the shield that is inspired by our own Canadian Shield and that is shifted like a tectonic plate. There’s a strength to a shield, even a disrupted one, that just feels right - it’s really a love letter to this country. -. The norda site was a pivotal moment for the brand and its storytelling. What was it like working with an agency like LG2 to develop the digital experience for norda? LG2 is an incredible agency. They are very client oriented and having the connection between Nick (norda) and Stuart (LG2) helped kick things off really well. We had a bunch of ideas before working with them which I know can make things tricky for agencies sometimes but they weren’t afraid to push back and did so very respectfully which made for a great working relationship. They really cared about the outcome of the project and that led to effective push and pull from both ends. They were committed to creating the absolute best site that they could and we were all very happy with the result. What are 5 things that are important to keep in mind when formulating a brand identity? Firstly, it’s important to define brand and brand identity because they are very different concepts. The brand (logo, wordmark, colours) is really a small piece. The brand identity is the mammoth. That’s the customer, the tone of voice, the identity, the feeling that it gives to customers. That stuff is like the iceberg below the water that isn’t seen but is massively important. Be disciplined. Think about how you connect all of the dots. It’s ok to have different modules within the brand but be disciplined on how they all relate back to each other. Strip away as much as you can and get rid of what isn’t important. I always say to be intentional about what you’re doing and this definitely goes for branding as well. Like I said earlier, branding should always get out of the way. Having more doesn’t make it better. Be curious. Inspiration is going to be everywhere so don’t be afraid to be inspired by what you see and what you make of it. There’s nothing that you’ll ever see that is going to be original. That’s ok. You’ll put your own stamp on what you make to make it your own. That’s what is important. Love those tips! Lastly, we have to ask, what is it like being the “non-runner” on a team of running enthusiasts? I love it. I think you need an outsider on the team to advocate for that newer or non-runner if you’re going to be for everyone. We have this joke with our “What do you run for?” slogan. I run for coffee [laughs]. For more on the norda™ team, check out our Introduction to norda™ and interview with the brand's Head of Design, Louis-Martin Tremblay. Make sure to keep it locked to Pier Five for more interviews and stories with the coolest entrepreneurs, designers, artists, activists and more.

2023 Recipient: U Grow Girl Introducing U Grow Girl, one of the ten recipients of the Mastercard x Pier Five Small Business Fund 2023! Who: Crystal Wood & Leha Marshall Where: Kelowna, BC Instagram / Website U Grow Girl is a family-run flower farm located in Salmon Arm, BC (between Kelowna and Kamloops) that is dedicated to providing beautiful, locally grown flowers to the community. The farm grows seasonal flowers with a purpose - to support women who have survived child sexual abuse. Sales from each bouquet of flowers helps fund the "Time To Heal" clinically supervised retreat, which provides education, connection, and support needed to help survivors heal and reclaim their power. How will you use the $10,000 CAD for your business? One of the main uses for the fund is to increase the size of our “Bucket Program”, a tap-and-go flower sale service hosted in local shops that has significantly accelerated the growth of our business, by allowing customers to quickly make flower purchases on the fly. The rest of the fund would go towards infrastructure support on our Grey Water Initiative, an environmental project that helps collect and reuse water that has been used for plant growth. Finally, we would also use the funds for our website development, specifically for our online artisan marketplace that we’re excited to launch soon. What is your big goal for the future of the business? Our vision is to become the go-to of the floral industry in Canada, establishing a nationwide collective of local flower farms. We aim to make U Grow Girl synonymous with community empowerment, sustainability, and support for survivors of child sexual abuse. We will strive to expand our retreats, offering a sanctuary to countless survivors, and fostering an environment of healing and hope on a national scale. Learn more about the Mastercard & Pier Five Small Business Fund, and discover the other 2023 recipients here.

Change the future of small business owners and entrepreneurs! We're looking for talented people who want to help make an impact with the most passionate self-starters on the planet! Available Opportunities Social Video Editor (Remote) Have any questions? Send us an email to community@pier-five.com !