Fort William First Nation’s Michelle Elliott with NADF’s Startup Business of the Year award
By Rick Garrick
THUNDER BAY — Fort William First Nation’s Michelle Elliott was recognized with Nishnawbe Aski Development Fund (NADF)’s Startup Business of the Year award at the 31st Annual NADF Awards Gala on March 24 at the Valhalla Hotel and Conference Centre in Thunder Bay. Elliott, who works in healthcare as a registered nurse, launched Heart/Soul.co in 2021 from her home in Fort William.
“I’m just absolutely honoured and grateful, honestly, [it was] just a vision in starting Heart/Soul,” says Elliott, who grew up in Fort William and returned to raise her daughter on the land. “A lesson I was taught was whatever you’re going to do, do it from the heart.”
Elliott says she began researching fragrances and natural scents for candles after becoming hypersensitive to fragrances during and after her pregnancy.
“I loved burning candles prior to becoming a mother and then once I became a mother, I no longer could burn candles with sweet fragrance,” Elliott says. “I really wanted to continue to burn candles so I researched a lot and wanted to develop a candle that was toxin-free, paraben-free [with] scents that were very nostalgic to the land and childhood.”
Elliott says she never intended to create candles for sale when she began to make her own candles.
“I gifted candles to friends and family,” Elliott says. “The story behind the candle sparked a lot of interest in family and friends and I got to understand what community meant when we launched our business because it is community that has contributed to the definite success of what we do.”
Elliott says her daughter is passionate about the business, noting that she attaches all of the warning labels on the bottom of the candles.
“She becomes very excited to do her part,” Elliott says. “It just shows her a way to be passionate about something that we create from the heart and are able to sell to others.”
Elliott says she pursues her business on the evenings and weekends as she works during the weekdays.
“Our sales are mostly at farmers markets or different market venues,” Elliott says.
Elliott says she tries to source the materials for her candles from within Canada but has to source some of the materials from the United States.
“We use amber glass vessels, our wick is a wooden crackling wick, our wax is a coconut soy wax, our fragrance is from multiple vendors, and our labels are printed locally,” Elliott says. “Our eight-ounce candle is priced at $20 and our 13-ounce candle is priced at $30.”
Elliott adds that her candles will soon be available at Pelletier’s Gas Bar and Native Art Gallery in Red Rock Indian Band.
“I’m just very grateful and very excited to see what the future holds with our small business and excited to see the expansion of potential new products,” Elliott says.
The NADF Awards also included Partnership of the Year, presented to Minodahmun Development LP, a partnership between Animbiigoo Zaagi’igan Anishinaabek, Aroland, and Ginoogaming; Young Entrepreneur of the Year, presented to Corey Anderson, Ingaged Creative Productions Inc.; Small Business of the Year, presented to Sister Bear Designs, Kathleen Sawdo, Valerie Sawdo, and Malinda Staal; Business Excellence Award, presented to Thawikayhigan LP (TKG Group); and Excellence in Leadership, presented to Cory J. Meekis, executive director at Keewaytinook Okimakanak.
NADF also presented Excellence in Community Planning awards to Mitaanjigamiing, accepted by Chris Henderson, comprehensive community planning coordinator at Mitaanjigamiing; Moose Cree, accepted by Linda Trudeau, business development officer and former comprehensive community planning coordinator at Moose Cree; and Webequie, accepted by Gordon Wabasse.