Meet the Indigenous Woman Founder Behind Shawish Market

Amanda Bernard is a proud member of the Madawaska Maliseet First Nation, and has been recognized as one of The Peak's Emerging Leaders (2024) for social impact; helping shape Canada's economy, culture and society in her important work.

The heart of her vital work includes founding Shawish Market—a virtual Indigenous marketplace that showcases and sells cultural creations - ranging from art to homewares, fashion, and accessories. What sets Shawish Market apart is its uniquely accessible model: it charges no transaction or monthly fees, fostering a sustainable ecosystem that prioritizes economic reconciliation, longevity and fully supports the creative autonomy of Indigenous entrepreneurs.

Before we sit down to learn more about Amanda and her Shawish journey in this special conversation, we have something very important to share.

But first, prize giveaway

To celebrate National Indigenous History Month, we’re teaming up with Shawish Market for a $100 gift card giveaway.

Enter for a chance to win, by clicking here → link.onefeather.ca/giveaway

Now, let's get back to our powwow with Amanda!

Amanda, we’d love to hear more about the origins that led to your work—what’s your own path been like?

Before I introduce Shawish, I want to share what led me here. As you've mentioned - I’m Amanda Bernard, a proud member of the Madawaska Maliseet First Nation. I come from a family of strong Indigenous leaders- my grandmother and aunts were chiefs, and my family has always worked to preserve our culture. My grandmother even ran a craft shop, later passed on to my uncle, and I’m proud to continue that legacy.

Before Shawish, I ran an e-commerce business and quickly realized how hidden fees make it hard for small businesses to thrive. I wanted to make it easier for Indigenous artists to succeed without financial barriers. That’s why I created Shawish- a decolonized marketplace that removes vendor fees, verifies each artist for authenticity, and puts money directly into their hands.

Shawish isn’t just about selling- it’s about trust, community, and well-being. Vendors aren’t pressured to overproduce, and customers know they’re supporting real Indigenous creators, not mass-produced knock-offs.

Sounds like a shared passion passed down the generations! Building upon that, how did the vision for Shawish Market first take root, and grow into the impactful platform it is today?

Shawish Market grew through the support and trust of Indigenous artists. Today, we’ve verified over 200 Indigenous vendors and offer more than 900 authentic products. From the beginning, we’ve built Shawish by listening to diverse Indigenous communities.

Their feedback has shaped the platform- like implementing a trade system at the request of elders to honour traditional practices. We continue to evolve, recently adding AI tools and exploring more payment and shipping options to better support our vendors. Shawish is truly a platform built for and by Indigenous people.

Can you share the meaning or spirit behind the name “Shawish Market”?

My original last name was Shawish, but when settlers arrived in Canada, they forced my ancestors to change it and they chose the name Bernard, after their favourite priest. To honour my ancestors, I named the marketplace Shawish.

What are some of the changes and ripple effects you've seen from creating this Indigenous-specific marketplace?

Since launching Shawish Market, we’ve seen incredible growth and support from Indigenous communities across Canada and the U.S. We’re redefining what it means to run an e-commerce business by centring relationships over profit. This approach has made a real impact on our artists’ lives. We’ve also seen a shift in public perception- more people are proudly wearing Indigenous art and learning that it’s okay for both Indigenous and non-Indigenous people to do so, as long as they’re supporting verified artists.

That's incredible! And do you have any words of wisdom for the budding Indigenous entrepreneurs out there?

There will always be obstacles, setbacks, self-doubt, or people telling you it can’t be done. But a true entrepreneur keeps going, even when the path is uncertain. For Indigenous entrepreneurs, remember that our ancestors thrived through resilience, creativity, and community. That strength lives in you.

Surround yourself with people who believe in your vision, stay connected to your culture, and don’t be afraid to ask for help. Your work matters- not just for you, but for the generations to come. Keep going, your community is rooting for you.

Lastly, to close this wonderful conversation, what does National Indigenous History Month mean to you?

National Indigenous History Month is a chance for everyone to deepen their understanding of Indigenous cultures and histories. It’s an opportunity to read a book, watch a film, or engage with stories that broaden our perspective. Indigenous knowledge systems are rich and distinct from Western ways. Learning about them helps us open our minds to new ways of thinking, working, and being in community together.

Gila-kasla - thank you for sharing your words and inspiring story with us, Amanda!

➡️ Follow Shawish Market and explore the website—featuring fabulous Indigenous-made goodies - perfect for gifting or to treat yo'self. We're thinking of treating ourselves with the Grow Your Own Four Sacred Medicines, Starter Kit!

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