Jamie Gentry is the founder of Jamie Gentry Designs, an Indigenous BC business offering beautiful, handmade moccasins. Fueled by her creative upbringing and interest in footwear, Jamie took a moccasin-making workshop after moving to Sooke about 13 years ago. Since then, she’s turned her passion into reality by opening her own small business.
Small Business BC connected with Jamie to learn more about her love for moccasin-making and what it’s like to run a creative business.
A Passion for Footwear
Jamie says she’s always been fascinated by footwear. “Growing up, I always looked at people’s feet before I looked at their faces,” she said, “I loved staring at their feet and trying to imagine what the footwear’s pattern would look like if you were to take them apart.”
This interest inspired Jamie to want to learn how to make moccasins. Fortunately, after moving to Sooke, she was able to find someone to teach her. “Everything just fell into place for me after that, it was like a door flung open,” she explained.
Although it was never her intention to start a business, it managed to fit well into her and her family’s lifestyle. No matter what her kids were doing, she could bring her mobile moccasin-making business with her. She felt connected to her craft, “I wasn’t leading the way, the moccasins were. They paved the path for me, I was just there for the ride.”
Creating Connections Through Moccasins
On her website, Jamie explains that one of her main goals is to create meaningful connections through moccasin-making. She achieves this by being intentional in her creative process and often taking time to connect with her customers. In doing so, she makes a more meaningful product.
Since every pair is made to order, she doesn’t cut her hides until an order is placed. Not only does this reduce waste, but it emphasizes the connection she tries to foster between herself, the products she creates, and the wearer.
Sustainability
Sustainability is a focus of Jamie Gentry Designs, both in terms of where she sources her materials, as well as her creative process. One place she sources her hides from is an Indigenous company that collects them from hunters in Indigenous communities. The hunters use the animal to feed their family but don’t always have the time or knowledge to tan the hides.
The whole use of the animal and the fact that materials are coming from other Indigenous communities is special to Jamie. “These funds go directly back into the community, which is really important to me, so I try to be aware of where I’m sourcing my materials from,” she said.
Since Jamie handles most of her business on her own, she’s had to ensure that she’s taking a balanced approach to her work. Her moccasins demonstrate a great level of love, care, and attention, but as her business has grown, she’s had to make self-care a focus as well.
Finding Balance
One of the most significant challenges Jamie has faced in her entrepreneurial journey has been both physical and mental burnout. Handling all aspects of her business became overwhelming at times. “I don’t know if people quite understood just how much it was for me,” she said.
Needing a break, Jamie closed her shop for a while and focused on creating a collection called “Blossoming,” which she received a grant to put together. “I had never actually created for myself, from myself,” she said. This opportunity allowed her to focus on creating and recharge.
Although she has faced burnout, her customers’ feedback refuels her. “When people message me to say they can feel the healing every time they wear their moccasins, they feel like they’re being wrapped in love, that just means so much to me because I care about what I do,” she said. It’s rewarding when people feel so connected to her creations. “It’s just really, really exciting for me to be able to create for people,” Jamie explained.
Advice to Aspiring Creative Entrepreneurs
As a creative entrepreneur, Jamie believes that authenticity and passion are essential. “I believe that’s why I’ve been able to continue doing what I’m doing, because people are connecting with that passion and authenticity I try to share,” she said.
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