White Otter Design Co.
Meet Jaymie Campbell, Anishinaabe from Curve Lake First Nation and the founder of White Otter Design Co. Aaniin, Boozhoo! Jaymie! Please, tell us a little bit about your business, White Otter Design Co.
Aaniin, Boozhoo! I own White Otter Design Co, which is an artistic practice that focuses in the mediums of beadwork, fashion and reclamation of traditional practices. In 2015, White Otter Design Co was born as a way to connect with my ancestry, carry on traditional art practices and use my creativity as an outlet to rest and heal. It allowed me to embark on projects with my family, community and to immerse myself in culture. I have had the great fortune of being mentored in the old ways and being able to marry that with contemporary design and fashion. Beadwork became medicine and allowed me expression.
I strive to use authentic materials in my work and learn the traditional techniques in order to pass them down to future generations. First and foremost, I am a student. I hope to inspire young people to know that you can be athletic and artsy, scientific and spiritual, and warrior and an artist.
White Otter Design Co. has some breathtaking pieces and has built a large and loyal following, so tell us a little bit more about the inspiration for your business.
To be honest, it sort of happened by accident. When I started beadwork seriously, I was working as an Associate Director for a Cree community in Alberta, focusing on consultation, negotiation, governance and community building. I wanted to spend time with the elders and learn from them, and beadwork was a way to cope with the stress of the job and heal. I just fell in love with it, and finally realized that practicing art was a way to reconnect with my identity. I come from a long line of strong indigenous women, and when I launched White Otter Design Co officially, it was a way to honour them and reclaim all the things they had been forced to give up. White Otter was also my grandfather's Anishinaabe name, who was one of our Treaty signatories, so it was a way to recognize him as well.
After a career in policy and community building, why make the move to entrepreneurship? What drew you into entrepreneurship?
Entrepreneurship allowed me the flexibility to live my life in a way of balance that resonated deeply with me. Finally, I was able to follow a schedule that wasn’t 9-5 and allowed me the freedom to develop a routine that fit with my natural lifestyle. I can travel, work late, spend more time with my family and set aside time to reconnect with the land and teachings. Sometimes for me this might mean heading into the bush for a week on a canoe trip, tanning a hide or going harvesting, all of which contribute to my overall wellbeing. I was also really attracted to the idea that I could build it the way I wanted to and operate with integrity. I could support causes that were meaningful to me, I could mentor youth and I could focus more energy on building an amazing community around me.
It seems pretty apparent that community health and care is a guiding force for you, so how have you built your business to make a difference in community?
I think for a long time I always saw the word ‘community’ as having a one track meaning of the immediate community that you were from or that was around you. I have come to understand that community has many different meanings. Not only to have a connection to where I am from, but I also have a connection and a responsibility to the artistic community around me. Practically, I try my best to source all my materials as locally as possible and put resources back into the fabric of community. I always strive to use indigenous talent for whatever I can – be it models, photographers, website support or administrative help. I truly hope though that the impact extends especially to our youth – I want to inspire them to know that you can be “successful” (which is measured in many ways) practicing our traditional art forms. I always love to say that you can be athletic and artsy, scientific and spiritual, a warrior and an artist.
How is your culture reflected in your business strategy? Does culture inform your business? Why is this important to White Otter Co.?
Culture informs my business in a multitude of ways. I think that when we as indigenous people start businesses, we are inherently guided by our culture. I am constantly mindful and grateful of the materials I am using, acknowledging the animals or the medicines. I am cognizant of the 7 grandfather teachings every time I stitch a circle of 7 beads. I think that everyday I learn new things, and I try my best to pay attention to different ways I can amplify other artists or different initiatives, provide support and give back. Having an indigenous business that is culturally aware in today's society can be a challenge, but for me I always try to hold relationships at the forefront of what I am doing. It is really effective to get well practiced in questioning your motives regularly and giving yourself a lot of time to reflect and adjust. I also think that it is important to stay very connected to your elders and your teachers – to check in with them and to course correct when need be.I am truly grateful for the guidance and support I have received over the years, and for the sacrifices that my ancestors made that allow me to pursue my passion.
Who are some other Indigenous entrepreneurs you admire?
What an incredibly difficult question because there are so many! I look up to a lot of people for a lot of different reasons, but there’s a few that really stick out for me. Jamie Okuma, for her incredible talent and impact on indigenous fashion. Jenn Harper with Cheekbone Beauty for building her business around giving back to education and striving for sustainability. Holly Fortier at Nisto Consulting for spending her days doing the hard work of educating and informing people about our history and creating positive awareness and change.
The road to success is paved with obstacles and learnings, can you share with us some of the challenges you’ve overcome on your leadership journey?
I think some of the biggest challenges are really self-created. Learning to manage self doubt, risk taking, finding balance in work/life and learning to navigate how to be present and accessible while also protecting your mental health and wellbeing. For me, actually stepping into running my business like a business and not just a hobby was difficult. Learning to charge fairly for our time and expertise is something all of us struggle with. I very mindfully now correct people when they call indigenous art “crafts” – representation and language matter greatly in our line of work and our communities. Getting out from under platforms that encourage appropriation, learning to say no and setting boundaries have all been hugely important to me.
In closing, what is some advice you would give to an Indigenous entrepreneur just starting out?
Stay true to who you are and take risks. Build a network of people around you who can support you and offer advice. Failure is okay. Celebrate your successes. Constantly learn, adjust, set boundaries and be patient. Work hard – not in the sense of hours in a day – but work hard on yourself, on your practice and your goals.
Chi Miigwech!
https://whiteotterdesignco.com/
@whiteotterdesignco