As the founder of Flourish and Grow Mikaila Stevens eagerly awaited the unveiling of her latest beadwork line, “The Anxiety Collection,” a wave of emotions washed over her. She sat down in anticipation and took a moment to reflect on the incredible journey that had brought her to this point — a journey marked with passion, perseverance, and the creation of meaningful artwork that resonated with her buyers. As her eyes lingered on the intricate designs of her latest collection, Stevens’ mind brimmed with ideas. How could she enhance her brand’s value, build stronger customer relationships, and solidify her identity as an artist? Having explored the Indigenous art space over the last few years, Stevens pondered over how to optimize several aspects of her business — product, pricing, promotion, and distribution — to remain competitive, while running a one-person business. Aware of the need to boost her operational capacity during 2023-24, Stevens realized that it was time to look into Flourish and Grow’s marketing strategy, and seek ways to elevate its effectiveness.