Crafting Community: A Holiday Q&A With Make It Founder Jenna Herbut

This holiday season, Vancouver’s creative scene shines brighter thanks to Jenna Herbut, the visionary behind Make It—the city’s largest handmade market returning to the PNE Forum from December 12-15. With over 250 local vendors, sip-and-shop vibes, and a focus on conscious consumerism, Jenna is revolutionizing holiday shopping. Join us as we dive into her journey, the impact of shopping local, and how she’s empowering entrepreneurs while fostering connection in Vancouver. —Noa Nichol

What inspired you to start Make It, and how has the market evolved over the past 16 years?

I was inspired to start Make It because I wanted to create a place for creative entrepreneurs to be able to sell their work in an environment that was really positive and focused on them. First and foremost, it’s evolved as the brands become more well-known and the makers themselves, who we call Makies, have grown their businesses. It’s also become a really incredible platform for new creators. Also shoppers love to come out and support them at Make It. 

This year, Make It is focusing exclusively on Vancouver. What led to this decision, and how does it align with your vision for the event?

Over the years, Make It has grown into a beloved event that draws large audiences in Edmonton, Calgary, and Vancouver, showcasing talented makers and fostering a strong community of supporters. However, as we continue to evolve, we decided to focus our efforts exclusively on Vancouver to keep things hyperlocal and deeply connected to the community here. With the arrival of my second child and exciting new business ventures on the horizon, this decision allows us to double down on creating an unforgettable experience for makers and shoppers in Vancouver. Hosting one show a year makes it more manageable while ensuring we can deliver the same high-quality event that people have come to love.

Conscious consumerism is a central theme of Make It. What tips do you have for shoppers looking to support local and shop sustainably during the holidays?

Shopping at Make It is the ultimate pro tip! Everything at the event is made by hand, either by local makers or talented creators who’ve traveled from across Canada to showcase their work. You really can’t go wrong when you shop here, as every purchase supports independent businesses. Take the time to get to know the people behind the products—don’t be afraid to ask about their materials, techniques, and creative processes. Most makers love sharing their craft, and these connections make your purchases even more meaningful.

What challenges and triumphs have you experienced while building Make It and your entrepreneurial community through Conscious Lab?

Business is always a challenge. There’s new things to consider all the time, new technology, just keeping the brand relevant and fresh and new, keeping people excited and interested. And the triumphs are really when you’re able to do this and create an event where others can succeed and thrive and do what they love. And I would say this is very similar to Conscious Lab with event creators and producers.

How has the handmade economy grown over the years, and what role do events like Make It play in fostering creative entrepreneurship?

I feel like the handmade economy has grown significantly over the past few years, and now more than ever. Folks are really drawn to items that are made by hand, with love and intention, and Make It really allows a place where they can come and find really beautiful items that are made by hand. This just helps support the local economy and foster creative entrepreneurship.

Can you share a few standout vendors or products that attendees can look forward to discovering at this year’s market?

I would say the best way to find out who’s going to be there is just going to our website, makeitshow.ca, and clicking under “Makie Listings.” There you can see everyone who’s going to be there this year. I know there’s some that are new and some who’ve been at the show for many years, so that’s a great way to just have a pre-shop, if you will, before coming out to the show.

As a mom of two and a business leader, how do you balance family life with running Make It and Conscious Lab?

I would say, by having really strong boundaries and also really paying attention to what needs my presence in the moment. Sometimes I have to put things off because I need to be with my kids, and sometimes I need to have someone help me with childcare so I can focus on my business. So I would say it’s always evolving, and it’s these micro-decisions that are made at the moment. Becoming comfortable with pivoting between ever-changing priorities is an important part of balancing the growth in new family life and business. 

What’s next for Make It and Conscious Lab, and how do you see their impact growing in Vancouver’s creative and entrepreneurial scene?

For Make It, we just want to continue to create an awesome show for Makeies and also for customers. And so the show has been growing in the sense where we’re selling out faster than ever before. We’ve actually sold more tickets this year than ever before. So we’d like just to maintain that. And for Conscious Lab, I really see creating membership—like a clubhouse for conscious entrepreneurs to be able to grow and expand and evolve, and really connect with themselves and one another.

About Jenna Herbut

Jenna Herbut is an entrepreneur, author, and founder of Make It, one of Canada’s largest handmade markets. She wrote Make It Happen and launched Conscious Lab, a unique event space for conscious entrepreneurs in a historic building in Gastown, Vancouver. For more, visit makeitshow.ca or follow @makeitshow and @consciouslab on Instagram.