United States President Donald Trump sent shockwaves through the local business community when he threatened to put 25 per cent tariffs on Canadian goods imported into the U.S. This ongoing saga has more plot twists than an episode of Jane the Virgin, so we’re not even going to attempt to decode them all for you here. Whether or not the tariffs happen, one thing is clear among Canadian entrepreneurs: the time to buy local is now.
“It is so important to use our money as a way to create the world we want to live in,” says Jess Sternberg, owner of Vancouver slow fashion brand Free Label. “Money is how decisions are made and how power is formed. Why line a billionaire’s pockets when you can use your purchase to help put food on your neighbour’s table? The tariffs are certainly a wake-up call that we must look out for one another. I think if we can adjust consumer culture to buy fewer things, but choose higher-quality locally made products, we can have a huge impact on this country.”
Sternberg’s size-inclusive brand has struck a chord with conscious consumers, who are willing to pay more for items that were made ethically in Canada.
“When I started Free Label I decided I would never want to create something that was made by unhappy hands,” she explains. “Made in Canada is so important to me because having that connection to our manufacturing and supply chain means we can visit our production partners regularly and see that everyone is being treated fairly and is working in safe conditions—and it allows us to problem solve any quality or production issues [before] the product goes to market. Not only does this way of producing align with my values, it also results in a higher-quality and better-fitting garment.”
Hailey Gerrits follows a similar ethos for her eponymous jewelry brand, which is handmade in Vancouver. “We really wanted to work on a made-to-order model so that we could reduce waste and remain ethical and sustainable,” she explains. “Often, when working with overseas suppliers, you need to order large quantities and this leads to overproduction and overconsumption and constantly putting things on sale to move through inventory. We also wanted to have control over our production so that we knew exactly how each piece was made and to ensure the same quality and consistency with our designs.”
Gerrits, whose pieces feature delicate gemstones in unique patterns, estimates about 35 per cent of her brand’s sales last year came from American customers: “Our largest wholesale account is American, and their orders allow us to have the cash flow to buy supplies, pay our employees and contribute to our local economy. If our American customers had to pay 25 per cent more to purchase our products, they likely wouldn’t, and it would be a substantial and sudden loss for our business.”
It’s why buying from Canadian brands is so crucial right now. And according to Olga Roberts, co-founder of the Okanagan’s made-in-Canada skincare line Collage, doing so has many benefits—both for our wallets and our planet. “Supporting local businesses is incredibly important for the growth and stimulation of the Canadian economy,” she says. “It also reduces our carbon footprint when we source locally, meaning the environment benefits, too! Contributing to local innovation and competition ultimately keeps prices lower, as well as increases jobs.”
The desire to promote and uplift local brands led a handful of Canadian skincare founders to create the Indie Beauty Collective, which helps consumers discover new homegrown companies to shop with. “The Canadian beauty world isn’t huge,” says owner of Toronto skincare line Wildcraft and Indie Beauty Collective founding member Laura Whitaker. “And since we’re all chasing a similar dream and facing similar challenges, it felt great to come together rather than see each other solely as competitors.”
The collective existed long before the tariff threat, but Trump’s antics have made their mission more urgent. “Supporting Canadian businesses through individual purchases may seem insignificant, but it actually has a huge impact,” she says. “The buy-local movement during the pandemic was a powerful example—businesses like Wildcraft went from fearing closure to experiencing a surge of support from consumers who genuinely cared about keeping Canadian businesses alive.
“I still get emotional thinking about it because, much like today, it was a challenging time. But the way consumers came together made all the difference, helping many businesses weather the storm. That same kind of support is just as crucial now.” —Sara Harowitz
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