Saskatoon

First Nations entrepreneur wants to change way society views Indigenous women

Devon Fiddler wanted to accomplish three things in her life: start a business, own a house and have a baby. By the age of 28, she's managed to have all three.

28-year-old Devon Fiddler sells clothing with powerful messages

SheNative founder Devon Fiddler in front of her new store in Saskatoon. (Leisha Grebinski/CBC News)

Devon Fiddler wanted to accomplish three things in her life: start a business, own a house and have a baby. By the age of 28, she's managed to have all three.

Fiddler has recently set up a storefront for her business, SheNative at Saskatoon's The Centre mall. She sells clothing and accessories designed by Indigenous people.

"It's really about changing the perception of Indigenous women," Fiddler told CBC Radio's Saskatoon Morning. "I guess a lot of people see a lot of Indigenous women as the typical stereotype — the Pocahontas, the romanticized version. And what we want to do is showcase what Indigenous women are actually doing."

The store sells shirts with positive messages such as, "She believed she could, so she did," or "Today I choose joy." 

"I love the message," she said. "Those are words to live by, for sure, and to grow into."

Fiddler said she's come a long way from her youth, experiencing everything from racism to violence to seeing her father in jail.

"I feel it's up to you to change your own circumstances, and to see the positive side of things for yourself," she said. "You have to try to do better for yourself."

For a link to the SheNative website, click here.

With files from Leisha Grebinski

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