SheNative 4.19

I started SheNative out of a dream and ambition. I’m Devon Fiddler, and I am the founder and Chief Changemaker of SheNative.

As an Indigenous woman, I myself have lived through the racism and stereotypes that many of our women face. We live in a society where Indigenous women are either objectified, or romanticized. I myself also struggled with some of these realities, such as the commonality of family violence, incarceration, and racism. This led me to grow up in an environment of self-doubt, lack of confidence and hopelessness.

I went from almost going down the path of aimlessness and hopelessness, to building an authentic brand where I can bring light, and inspire other women like myself through my company.

After going to university and obtaining Bachelor of Arts degree, I landed my first career position as a Business Development Coordinator in 2011. I helped First Nations entrepreneurs, and this is when I became inspired to start a company of my own. Being a fashion designer was a childhood dream, so I decided to create a company where I can create gorgeous genuine goods, and help elevate Indigenous women like myself. In April 2014, I registered SheNative as a company, and one year later, in April 2015, we officially launched the brand.

Devon Fiddler, Founder & Chief Changemaker