Aaniin is bringing its 100% Indigenous-owned store to the Eaton Centre in downtown Tkaronto (the Mohawk word for Toronto meaning “the place in the water where the trees are standing”) from Nov. 29 to Dec. 31. The pop-up will feature 6,500 square feet of more than 40 Indigenous-owned brands from across Canada, showcasing a curated collection of apparel, jewelry, beauty, accessories, home goods, artwork and books.

Currently, Aaniin carries Indigenous-owned brands such as Cheekbone Beauty, Lesley Hampton, Urban Native Era, Mini Tipi (as seen on Dragon’s Den), Section 35, Kokom Scrunchies and Decolonial Clothing, among others including products from the Aanian brand itself. The pop-up will also highlight multiple Indigenous languages and Indigenous syllabics throughout the space, amplifying Indigenous voices and creating a place of visibility and respect, Pettit says.

The retailer relies on more than marketing to promote the brands and products it carries. In fact, it doesn’t even have a marketing budget. “To date, Aaniin has spent $0 dollars on marketing efforts and instead emphasizes storytelling and cultural representation in its product offerings, ensuring that each item reflects Indigenous heritage,” says Chelsee Pettit, Aaniin founder and Anishinaabe entrepreneur from Aamjiwnaag First Nation.

Aaniin’s strategy is deeply shaped by consumer insights that highlight a growing demand for authenticity, meaningful cultural connection and socially responsible purchasing, she adds. “We’ve observed that consumers increasingly want to support businesses that align with their values, especially those centred on community impact and social justice. Additionally, our insights show that many customers are seeking to learn more about Indigenous culture and are eager for opportunities to engage with it respectfully.”

Founded in 2021, Aaniin promotes Indigenous business ownership and culture through pop-ups like this one, plus strategic partnerships with vendors, a strong social media presence, and guerilla marketing tactics, Pettit explains, adding that “sharing my personal the journey as the founder of the brand on social media…has resulted in strong brand loyalty and support I couldn’t have imagined when I first launched this venture,” she says.

Some of the results include a 30% rate of returning customers and $1 million in revenue since June 2022, Pettit says. Another reason for Aaniin’s success has been in how it collaborates with organizations like Shopify and hosting events such as the Indigenous Business Development Days. For this year’s Eaton Centre pop-up, Payworks signed on as the first sponsor, followed by Mastercard.

Pettit says the store’s design and products reflect a decolonized approach to business that prioritizes economic stability, mentorship and collaboration to uplift Indigenous creators. “Our brand positioning is rooted in the belief that Indigenous ownership and representation belong in mainstream retail, beyond moccasins and dream catchers and this pop-up symbolizes our commitment to making that vision a reality,” she says.