Kiara Johnson, the owner of Apisis Pihpihciw Beads, sticks to a promise she made to herself when she began her business: she never sells earrings or any other pieces she wouldn’t wear herself. 

A Cree woman originally Samson Cree Nation, Treaty 6, Johnson balances her beading with her role at ATB as a business analyst in Indigenous relations. 

We sat down with Johnson to find out what it’s like launching a business with a full-time job, how she markets her creations, and why it’s important to develop a set of values—and stick to them. 

How did you turn beading into a business? 

I started beading again because I wanted to find a way to show my culture and how I interpret my connection to my heritage. It was only after a couple years of beading fairly regularly that I realized I had too many earrings and wanted to buy new materials to work with. 

In my head, I kind of justified it by thinking: “I can sell these earrings I make so I can have some extra spending money to fund my beading habits.”

When did you first launch? 

I started around the holidays in 2023 because it seemed like a good time to get some gifts out for the holidays.

How many hours a week do you spend on your business? 

I spend about seven hours a week working on my business. But I recently launched my website, so that time has gone up to about 10 hours per week. 

I find that the time I spend on my beadwork doesn’t always feel like work. It feels like a time for me to be creative and not worry about what other people might be expecting from me. 

The time I dedicate to the business changes because I find it so important to focus on my mental health. I make sure to check in to see if I have the capacity to work and have that guide me.

What’s your favourite piece you’ve created? 

My all-time favourite piece is a set I made for my graduation from university. Recently, I’ve really loved making hoop earrings or other shapes that allow me to play around and be creative. 

How did your experience working at a bank help you start your business?

I find that the connections I’ve made with other people have helped the most. Many of my first sales were from people I met while working at ATB. 

I’ve connected with other small businesses, like Authentically Indigenous, because of ATB’s sponsorship of their craft markets. 

It was a full circle moment to be a vendor at the same market where I’d volunteered with ATB the previous year (psst…Authentically Indigenous hosts a holiday market every year!). 

You probably learned a lot when you started your business. What did you learn that was unexpected?

I was surprised by the constant effort it takes to run a business—especially when it's not your full-time job. I thought that just making earrings would be enough, but really it's the marketing, the posting, and even just setting up a website. It’s all taken a lot of time. 

How do you manage your costs when it comes to both beads and labour? 

I keep track of all my costs on a spreadsheet, including my receipts and how long it took me to make each piece. Then I have a formula that gives me a rough idea of a price as well. 

Does being an Indigenous person affect how you manage your business? How does your culture influence business practices? 

I feel that my Indigeneity is a big part of how I conduct myself when it comes to my beadwork. I try to do things on my own time and try to limit my stress when working. I made a commitment to myself when I started this business that I would only make things that I felt good about. 

I check in with myself to see if I believe in the piece I’m putting energy into. 

I wrote down four things before i started beading:

• I will make beadwork that I like.
• I will make a cohesive brand that is recognizable and true to myself.
• I will rest, ensuring that this business does not take over all of my personal time.
• I will not sell anything I wouldn't wear myself. 

Beading teaches you a lot. Things aren't always going to be perfect and that's okay. Things take a lot of time, and you need to have that drive and commitment to stay with it. I’ve improved so much since I first started beading—it just takes a lot of time and practice.

How do you share your business with the world? 

I have found that social media has been a great place for me to share my vision. I’m still very early in my small business journey. To be honest, I only just started building a website. 

I’m really learning as I go. I’ve really had the most success having my mom post my work on Snapchat to sell to her friends.

Tell us about how you style your product photos 

I chose to set up my photos in the style of a little house because it felt right to me. I had another idea for photos originally—white light, plain background—but that had little to no personality or heart. 

I started looking around my house to find things that felt more like me and found so many tiny things. My partner suggested using a wicker chair. It was part of a pin cushion set, but the perfect size to showcase my work. The approach grew into something recognizable to my customers and I knew it was the right choice. 

How can others support small businesses?

Always look for opportunities to uplift small businesses. If you’re going to buy something from a big box store that could be handmade, consider finding that item from an artisan that puts love and care into their product. 

We’re approaching the holiday season. Consider attending community markets to find gifts for loved ones. Even just finding and following small businesses on social media can make a difference in growing their business. 

What advice do you have for other small businesses?

It’s important to believe in your work. Develop a set of values and let those guide you through your journey.