The Story Behind the Brand
I’m Jolene Airey, a Calgary-based entrepreneur, designer, author, and educator who turned creativity into a thriving multi-channel business.
My journey began in 2019 while recovering from a major illness. That experience was a turning point — a clear reminder that there is no “someday.” With a sewing machine, fabric, and a commitment to finally build the life I wanted, I began creating handmade rugs for my own home. When friends started taking them home after a gathering, I knew I was onto something.
What started as a single handmade product quickly evolved into a cohesive line of mix-and-match home décor. I taught myself pattern design, developed original repeat patterns, and expanded into a thoughtfully curated blend of handmade and print-on-demand products. Today, my business serves customers online and in person at select Christmas markets, including the Saskatoon Farm Christmas Market and the Millarville Agricultural Society Christmas Market.
Along the way, I documented everything — the wins, the mistakes, and the systems — and shared it openly on YouTube. That channel has now surpassed one million views and led to my book, From Zero to YouTuber, available on Amazon. I’m passionate about showing others what’s possible when creativity meets consistency and smart strategy.
I’m now a bookable guest speaker and will be speaking this year to marketing students at a local college. I also guest speak at quilt guilds and conventions, offering trunk shows and practical talks on building a creative business, product development, and turning skills into sustainable income.
Beyond selling products, I’m deeply committed to education, community, and mentorship. I believe in building businesses that support not just the owner, but the people and communities around them.
Whether you’re here to shop, learn, or explore a collaboration, I’m glad you’re here — and I’m proof that it’s never too late to start, pivot, or level up.
