It has been quite a year so far and especially for women, with several worldwide movements aiming to encourage women to stand up for themselves.
For Emma Lewis, dealing with old school mentalities surrounding women and their capabilities on a more local level inspired her to create her own business.
“I was about 12 months into a really tough job where I was the only female in the office,” she explains.
“I wanted to create something that would help women who initially felt isolated, alone and undervalued and help them to find what they’re really passionate about, and chase it fiercely, even if it scared the shit out of them.
“I wanted them to feel empowered enough to make the big changes in their life which, whilst uncomfortable, are totally necessary. It was a little selfish I guess, because I created the thing that I needed during that time, it just turns out that there’s a bunch of other women who do, too.”
Canvast launched in November 2017 and only four months in Lewis decided to show of her planner with no dates at First Instyle in Sydney.
“It was probably really early for a new business, but I’ve never been one to take things slowly; I go at things like a bull at a gate.
“I wanted feedback. I wanted to see what people thought of Canvast and the ethos behind it. Life Instyle has a great reputation for the number and quality of visitors―it was like saving me finding each individual email address and phone number for every one that I wanted to see Canvast, and putting them right in front of me.”
Lewis had set herself a goal to be stocked in 20 stores by the end of February, which is pretty bold for a business that’s only a few months old, but she came close enough with 18 stores by the end of the month.
“They love it! I am still coming up against the old habits of people and stockists generally buying their planner at the end/start of each year (we don’t believe in waiting for a new year to start doing your thang) but the feedback has been amazing. I wish I could click my fingers and create all of the things I have planned, but as anyone who has self-funded their small business knows, it’s one step at a time.”
While she says the Canvast planner forces you to sit down and actually think about what you’re working towards, Lewis admits it has been a continual challenge to get people to change their habits and mindset.
“Some people say, ‘Oh I’ve never been a planner, I wouldn’t use it’ or ‘That’s what phones are for, you can do it all on your phone now” … the whole point of Canvast is intentional. It’s on paper because studies have shown you’re way more likely to get stuff done if you write it down. The entire process of doing something for yourself is really beautiful.”
Lewis sees Canvast continuing to create products to inspire and help to empower women. The team has grown exponentially and she says she gets to work daily with fiercely talented women who all contribute to making Canvast different from any other brand out there.
“We are living in this really weird world of perfect Instagram filters and way too high expectations, and you’re being sold rubbish from every single angle now. I admire women who keep it real, doing things on their terms; women who succeed amongst diversity and women who set themselves apart and aren’t afraid to make their own rules (and break some others along the way). I would hate to narrow it down to a select few, but life’s little rebels, I’m all about you.”
By Marion Gerritsen
