For Marilyn Wetston, helping other women entrepreneurs is a career
in itself. Wetston is a successful style maven with a fashion boutique
in downtown Toronto and a radio show offering fashion advice to the
less-than-chic among us.
Marilyn and her associates not only find success in big sales of
swanky duds, they find it by engaging and collaborating with other
like-minded businesswomen.
Women entrepreneurs in Canada are a wildly successful and diverse
bunch and their success rate keeps on rising. Over the last 20 years,
Canada has seen a 200 per cent increase in the number of women-owned
businesses, according to an executive summary by Corporations Canada.
That same report, released in two years ago, says in 2003 women held
majority ownership in 18 per cent of small businesses. The employment
contribution of women-owned firms is also significant. Four years ago,
about 570,000 people in Canada had female bosses.
That number has grown greatly since. In fact, PROFIT Magazine
recently reported the number of women-owned businesses is growing 60
per cent faster than male-run businesses in this country.
"Women are involved in every imaginable industry," Wetston explains. "But sometimes it's not so easy to find them."
Women-owned small businesses still tend to be smaller than
businesses owned by men. Many women operate from home, online, over the
phone, or at special vendor events. That means, despite rapid and solid
growth, women entrepreneurs still often conduct business well under
their target clients' radar.
Wetston's belief in helping other women get their products and
services noticed spawned the creation of The Women's Pages. The pages
act as a guide to women in business looking to grow their client base
as well as their small business associates. Since she extended her idea
to her network, Wetston says the project really took off.
Women entrepreneurs came out of the woodwork to learn more. From
lawyers to life coaches, they found a useful network and supportive
community they could be part of.
Janet Cockburn is a sportswear designer for women who have had
mastectomies. Her company, Janac Sportswear now has suppliers in
Canada, England, Egypt and Australia. Cockburn joined the Women's Pages
to get closer to her client base and her fellow female entrepreneurs.
"I have a product that's uniquely for women," Cockburn explains.
"For me, the goal is getting to the source. I want women to have
paramount access to my products."
Wetston explains that this is a common concern among women entrepreneurs.
"These women are human treasures and we're supporting them by finding them and listing them," she beams.
One of those human treasures is Sabina Razmov, a jewelry designer.
She says Wetston's network of women has helped her business immensely.
"She (Wetston) supports me morally and motivates me," Razmov
explains. "That's benefited me so much professionally and personally."
Gisela McKay, owner and developer of several successful Internet
properties, including NaturalHealthcare.ca, has worked closely with
Wetston to make her vision for women entrepreneurs a reality. A
self-described 'secret weapon' for business owners who market online,
McKay says creating the female network has been eye-opening.
"It's amazing to discover what these women are involved in out
there," she says. "I was really blown away by the sheer volume of women
with incredible small businesses, even right here in my own
neighbourhood!"
Wetston says her goal is to support, promote and expose as many
women in business as possible. She does have one stipulation though...
"We don't want everyone to be a manicurist," Wetston jokes, "but I
do want each member to have a definite female slant. That's the
objective"
The Women's Pages will be available later this year in hard-copy and
online format. Wetston promises listed members an opportunity to
interact with, learn about and support women entrepreneurs in a
professional, profitable way.
"Women want answers, they don't just want to be marketed to," she concludes.
With women's small businesses continuing to grow in prominence and influence thanks to the consistent support of their peers, these hidden treasures might finally sparkle in the light.