Crafting Community Through Custom Embroidery: Meet Dusty, Owner of Artwear

At Artwear, custom embroidery is more than just stitching logos onto garments—it’s about bringing artistic visions to life, building community, and honoring tradition. Based in Edmonton, Alberta, Artwear is Canada’s first Indigenous-owned embroidery shop.

We headed to Artwear’s shop on Airport Road to meet Dusty, the owner of Artwear and creator of the Indigenous clothing brand mobilize, to answer questions about entrepreneurship, cultural connections, and the art of branding.

Q: How did Artware get its start in Edmonton, and what inspired your journey to business ownership?

Dusty: Artwear originally opened in Edmonton back in 2001. My connection to the shop started around 2019. As a clothing designer running my own brand, mobilize, I was actually a customer first. I loved the quality of the embroidery work and developed a strong relationship with the staff and original owner over five or six years.

When the owner was preparing to retire and sell the business, the opportunity came up for me to purchase it. It was a groundbreaking step because there were no other Indigenous-owned embroidery shops in Canada. I saw it as a brand new way to support other artists and local businesses through the art of branding.

Q: What have been the most rewarding milestones—and biggest challenges—since taking over?

Dusty: The most rewarding part has been the people and organizations we get to collaborate with—from local artists and Indigenous governance groups to provincial MLAs. Watching an artist see their design brought to life with premium embroidery is incredible.

Historically, embroidery has deep ties for Indigenous peoples that predate beadwork, which came later through trade. Using modern embroidery is a powerful way to honor an ancient practice.

As for challenges, transitioning from a sole proprietorship to managing a team and running day-to-day operations brought a steep learning curve. Balancing daily stress while keeping my core cultural values and self-care at the forefront has been essential.

Q: How has having the right banking supports and business advisors impacted your growth strategy?

Dusty: Financial literacy wasn't something readily available in my family growing up, so having strong guidance is vital. Transitioning our banking to ATB Financial was a night-and-day difference. Instead of taking a hands-off approach, ATB actively asked how they could support my journey as a local entrepreneur. Hearing positive recommendations from other local business owners made the decision to switch simple.

Q: What unique values or cultural perspectives guide your approach to business?

Dusty: We focus on building community rather than just running a business. My advisory committee consists of my family, siblings, children, and elders.

In Nêhiyaw (Cree) culture, we hold the concept of oskâpêwis (a helper and protector role). We bring that protective, values-based energy into our work environment. For instance, if you aren't in a good headspace, you shouldn't braid someone's hair; similarly, when we handle an artist's logo or artwork, we ensure we bring positive, healthy energy to that process.

Q: What does it mean to you to lead Canada’s first Indigenous-owned embroidery shop?

Dusty: It means showing possibility. Growing up, I didn't see business owners in my family, but now my four kids get to grow up inside Artwear. They already talk about which businesses they want to run when they grow up!

I like to emphasize that we are the first, but certainly not the last. My goal is to kick open doors so that the journey is smoother for the next generation of Indigenous creators and entrepreneurs.

Q: What advice would you give to aspiring entrepreneurs and Indigenous youth?

Dusty: Understand that your voice matters and that you deserve to dream. Speak life into your ideas, build a strong community around you, and don't hesitate to lean on mentors and elders. You are never alone on your journey—there is strength, ancestry, and community walking right beside you.