A transformative shopping experience is coming to downtown Toronto this holiday season. The first-ever 100% Indigenous-owned department store, aaniin, will open at the CF Toronto Eaton Centre from November 29 to December 31, marking a milestone for Indigenous entrepreneurship in Canada.
Occupying 6,500 square feet, the aaniin pop-up will feature over 40 Indigenous-owned brands, showcasing apparel, jewelry, accessories, wellness products, books, and artwork.
“Aaniin,” meaning hello in Ojibwe, is a pop-up store and in-house streetwear brand that will feature familiar and emerging “Canadian”-made, Indigenous-owned brands from across the country.
Notable Indigenous-owned brands include aaniin, Cheekbone Beauty, Lesley Hampton, Urban Native Era, Mini Tipi (as seen on Dragon’s Den), Section 35, Kokom Scrunchies, Decolonial Clothing and many more. The pop-up will also highlight multiple Indigenous languages and Indigenous syllabics throughout the space, amplifying Indigenous voices and creating a place of visibility and respect.
A Vision Rooted in Community
Chelsee Pettit, founder of aaniin and an Anishinaabe entrepreneur from Aamjiwnaag First Nation, sees the store as a space of inclusion, celebration, and economic empowerment.
“This store is a proof of concept for what Indigenous commerce can look like in the future,” said Pettit. “Every product, design, and interaction is about elevating Indigenous voices and stories. This pop-up is our biggest venture yet, and I’m excited to share this experience with the city during its busiest shopping season.
“This store is all about celebrating Indigenous creativity, and we’ve made supporting our community easier than ever in a way that’s powerful, accessible and inclusive. Every detail, every brand we feature, is here to share their stories and talent with the world this holiday season, and I couldn’t be more thrilled to share this experience with the downtown core.”
Pettit’s journey began in 2021, inspired by a moment in downtown Toronto when she mistook a pattern for Indigenous syllabics. This spark led to the creation of aaniin, which has grown through various storefronts and pop-ups, including a successful stint at Square One Mall in Mississauga, where Pettit generated nearly $100,000 in sales in just over four weeks as a solo operator.
“This time, we’re going even bigger, with a large team and more than triple the number of brands,” Pettit added. “We’re showing what’s possible when Indigenous talent is showcased on this scale.”
Highlighting Indigenous Excellence
The pop-up will feature established names and emerging talents from across Canada. Highlights include:
- Cheekbone Beauty: Sustainable beauty products, with founder Jenn Harper offering mini-makeovers on select days.
- Lodge Soy Candles: Medicine-infused soy candles blending Indigenous traditions with modern wellness.
- Hand-Tufted Rugs by Rochelle: Unique, Y2K-inspired designs by Alberta-based artist Rochelle.
- Books, artwork, and home goods will also be available for the first time.
Indigenous languages and syllabics will be prominently featured, emphasizing the cultural significance of each product and design.
This pop-up invites shoppers to rethink Indigenous commerce and join a movement of economic sovereignty and empowerment. By showcasing Indigenous excellence, aaniin challenges colonial perceptions of Indigenous business and creates space for brands to flourish.
The success of this project has been made possible by the unwavering support of aaniin’s sponsors. As the first sponsor of this pop-up, the Co-Founder of Payworks, Barb Gamey, couldn’t be prouder: “Payworks applauds the powerful creativity, grit and determination shown by aaniin in reclaiming space for Indigenous-owned businesses. We’re honoured to support this initiative and Indigenous entrepreneurs from coast to coast.”
Shortly after Payworks took up the mantle, MasterCard also agreed to become a partner, and their commitment has been invaluable throughout the planning of the Toronto pop-up event.
“We are proud to partner with aaniin on this initiative to bring Indigenous brands into a pop-up at the Eaton Centre, one of Canada’s most popular retail spaces during the busy holiday season,” said Jennifer M Sloan, Senior Vice President, Policy and Stakeholder Engagement, Mastercard, Canada. “This initiative aligns with Mastercard’s ongoing commitment to foster and amplify economic empowerment and prosperity for Indigenous entrepreneurs. By celebrating and supporting Indigenous business and entrepreneurship, shoppers will have the opportunity to invest in a more inclusive and resilient Canadian economy.”
Looking Ahead: Community Ownership and Expansion
While the Eaton Centre pop-up is a short-term venture, Pettit has bold plans for the future. She aims to secure $500,000 to $2 million in investments from Indigenous communities across Canada to create a community-owned business model and establish permanent spaces for Indigenous businesses in downtown Toronto.
“This is about more than retail—it’s about creating a legacy,” Pettit explained. “I want to establish physical spaces that support Indigenous entrepreneurs while building economic stability for our communities.”
Where to Find aaniin
The aaniin pop-up will be located on the second floor of the Eaton Centre, near Aritzia, in the former American Eagle space. It opens on Black Friday, November 29, and runs through December 31.
