Halifax Retailer Turns to GoFundMe
HALIFAX–As small businesses continue to struggle in Atlantic Canada in the wake of the Covid-19 pandemic, entrepreneurs are forced to find new sources of revenue. In some cases, they are openly admitting their financial struggles and asking the public for help.
Bria Doiron, the owner of Flora James Shop in Halifax, is one of many who are turning to GoFundMe as a way to raise more money to survive. The small shop has been open less than a year and Doiron has set a fundraising goal of $10,000.
“For a small business starting out, I honestly don’t think there’s any number too big,” Doiron told Huddle. “I know it might sound big to some people but $10,000 is honestly just a few months’ rent for me.”
“I just came up with a random number. I’ve had a lot of support and success since I’ve been open but it’s been equally as much of a struggle financially. Not because I haven’t been getting sales, but I’m only using a really small business loan and I’ve not been able to find any grants or anything that I qualify for. So it’s just been really hard to kind of survive.”
“I’m not going to give up. I’m going to just think of any way possible to raise awareness about how it’s really tough being a small business owner during the first year.”
Like most businesses across the country, Flora James Shop continues to struggle with high costs, especially with factors such as inflation.
“Rent is expensive. Everything is expensive with inflation and all of that,” said Doiron. “I don’t take a salary. I’m a single woman trying to make this happen. So, I’m doing what I can.”
So far, the GoFundMe campaign has raised $145 from seven donations.
Once upon a time, people wouldn’t have donated money to a for-profit venture. But the past three years have been unprecedented for independent businesses. The pandemic got people used to more online ordering. Foot traffic, which small businesses still rely on heavily, has dwindled in major cities across North America.
The GoFundMe website has its own section for businesses looking to raise money. A quick scroll shows that many businesses are desperate across the country. Some need money because of unforeseen events, such as floods and vandalism. But others, like some small bookstores and cafes, are simply lacking revenue from sales.
Despite having to ask the public for help, Doiron insists Flora James Shop is thriving and has been successful. It may sound contradictory at first but Doirin has a unique business outlook. She doesn’t consider money to be the main beacon of her success or failure.
“I don’t define success just by what amount of money is in your bank account,” she said. “I understand people may be a little confused by that. This has been a lifelong dream of mine. So, to be waking up and fulfilling a dream every single day is a success to me, I just might not have tons of money in the bank.”
“It’s all about community and being inclusive and eco-friendly and sustainable. And so as long as Flora James Shop is here, I can provide events and workshops and pop ups and find ways for the community to gather.”
In March, Flora James Shop made headlines when it hosted the Little Rainbow Event. Drag performers came to the shop and read to children. The event was a huge success and raised $1,400 for the Rainbow Refugee Association of Nova Scotia.
“I just wanted to raise awareness for all of the hate going on in the world for the LGBTQ community,” said Doiron. “As an ally and having public space, I wanted to do something about it.”
“That got a lot of attention, both positive and negative. And we actually ended up having a crazy amount of support. It was like lined up down the street.”
While Doiron says the love for that event far outweighed the hate, she still received some nasty comments. After she started the GoFundMe campaign, someone messaged her suggesting that the Little Rainbow event caused a boycott, which is why Flora James Shop is struggling financially. Doiron pushed back at the comment.
“I think that asking for help and raising awareness is honorable and I don’t feel ashamed for asking for help in any way. And honestly, people that may feel that way are not the people I would like in my shop. So I’m happy that some people might be boycotting it.”
Derek Montague is a Huddle reporter in Halifax. Send him your feedback and story ideas: [email protected].