In the quiet coastal region of Natoaganeg First Nation in New Brunswick, a cultural renaissance is taking place through the entrepreneurial vision of Amber Solomon. The 33-year-old Mi’kmaw business owner has transformed her passion for Indigenous art and tradition into Bilijk, a thriving enterprise that stands as a testament to the power of cultural preservation through commerce.
“I never imagined myself as a business owner,” Solomon confesses, her workspace surrounded by vibrant handcrafted pieces that merge traditional Mi’kmaw designs with contemporary aesthetics. “But I’ve always felt a responsibility to keep our traditions alive, to ensure these practices don’t fade away with time.”
Solomon’s journey began five years ago when she noticed a concerning trend in her community. Many of the skilled artisans who had mastered traditional Mi’kmaw crafts were aging, and younger generations seemed increasingly disconnected from these cultural practices. Rather than accepting this cultural erosion, she decided to create a bridge between tradition and modern commerce.
Bilijk—which means “belonging” in the Mi’kmaw language—offers a diverse range of products including handcrafted jewelry incorporating quillwork, custom clothing with traditional designs, and ceremonial items that serve both functional and spiritual purposes. What sets Solomon’s business model apart is her commitment to education alongside commerce.
“Each piece comes with a story,” explains Solomon. “When customers purchase our products, they’re not just buying an item—they’re connecting with hundreds of years of Mi’kmaw history and knowledge.”
The economic impact of Indigenous businesses like Bilijk extends far beyond profit margins. According to a 2022 report from the Canadian Council for Aboriginal Business, Indigenous entrepreneurship generates approximately $30 billion annually for the Canadian economy, while creating vital employment opportunities in communities that often face significant economic challenges.
Chief Patricia Bernard of Natoaganeg First Nation praises Solomon’s innovative approach: “What Amber has created isn’t just a business—it’s a cultural institution. She’s providing meaningful work for community members while ensuring our traditions remain relevant for future generations.”
Indeed, Solomon currently employs seven community members, most of whom learned their craft through traditional knowledge sharing. Her workshop has become an informal classroom where elders teach younger artisans, creating a continuous cycle of cultural preservation.
The business has faced its share of challenges, particularly during the pandemic when tourism—a significant revenue source—virtually disappeared. Yet Solomon’s resilience led to an unexpected pivot toward digital markets, expanding Bilijk’s reach far beyond New Brunswick’s borders.
“We now ship to customers across North America and even Europe,” Solomon notes with pride. “People are increasingly seeking authentic, meaningful products with real stories behind them. That’s something we can provide that mass-produced items cannot.”
Solomon’s success has not gone unnoticed in political circles. Last month, she was invited to participate in a federal roundtable on Indigenous economic development, where she advocated for increased support for cultural entrepreneurs facing unique challenges in accessing capital and navigating regulatory frameworks.
“Indigenous businesses often operate with different values and objectives than conventional enterprises,” Solomon explains. “We need economic systems that recognize these differences and provide appropriate support.”
As Bilijk continues to grow, Solomon remains committed to her founding vision: using business as a vehicle for cultural preservation and community empowerment. Her five-year plan includes opening a cultural center where visitors can experience Mi’kmaw traditions firsthand through workshops and demonstrations.
“Success for me isn’t measured in profit margins,” Solomon reflects. “It’s measured in how many young people learn these skills, how many elders get to share their knowledge, and how many people gain a deeper appreciation for Mi’kmaw culture.”
As Indigenous entrepreneurship continues to rise across Canada, businesses like Bilijk offer a compelling model for economic development that honors cultural identity rather than requiring its sacrifice. The question now is whether mainstream economic institutions and government policies will evolve quickly enough to support these culturally-grounded enterprises that are redefining success on their own terms.
