In a time when the fastest growing, most profitable companies on the market (Air BnB, Doordash, etc.) produce apps to sell other companies/people’s goods, companies that actually make things are increasingly rare. Companies that actually hand make things are rare as hens’ teeth. But for every trend, there is the exception to the rule.

Enter Stettler’s The Fresh Wife Collective.

Launched in 2019 by Shawna Benson, The Fresh Wife Collective on Stettler’s main street sells handmade goods by Canadian makers — everything from pickles to soap to home decor. Although the mix of wares is eclectic, Shawna’s mission for her store is sharply focussed on outcomes like supporting artisans, building community and benefiting the local economy.

“We like to say that what we have is well made, meaningful goods. And so, every time you make a purchase from our store, you're actually contributing to our local economy,” says Shawna.

The Fresh Wife Collective is an offshoot of a natural soap company that Shawna launched five years ago with business partner Stephanie Plaetner. Part of growing that business, The Fresh Wife Soap Company, meant traveling to craft markets and trade fairs around the province to sell their products.

“We met all of the other wonderful people who make things, people who pour their soul into what they make. It occurred to us one day: wouldn’t it be awesome if we could share all of the wonderful things made by these amazing makers in a store in our own community?”

And that’s exactly what Shawna did. She leased a space, made a business plan and reached out to artisans. Two years ago, Shawna hung up her shingle on Main Street in Stettler, confident that she was embarking on this venture in the right place. Her experience with the soap company had shown her that Stettler supports local businesses. You just have to look at all the small businesses downtown to know that the community supports its own, says Shawna.

Community is a central theme when Shawna talks about her shop. Her connection to her rural Alberta roots is foundational for her. It has fueled her efforts to invest her business efforts locally. 

“I grew up in Endiang, a tiny community not very far from Stettler. It was amazing. That’s the reason why I choose to raise my children in a small community and why both my husband and I operate businesses in a small community.”

Shawna sees her store as way to connect community in Stettler, as well as a way to connect Stettler with people in the “maker” community. Because she personally selects the hand made goods in her store, Shawna gets to learn the stories of the makers whose products she sells.

“I often tell these stories to people when they pick up their products,” says Shawna. “Every single person has a story, every product in the store has a story, and that matters to me.”

It’s a mindful approach that has been part of Shawna’s vision for The Fresh Wife Collective since its inception.

“From the beginning, we hoped that the store would do more than fulfill your shopping needs,” says Shawna. “We hoped that it would provide a space where people can feel part of a community and part of something bigger than just a purchase.”