Les Beignes de Shima Is Bringing Sweet Traditions and Cultural Connection to the ByWard Market

This story is part of the Immigrant Entrepreneur Canada Retail Incubator Program, presented by RBC and supported by Meridian.

The program provides hands-on retail experience and business training to help immigrant entrepreneurs launch and grow their ventures in the heart of Ottawa.

As you explore the ByWard Market Vendor Village, you may be drawn to the warm, inviting aroma of freshly made beignets. Behind the display is a story rooted in family, heritage, and a desire to bring people together through food.

For Ines, founder of Les Beignes de Shima, the journey began with a recipe passed down through generations.

“Les Beignes de Shima was inspired by my mother's beignet recipe, a recipe that has been part of many family gatherings and celebrations over the years,” she shares. Whether during special occasions or everyday moments, these beignets were always more than just a treat.

What started as a personal tradition grew into something she wanted to share more widely.

“I wanted to share that experience with others and create something that celebrates community, culture, and connection,” she explains.

Originally from Benin and born to Burundian parents, Ines moved to Canada in 2005. Like many newcomers, she found that food played an important role in maintaining a connection to her roots while adapting to a new environment.

“As an immigrant, food has always been a powerful way to stay connected to my roots and share my culture with others,” she says.

Through Les Beignes de Shima, she brings a taste of her heritage to a broader community — introducing African-style beignets while creating moments of cultural exchange.

“It has also allowed me to build bridges between cultures through something as simple and meaningful as food.”

Starting a business, however, came with its challenges. Without a background in entrepreneurship, Ines had to learn every aspect from the ground up, from marketing and pricing to bookkeeping and operations.

“Navigating these areas often felt overwhelming, especially while balancing other responsibilities,” she shares, “but it has also been one of the most rewarding learning experiences.”

One of the biggest hurdles was simply knowing where to begin.

“There is a lot of information to learn and many decisions to make when launching a business,” she explains.

To move forward, she leaned into curiosity and persistence — asking questions, seeking support, and taking advantage of available resources. Participating in the IEC Retail Incubator Program became an important step in that journey.

“I overcame this by seeking out resources, asking questions, participating in programs such as the IEC Retail Incubator, and continuously learning through experience,” she says.

Through that process, she began to build confidence in her ability to navigate challenges.

“While I am still navigating challenges every day, I have become much more confident in my ability to adapt and problem-solve.”

A meaningful milestone came when she secured her first corporate client — a moment that validated both her product and her vision.

“It was a meaningful milestone because it showed me that people saw value in what I was building and trusted my business to be part of their event,” she reflects.

Support from the IEC Retail Incubator also played a key role in strengthening her foundation as an entrepreneur. Through workshops and mentorship, she developed essential business skills while connecting with a supportive community.

“The IEC Retail Incubator provided me with valuable knowledge and practical tools for running a business,” she says.

“It also connected me with mentors, resources, and a community of entrepreneurs who helped build my confidence and encouraged me to keep moving forward.”

Today, Les Beignes de Shima continues to grow — grounded in tradition, fueled by resilience, and centred on connection.

And for other immigrant entrepreneurs just starting out, Ines offers this advice:“Believe in yourself and in the value of what you are creating.”

You don’t need to have everything figured out from the start. What matters is continuing to move forward, even when the path feels uncertain.

“Don't be afraid to ask questions, seek support, and keep showing up, even when progress feels slow,” she says.

“Every small step matters, and consistency can take you further than you think.”

Because sometimes, something as simple as a family recipe can become something more — a business, a story, and a way to bring people together.

If you are visiting during the ByWard Market Vendor Village, stop by Les Beignes de Shima to taste and experience these delicious beignets.

Explore Les Beignes de Shima or stay updated on their latest projects. Visit their website or follow them on Instagram @beignesdeshima. Ines' story is an inspiring example of how creativity, problem-solving, and innovation can lead to extraordinary achievements.

This story is part of the Immigrant Entrepreneur Canada Retail Incubator Program, presented by RBC and supported by Meridian.