Shop Elm & Co.: Turning a Mother’s Memory Into Meaningful Jewelry

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 will discover more than beautiful accessories. Behind Shop Elm & Co. is a story of family, remembrance, creativity, and the courage to build something meaningful from personal experience.

For Shop Elm & Co. founder Abena Mansa, the inspiration for the business came during a deeply personal time.

After the untimely passing of her mother, she was preparing to move and began going through the belongings her mother had left behind. Among those memories were pieces of jewelry that her mother had given her while she was alive.

Those pieces became the inspiration for something new.

“I wanted women to feel beautiful, elegant and that kind of sentiment, like cherished, that my mom gave me,” she shares.

Born in Saint Lucia to a Saint Lucian mother and a Ghanaian father, Abena Mansa brings a rich cultural background to her entrepreneurial journey. Her heritage and family experiences have shaped the values and personal story behind Shop Elm & Co.

What began with an idea to create jewelry for women has grown into an opportunity to introduce customers to her brand while developing her own skills and confidence.

Starting and growing a small business has not come without challenges.

One of the biggest barriers has been funding. Like many entrepreneurs building a business from the ground up, she has invested her own money into Shop Elm & Co. and relies on sales to continue funding the business.

Another challenge has been identifying the right audience.

Understanding who is most likely to connect with the brand, finding the right pricing, and increasing visibility have all been important parts of the journey. Building an online presence has also been an area she continues to develop as she works to introduce Shop Elm & Co. to more customers.

Despite these challenges, the journey has helped her discover new skills and strengths.

One of her proudest accomplishments has been moving beyond simply purchasing jewelry to resell it and learning how to create jewelry herself.

“I can actually craft jewelry by hand,” she explains.

Through hands-on learning, she has developed a deeper understanding of what goes into creating jewelry, from crafting designs to caring for pieces and learning about stones and minerals.

That growth has given her a new level of confidence in her abilities as both a designer and business owner.

Participating in trade shows has also been an important milestone. Being able to introduce people directly to Shop Elm & Co. has given her opportunities to showcase her work, connect with customers, and build awareness of her brand.

The IEC Retail Incubator Program has played an important role in that journey.

For the founder, the program provided valuable information about the industry while creating opportunities to network, market her business, and build relationships with other entrepreneurs.

One of the aspects she appreciated most was the opportunity to meet like-minded people.

“I believe in collaborations, and I believe in meeting people that are like-minded,” she says.

The connections made through the program have reinforced the importance of community and collaboration in entrepreneurship. For immigrant entrepreneurs building businesses in a new environment, having opportunities to meet others, share experiences, and develop relationships can make the journey feel more connected.

For other immigrant entrepreneurs just starting out, her advice is simple: network, start small, stay consistent, and provide good customer service.

She encourages new entrepreneurs not to feel pressured to build a large business immediately. Instead, focus on taking the first steps, meeting people, building relationships, and growing steadily.

“Don't be scared of starting out small and be consistent. Be consistent and offer good customer service.”

For Shop Elm & Co., the journey is about more than creating and selling jewelry. It is about turning a meaningful memory into something that can bring beauty and sentiment into the lives of others.

From the jewelry her mother left behind to the pieces she now creates by hand herself, the business reflects a journey of remembrance, learning, creativity, and growth.

Visit Shop Elm & Co. at the ByWard Market Vendor Village to discover unique jewelry and support a local entrepreneur whose business was inspired by the enduring memory of her mother.

Explore Shop Elm & Co. and stay updated on their latest collections and projects. Visit their website or follow @shopelmco on Instagram to follow Abena Mansa’s journey as she continues creating meaningful jewelry inspired by beauty, memory, and connection.

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