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London designer gets $10,000 Canada Life grant for business 'pivot'

A London fashion designer who also makes costumes for youth in hospital has received a $10,000 gift from Canada Life to support her small business in the pandemic.

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For London’s littlest superheroes, the capes will keep flowing.

A London fashion designer who also makes costumes for youth in hospital has received a $10,000 gift from Canada Life to support her small business in the pandemic.

Nicole Snobelen, who owns Evelynn by Nicole Snobelen, received the support as part of the insurer’s Business Boost program, meant to help businesses that have changed during the COVID-19 pandemic.

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“I was in shock when they called. I am very grateful. I was at a point in my business where I was not sure how I was going to navigate forward,” said Snobelen.

As a designer who makes her own styles, she relies heavily on the wedding season, but that business dried up because of public health restrictions, and demand for new styles has also slowed. She was forced to close her storefront, which operates on the second floor of the Western Fair market, during lockdowns.

She changed direction by launching a line of clothing called Thrift and Flip, where she buys second-hand clothing and repurposes it for sale.

“I went from designing wedding robes and women’s wear dresses to casual wear and masks. I have changed my business,” said Snobelen.

“It also helps the fashion industry now. Fast fashion is hurting the environment and this is part of the solution,” she said of repurposing vintage clothing.

The Canada Life funding will also help support the Abby Fund, a charity Snobelen operates where she makes capes, costumes and dresses for sick children.

“It has been slow in the pandemic. I cannot meet with kids in hospital. I can’t do my annual fashion show, which pays for the Abby Fund, so this helps with that,” said Snobelen.

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Nicole Snobelen of London shows a special dress she made for a young girl in hospital, as part of her Abby Fund, which she named after her father. (File photo)
Nicole Snobelen of London shows a special dress she made for a young girl in hospital, as part of her Abby Fund, which she named after her father. (File photo)

Canada Life handed out $10,000 grants to 12 small businesses across Canada to help during the pandemic. A critical criteria was supporting a business that has “pivoted” in the pandemic, said Liz Kulyk, assistant vice-president of media and public affairs for Canada Life.

“It was tough. We were looking for creativity and pivoting,” she said. “We wanted to see how they reimagine the business and made it sustainable going forward. We thought (Snobelen) fit the bill.”

Canada Life had nearly 4,000 businesses apply for the funding, she added.

The other recipients are:

  • Ace Tennis Academy, Edmonton.
  • FlipGive Inc., Toronto
  • HFX Learning Centres Inc., Halifax
  • Kids Physio Group, North Vancouver
  • Kings Park Child Care Centre, Winnipeg
  • Le Camélia – Maison de répit, Trois Rivières
  • Nobel HSSE Management Ltd., Oxbow, Sask.
  • Outcrop Nunavut, Iqaluit
  • Puddicombe House, New Hamburg
  • Puddicombe House, Maskwacis, Alta.
  • San Vito Coffee House, Winnipeg

“Small businesses are at the heart of the communities we call home, but they’re still struggling to stay afloat under public health restrictions as the pandemic continues,” said Jeff Macoun, president and chief operating officer for Canada Life.

“We’re inspired by their continued perseverance, determination and creativity to keep their businesses open. We know this financial support will help make a difference at a time when they need it most.”

ndebono@postmedia.com

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