Christine Marie: Empowering communities and celebrating Indigenous identity with Awasis Boutique
Christine Marie, a proud Métis Nation of Saskatchewan entrepreneur based in Saskatoon, SK, is building more than a brand. She is building a movement. As the founder and CEO of Awasis Boutique, Christine has created a space where culture, community, and commerce come together to celebrate Indigenous identity, revitalize lost languages, and inspire future generations. What began in 2018 as an Indigenous baby and kids apparel brand has since blossomed into a nationally recognized business that serves people of all ages including allies through culturally rich, stylish, and functional products.
Rooted in Christine’s lived experiences and driven by her passion for cultural education, Awasis Boutique uses apparel to tell stories and spark conversations. From onesies with Cree syllabics to Michif-language blankets and even calorie free bannock stuffies, every item is designed with the intention to honour Indigenous languages, reconnect families to culture, and create joy. Beyond retail, the brand offers custom orders, educational workshops, and collaborates with organizations to support reconciliation in meaningful and respectful ways.
Christine’s journey is one of resilience and heart. She remembers the support her family received during childhood including food hampers and hand me down clothes and how those acts of kindness stayed with her. That memory fuels Awasis Boutique’s deep commitment to giving back. “It was always going to be a pillar of the business,” she shares. That commitment has resulted in over $120,000 donated back into community initiatives and partnerships that uplift Indigenous peoples.
From pitching to the Dragons on Dragons’ Den in May 2025 to growing from her kitchen island to a brick and mortar store on one of Saskatoon’s most sought after streets, Christine has consistently pushed boundaries. She has also led over 40 collaborations with notable partners like The Jilly Box, First Nations Bank of Canada, University of Saskatchewan, Saskatchewan Roughriders, and Nutrien among others. Through every collaboration, her team ensures that relationships are grounded in ethics, respect, and reconciliation in action.
Christine applied to Pow Wow Pitch after years of watching inspiring entrepreneur stories on social media. “It’s evident that strong relationships have been built and that people genuinely want to see Indigenous businesses flourish,” she explains. Becoming a Semi Finalist has been a highlight in her entrepreneurial journey. “It’s been such a fun experience and I’ve felt truly seen and supported from coast to coast.”
She was paired with mentor Zoe Crane from Aritzia, who left a lasting impression with her warm and supportive energy. “She was lovely, kind and encouraging,” Christine says.
When asked what advice she has for aspiring entrepreneurs, Christine shares this wisdom: “Once you take the first step, the next ones won’t feel so scary. Give yourself grace. You won’t get it all right away and that’s okay.” She emphasizes the importance of setting boundaries in a world where business and social media never sleep. “Just because social media runs 24/7 doesn’t mean you should. You can’t pour from an empty cup. Take care of yourself. Your family, friends, and customers will thank you for it.”
Christine is proving that business can be bold, beautiful, and deeply rooted in culture and care. With Awasis Boutique, she is helping Indigenous people reclaim space, language, and pride, one creative product at a time.
Watch Christine as she pitches Awasis Boutique in the Consumer Products & Retail category airing on September 3, 2025, at 6:00 PM ET. Click here to see all episodes: powwowpitch.org/episodes.