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What does it take to turn an idea into a lasting Canadian business? In this episode of CIBC Smart Advice, host Carissa Lucreziano sits down with Province of Canada founders Julie Brown and Jeremy Watt to talk about building their Made in Canada lifestyle brand from the ground up.


Julie and Jeremy share why Canadian manufacturing became central to their business, how they balanced Province of Canada with client work for seven years, and why they’ve chosen to grow at a pace that allows them to stay true to the brand. They also discuss the role storytelling and Canadian culture have played in building their community, the unexpected opportunity that came from Heated Rivalry, and what they’ve learned about building a business together as a married couple.


About Julie Brown and Jeremy Watt

Julie Brown and Jeremy Watt are the founders of Province of Canada, a Canadian lifestyle brand they launched in 2014 with a focus on making well-designed everyday products in Canada.

Both graphic designers by background, Julie and Jeremy spent the early years of the business balancing Province of Canada with a separate design and Shopify studio before eventually making the transition to working on the brand full time. Today, Province of Canada spans apparel, home and kids collections, with retail stores in Toronto and a continued commitment to Canadian manufacturing.


Resources Mentioned / Links List


3 Reasons Why You Should Listen to This Episode

  1. Learn what it took to build Province of Canada over more than a decade, including seven years of balancing the brand with client work before making the leap full time.
  2. Hear how Julie and Jeremy are leaning into Canadian identity at a moment when supporting Canadian businesses feels especially relevant, and how they’ve used humour, culture and collaboration to express Canadian pride in their own way.
  3. Discover what they’ve learned about growing a business without losing sight of what makes it distinctive, from Canadian manufacturing and sustainable growth to staying consistent through years of uncertainty.


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Building a business rarely happens overnight. For Julie Brown and Jeremy Watt, Province of Canada grew through years of consistency, a clear sense of what they wanted the brand to represent and a willingness to grow at their own pace. Whether you're building a business of your own, thinking about taking an idea further or navigating your next stage of growth, CIBC's Smart Advice hub offers expert insights, practical tools and resources to help you make informed financial decisions.

Have any questions? You can connect with me on LinkedIn or through CIBC's Facebook or Instagram.

Thanks for tuning in! For more updates, visit our website. You can also listen to more amazing episodes on Spotify or Apple Podcasts.

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