The festive spirit of the holiday season merged with entrepreneurial energy in Calgary on Thursday, December 4, 2025, as the YWCA launched its third annual Wint-Her Market. The event transformed the ground floor of the organization's facility into a bustling marketplace, dedicated exclusively to showcasing and supporting women-led businesses.
A Marketplace Designed to Lower Barriers
The core mission of the Wint-Her Market is to dismantle the financial hurdles that often prevent small businesses from accessing traditional retail spaces. Kailey Armstrong, YW Calgary's Director of Economic Prosperity, explained the initiative's purpose. "We wanted to create a way for women to bring their products to the market, and markets can be quite expensive or costly to participate in," Armstrong stated. "We wanted a way to really release that barrier fully and just really empower our entrepreneurs to have space to showcase their businesses."
Hosted in partnership with Futurpreneur, a Canadian non-profit that supports budding entrepreneurs, this year's market featured an impressive 36 vendors. Attendees were treated to a diverse array of products and services, including handmade clothing, artisan jewellery, homemade food items, and offerings in the medical and beauty sectors.
From Program to Pop-Up: Success Stories in Action
A significant number of the vendors at the Wint-Her Market are alumni of the YWCA's specialized entrepreneurship programs. Initiatives like 'Start and Scale' and 'Vision to Venture' provide crucial training and resources. Armstrong described the 10-week 'Start and Scale' program as a comprehensive journey where participants "learn everything about being a business owner" and graduate with a business plan, personalized coaching, and valuable industry connections.
One such success story is a vendor identified as IJ. After losing her job in the banking industry earlier in the year and struggling to find new employment, she launched a business in March 2025 selling homemade shortbread crunchies and plantain chips. Enrolling in the YWCA's program was a game-changer. "When I went into the program, I didn't know what to expect," she admitted. The curriculum helped her redesign her branding and packaging, and she even created her first promotional video using AI tools.
Reflecting on the support, IJ emphasized, "This program doesn't leave you high-handed. They are there working with you, helping you out, what you need, where to find help, and all that is huge for me." Her hard work is paying off; she has already sold approximately 3,000 units and secured a spot at the Crossroad Market. Her experience at the Wint-Her Market was equally triumphant, as she reported nearly selling out of her products during the event.
Building a Stronger Local Economy
The Wint-Her Market represents more than a seasonal shopping event; it is a strategic investment in Calgary's local economic ecosystem. By providing a low-cost, high-visibility platform, the YWCA and its partners are directly fostering job creation, innovation, and community resilience. The event connects consumers with unique, locally-made goods while giving entrepreneurs critical real-world experience in sales, customer interaction, and brand promotion.
The vibrant scene of tables laden with homemade snacks, handcrafted jewellery, and hot beverages—each manned by a passionate entrepreneur—underscored the market's success. As the third iteration of this annual event, the Wint-Her Market has firmly established itself as a cornerstone initiative for empowering women and enriching the business landscape in Calgary.
