From E-Commerce to Birth Work: My Journey to Becoming a Doula

For those who have been following my career for some time, my decision to become a doula will either make perfect sense or feel completely unexpected. It all depends on when our paths crossed.

If you met me while I was at Shopify, fostering conditions for Indigenous entrepreneurs to thrive, you might think that e-commerce and childbirth have little in common.

If you know me from my work at Actua, you might wonder how STEM education relates to motherhood, aside from the stress of registering for summer camps (amiright?).

And if you’ve known me since I graduated from UVic’s Bachelor of Education program, you might think I’ve finally returned to my roots.

But the truth is, my purpose in life has always been to offer learning experiences where people can experience belonging without bounds and feel safe to fail in their pursuit of self-actualization.

Creator blessed me with a gift for seeing your gifts and knowing how best to bring them out into the world.

As an educator, I’ve walked alongside my students as they’ve grown. I started teaching in preschools, moved through K-12, co-created and taught the first social entrepreneurship course at OttawaU, built alternative education programs, and led onboarding and career education initiatives. No matter the setting or age group, my true work was never just about learning outcomes and impact measurement. My mission was to see past the trauma and tribulations we carry, which tell us we’re unworthy, incapable, or don’t belong in our own journey to self-actualization.

In trying to bring forward the gifts each of us are born with, I often had to find ways to break through the shields and stories we’ve built around us to survive trauma – something we’ve all experienced – that protect us from falling short of our own expectations.

It’s no wonder I adopted COYA as a mindset to help people remember that we’re not the products of circumstances, but rather the consequences of our actions.

When I followed that realization to its core, I saw that many of us are born into trauma. Even our experiences in utero can be traumatic, as can our births and early years if they lack the attachment, love, teaching, and support necessary to move from survival to thriving.

So, while it’s important to remind people that we aren’t defined by where we come from, the environment at the beginning of life has profound implications for the rest of our lives and our descendants.

What if we could improve the circumstances offered at the starting point of life?

If we want to ensure that all humans can access the top of Maslow’s hierarchy of needs (a concept rooted in Blackfoot wisdom), we need to protect pregnant people, offer births that don’t feel like traumatic medical events, and welcome babies earthside with as much celebration and ceremony as possible – just as our ancestors did.

With my chronic illness progressing each year, I have less energy to waste on anything that isn’t fully aligned with my gifts. If I only get a few spoons a day, I want to know that I’m using them in the most impactful way.

Despite a successful year for COYA Productions, producing four impactful courses, I knew I had to focus my efforts with even more precision.

In 2024, I will not produce any learning programs for others; instead, I’ll finish creating my own. I’ve been delivering this training in real life, here in Lekwungen Territory, and will work to digitize it by the end of the year so that more families can benefit from what I believe to be good medicine for the next seven generations.

In 2024, I will launch:

• Understanding Birth as Ceremony

• Pain Management as Resilience

• Nesting for Baby

• Birthing Your Family: Understanding Your Roles, Rights, and Responsibilities

• COYA Kids: Building Your Parenting Handbook

Birthing babies isn’t so different from coaching Indigenous entrepreneurs to thrive. Many entrepreneurs I’ve worked with birthed their business ideas while on maternity leave or when their kids were young, realizing they needed to design a world around their kids’ needs, not their employers’. Whether we’re gestating life in our bellies or our minds, when we birth it into the world, we become responsible for the consequences of our actions. The more time we spend in community, sharing knowledge about this, the better.

What does STEM education have to do with birthing? Everything. One way to increase the sense of ceremony in birth is to reduce the fear that prevents a birther from surrendering to their body’s transition. We do this by increasing their knowledge about their body’s incredible ability to perform the miracle of life.

And if there’s another reason to become a doula in 2024, it’s as an act of resistance against colonization and patriarchy, which are destroying the very planet that gave us life. All our mothers are tired. All our babies are crying out for things to slow down. Birthwork is a rebellion, and if the genocide of Palestine teaches us anything, it’s that the safety and protection of women and children have never been more urgently needed. Unless we act differently, nothing will change.

So, this year, I’m rolling up my sleeves to be alongside as many birthers as I can, helping them birth their babies and their families into this world. The world is desperate for the hope new life brings. We are all being called to return to our origins, to lean back into family and community-making, not dividing and conquering. Our babies are begging us to stop the bombs and help the birthers (not all identify as moms).

That’s why I became a doula with the Nesting Doula Collective in 2023. I invite you to request me as your doula in 2024.

All my relations,

Jace Poirier

we are medicine

On May 15, 2024, COYA Productions celebrated a momentous event at Wawadit'ła, Mungo Martin's Big House, marking the ceremonial launch of our groundbreaking course, we are medicine. This event reflected the deep protocols and teachings that have guided us since we began creating this nation-building program. We extend our heartfelt gratitude to the Wisdom Carriers from across Turtle Island, who generously shared their personal stories and teachings, and to the Moose Hide Campaign team for entrusting us with their inaugural online course.

The following day, we proudly introduced we are medicine at the 2024 Moose Hide Campaign Day, hosted in Lekwungen-speaking territory, reaching over 500,000 Canadians. This course represents COYA’s most significant opportunity to drive systemic change to date.

The Mission Behind We Are Medicine

Our mission was to equip Canadians with the tools to move from awareness of violence issues to actionable steps. At COYA, we are passionate about helping people understand the profound consequences of their actions. we are medicine is designed to shift our collective consciousness through a self-paced online learning experience, inviting all Canadians to explore how colonization has shaped us and how we can come together as one.

A Transformational Journey

we are medicine offers practical ways to end violence through prevention, interruption, response, and healing. These strategies can be applied in homes, workplaces, and communities, regardless of where individuals are in their reconciliation journey. This course is a personal journey for every participant, aiming to foster an interconnected, love-based society.

COYA was chosen to develop this course because of our expertise in creating engaging, Indigenous-led online experiences, coupled with robust impact measurement. This framework enables the Moose Hide Campaign to track the positive changes made by learners as they transition from a colonized mindset to one rooted in interconnectedness and love.

Early Success and Impact

Though we are medicine is still in its infancy, we have already welcomed 75 relatives who have reported stellar results. Here are some of our favourite impact metrics so far:

• 93% feel more empathetic towards others after taking the course.

• 53% have shared strategies learned in the course with friends and family.

• 79% now have a greater understanding of how ceremonies, like Moose Hide Campaign Day and Fasting, can lead to healing from violence.

• 40% have noticed changes in their responses to situations that previously triggered anger or aggression, with another 53% not yet having the chance to apply the learning.

Testimonials

Here are some testimonials from our participants:

• "It was very insightful and clear. The presentation was top-notch. The interviews were concise and moving. I was touched deeply, not only through my thoughts but through my heart."

• "From beginning to end, this has been an amazing journey that I have already shared with others."

• "As a straight white male with no history of violence in my family, I didn’t think I would find belonging in this course. However, this has been one of the most impactful learning experiences for my family, as a father, and as an ally. I’ve never questioned who I am or where I came from until now."

Join Us

We invite you to join our learning journey and discover how we are medicine can help end violence. Together, we can create a more empathetic, understanding, and interconnected society.

Gratitudes

Jamie Fafard, Brianna Oversby, Kehiw Eagletail, and Alicia Hibbert - my hands are raised to each of you for all the love and wisdom you imprinted on this course.

Urban Indigenous Identity and UNDRIP, it’s complicated.

So proud of this community for bringing everyone together in shared dialogue to ask ourselves what it means to be an Urban Indigenous person in the context of UNDRIP.

The United Nations Declaration on the Rights of Indigenous People has been an effort to define and implement since 1982.

It would take the efforts, blood, sweat, tears, and lives of many of our ancestors to see the United Nations implement the work of the Working Group of Indigenous Populations with the mandate to develop a set of minimum standard that would protect Indigenous people against genocide and colonization.

These declarations define the absolute minimum standards governments, organizations, and people of all kind must implement to ensure Indigenous people, no matter where they live, are free from racism and assimilation. Minimum specs.

Even though it was finally implemented by the UN in 2007, it would take British Columbia until 2019 to legislate it into policy. Canada would lag behind another 3 years.

Today, we're currently in implementation stage to decide how we might organize and convene as Urban Indigenous people who have inherent rights as individuals and as a collective to decide how to move UNDRIP into action. This will feel frustratingly like re-doing work that many have considered before us (United Native Nations (UNN), Metro Vancouver Aboriginal Executive Council (MVAEC), Congress of Aboriginal People (CAP)), but it’s painfully critical that we spiral around the idea again in 2023 to ensure we honour the co-creation process needed for today.

Last night folks living in Lekwungen territory and from across BC shared space to unpack how we got here and how people come to be "urban" - meaning to no longer live on their traditional territories, off re-serve, outside of their home community, community of origin, and outside of Inuit Nunangat.

We celebrated that our gathering is/was a direct expression of UDRIP Article 5 being upheld.

Article 5

Indigenous peoples have the right to maintain and strengthen their distinct political, legal, economic, social and cultural institutions, while retaining their right to participate fully, if they so choose, in the political, economic, social and cultural life of the State

Spending time getting to know the articles is our responsibility. If we all know what the articles are, it's only then that we can breathe life into their spirit and intent.

I really valued how we came together. With the Prayers of respected Elder Shirley Alphonse to connect us to our hearts. With the protocols of Songhees Nation guiding us - chi miigwetch, Brianna Bear. We all learned.

Janice Simcoe, Ry Moran, Kim Van Der Woerd, and Ron Rice to share their lived experiences and guidance as Urban Indigenous Leaders was truth telling at its finest, and what's needed to humanize this history and presence it for those new to the conversation.

With food, and drumming, and singing, and in a space that felt like we were in each others living room - we came together and built community last night.

My favourite part was having a youth co-host this dialogue with me. My hands go up to him taking this on for the first time ever! Thank you, Tristan Parisian for helping ask some of our most respected and committed urban leaders for their wisdom to guide us on in how we do this work.

Your presence held a critical reminder to everyone in the room about why we were there: to ensure our children live joyously free of oppression and full of love as a result of this work.

So loved to learn with all of you.

Your humble host,

Jace

to follow the work: urbanvoices.ca

to have your say: urbanvoices@vnfc.ca

Economic Reconciliation at the Heart of Empowering Indigenous Entrepreneurs

What is your perspective on the strengths, weaknesses and key trends impacting the Indigenous economy and Indigenous entrepreneurship in Canada?

I have been very fortunate to work with Indigenous communities across the country and have seen that there is untapped potential and an unmet need to help more youth see themselves in the future of work.

Indigenous entrepreneurs are one of the fastest growing demographics in this country. They are building with their communities, sharing what they learn as they develop their businesses, and this is encouraging others to join them. We often see folks not only launching their own businesses but collectives and stores that represent their entire community. I would describe this as building a sharing economy, which reflects the history of commerce from an Indigenous perspective.

“Indigenous entrepreneurs are one of the fastest growing demographics in this country. They are building with their communities, sharing what they learn as they develop their businesses, and this is encouraging others to join them.”

We can also see a lot of economics happening right now in ways that we would not necessarily traditionally measure economics. We see people using Facebook Messenger and Instagram to post their products and sell within their communities. But if we were to actually move all those transactions onto a platform, which would then allow them to be measured, some 43,000-odd number of businesses in this country would double overnight.

Our mission is to make commerce better for everyone and it is our belief that if you can solve that for the groups most in need, you actually have the opportunity to really understand the problems and barriers that everyone faces. Working with Indigenous entrepreneurs in Canada is going to allow us to learn how we can make commerce better for everyone as a result of helping those people first. The product development opportunities are huge and we can see mirror types of economies and groups in other places in the world where we can leverage what we learn here in Canada and deploy it elsewhere. So while we are focusing on Indigenous Canadians because this is where we are headquartered, we recognize that their challenges are shared by many around the world, and there is an opportunity to accelerate our learning and accelerate the growth of the Indigenous economy worldwide if we adopt that larger lens. We see this having a global impact.

What would you say is the big difference between the Indigenous economy or Indigenous entrepreneurs and their non-Indigenous counterparts?

Without generalizing, it is values-based entrepreneurship. In an Indigenous community, hoarding wealth is unacceptable. We are all seeing the inequality of wealth distribution play out globally, where the top 1% are holding 90% of the world’s wealth, and as it gets worse, people are becoming more desperate to find a new way of thinking about commerce. Indigenomics, the Indigenous view of the economy, is what I think people are looking for. And this favours indigenous entrepreneurs. They are being seen as leaders since people are looking for that model and are realizing that it is replicable. And for the first time in a long time, this puts indigenous people in front as the lead, which is not often the case. It is a really beautiful opportunity and, to me, it has never been better to be an Indigenous entrepreneur. And I see our role at Shopify as giving a main stage and a platform to this values-based entrepreneurship concept so that other people can implement it too.

The Indigenous view of economics is one of a borderless economy that does not see things in terms of country divides. There is an opportunity to share goods and knowledge with the entire world and to not put any limitations on access to that, and we want to do right by that.

What support is necessary from key stakeholders, such as government, industry, and others, to grow the Indigenous economy and opportunities for Indigenous youth in Canada?

Infrastructure is the first step. No future experiment you can think of will sustain itself for the long term if the infrastructure needed to support it does not exist. There are Indigenous people in Canada who do not have access to clean water, housing, health, education or the internet. We are not meeting the physiological needs of 25% of the Indigenous population that lives in this country and that is appalling in 2019. Nothing else matters if we do not solve the infrastructure gap within Indigenous communities first.And for Shopify to play a part in supporting the growth of Indigenomics, we are absolutely tied to everybody in this country having access to the internet. This means the government’s commitment to 95% connectivity by 2030 is not good enough, especially when Indigenous populations are said to represent 5% of our total population. You cannot help but speculate which 5% will remain unconnected.

“We are not meeting the physiological needs of 25% of the Indigenous population that lives in this country and that is appalling in 2019. Nothing else matters if we do not solve the infrastructure gap within Indigenous communities first.”

The second greatest need is to ensure that education is equitable in this country and that the infrastructure exists to support that. If people’s physiological needs are not being met, there is no way they can compete in the economy. The education for Indigenous children is not on par with the education for non-Indigenous children, due to caps on government spending, a lack of infrastructure in Indigenous communities, and Indigenous youths having to leave their community in order to attend school. 47% of First Nations communities need a new school and 74% of First Nations schools need major repairs, so there is no reason for children to show up and learn in a space that is crumbling around them, especially when they do not have teachers who reflect who they are and will not stay for the long-term. 

When your family needs to eat and there is a job to be had around the corner, you are more likely to go work than you are to sit in a school that does not feel like it was designed for you. So when we see youth not graduating high school and not attending post-secondary education, the likelihood that they are going to end up in the tech sector is minimized. 

Indigenous youth want to be offered the chance to solve real, intractable problems. They want their learning to be purposeful. They want to see that learning translate into action in their community. They will not want to merely read about something if they could do it instead. They are incredibly motivated in this way and I think the misconception that Indigenous youth do not value education, and that they are lazy and do not want to attend school, is totally false. Indigenous youth are incredibly engaged, globally-minded, locally-thinking people that are just not getting their fair shot.

“Indigenous youth are incredibly engaged, globally-minded, locally-thinking people that are just not getting their fair shot.”

Shopify has recognized that we do not have enough people at this company that reflect that audience. One of our strategies is to ensure that we are employing more Indigenous people in our company. We have let go of the need to have post-secondary education to secure a job with us in order to include more voices in tech. We are also investing in many education programs, so that there are also other ways for people to gain the required skills. There exists an opportunity on the horizon to really rethink how companies recruit talent.

Organizations need to admit what they do not know, and ask questions of the community and form partnerships with those communities. Hiring just one Indigenous person can help create trust and open a door to further partnerships and opportunities. It is imperative that organizations take stock of all the dimensions of diversity of their employees in order to understand whether or not they are reflective of the populations that they are building for. Once you institute education strategies and employee development strategies that are equitable to everybody, it gives everybody that chance to grow their careers within your company, regardless of who they are.

All proud Canadian companies have a duty to respond to Recommendation 92 in the report by the Truth and Reconciliation Commission of Canada that calls for the Canadian corporate sector to adopt the United Nations Declaration on the Rights of Indigenous Peoples (UNDRIP) as a reconciliation framework. Businesses should publicly state that they are trying to create opportunities for reconciliation. I believe work and business will flow from that.

What are the benefits of e-commerce to Indigenous entrepreneurs? 

No dependency on a brick and mortar store means your cost of doing business is already significantly decreased–it only costs $30 a month to run a business on Shopify. But I think what is actually most important for Indigenous people is that the online movement allows you to remain in your community.There is no need to leave your community to go seek out an urban center with a greater population. With e-commerce, you can maintain your lifestyle and live amongst your people while running a successful business with a global reach. 

“What is actually most important for Indigenous people is that the online movement allows you to remain in your community.”

That direct-to-consumer movement has unlocked huge economic potential for everybody, but it is especially relevant to Indigenous entrepreneurs who have been dependent on distributors and middlemen to sell their goods. Now, they have access to the global economy and get to keep their fair share of the value of that product, without a middleman. 

Every person wants to feel a sense of purpose. They want to feel like they have self-actualized and that they are proud of their work. That looks different for everybody but entrepreneurship and the e-commerce movement is making it possible for people to define their own self-actualization and pride in new ways. It is disrupting all kinds of long-standing institutions and systems that we thought were the only way forward. Having every person in Canada feel that they can show up, do their life’s work, and take care of their family at the same time does not just create economic impact, it creates social impact. 

“We need to focus on the economic aspect of reconciliation fast because it is measurable and it can help unlock independence for those that have been disenfranchised from the economy.”

For far too long we have avoided the economic context of reconciliation because the amount owed is so significant that nobody and no one government wants to feel responsible for 150 years of damage. We need to focus on the economic aspect of reconciliation fast because it is measurable and it can help unlock independence for those that have been disenfranchised from the economy.

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What are the best ways for employers to reach out to Canada’s Indigenous community and design positions that resonate with them?

I think we have the entire hiring strategy backwards. We so often hire for the job we think needs to happen, as opposed to creating open channels for people to pitch the way they think they could contribute to the problems a company is trying to solve using insights only they could have.

People want to know that their efforts and their time spent away from their families will have a positive impact that goes beyond just taking home a paycheck. The more you can communicate the impact of the work you are trying to hire for, and the purpose people would get by doing that work, the more likely you are to convince people to come and join you. 

“We so often hire for the job we think needs to happen, as opposed to creating open channels for people to pitch the way they think they could contribute to the problems a company is trying to solve using insights only they could have.”

Put your mission out there and say “we are interested in hiring people that think they can contribute to this work, so tell us how you, and only you, can do this work”. I think Shopify has done a really great job of creating the conditions for that. I have pitched two jobs here at this company that were not jobs before I came along. 

That is a game changer for companies – they get to mobilize skillsets that they would not have otherwise seen if they had continued typecasting jobs they thought were necessary. There is an opportunity here to innovate how we think about talent recruitment.

Companies and recruiter should not be afraid to make mistakes; reaching out is better than not reaching out. We are so worried about political correctness that we take no action and do not recognize the significance of even one small choice. The Indigenous community wants to be involved and contribute, but fear and stereotypes get the better of us. Just naming your intention to create opportunities can serve as a catalyst for all the other things that are possible.

The Impact of Youth Entrepreneurs

What did I say to the room full of youth entrepreneurs at Inventure's SparkFest?

Your life's work could be about making the world a better place.

I hope that the product or service you pitch tonight solves a real problem and that you become the experts of those problems by connecting with the people who have them.

And if you dare to do this, I hope you start collecting data about the work you're doing so that you can prove you're doing it. Baseline data is your friend. Be mindful of your intentions. Never let your intentions overshadow your outcomes. You need to look without blinders. What is your actual impact, not just your intended outcomes? What are the unintended consequences? How do they impact people and the planet?

If you can measure your impact, you can prove you make the world a better place. And isn't that an awesome way to spend your life's work? 

That's why I did what I did at Shopify. I hoped launching RnD Camp would help new people in Research and Development at Shopify recognize how important it is to make commerce better for everyone is. Like the new hires at RnD Camp, I want you to know that your life's work matters. If you learn anything from me tonight, I hope it's that.

You are the outcome of your consequences. Dare to make them good ones. Use data to prove it. That's what's going to make the hard parts worth it; that's what will get investors to invest, and customers to adopt. I guarantee you'll live a full life of growing the work you do.

Make your why statement matter and you'll always be in business.

And once you prove you can make the world a better place, you can show others how. And that's how we'll all scale our human potential. We need to think big like that.

I've been fortunate to travel Canada and work with 1.25 million youth over my career and see how investments in education and entrepreneurship paves a path forward for all of us. This opportunity is important.

If I've learned anything from youth is that when you have purpose you are unstoppable. My generation has proved there are a ton of problems worth solving: environment; education; health; renewable energy; equitable access to technology. Business leaders and politicians would be wise to show up and begin investing in the big ideas that I see that you care about so passionately. You have the best perspective on our work: you inherit it.

Youth who show up to pitch nights in the middle of summer are #ChangeMakers.

I'm working under the assumption you're here to get shit done. So, I hope you measure your impact and make it matter. I bet you'll be proud you did.