12: Building a Business With Values With Kristi Soomer

In this episode of Market This, I’m joined by Kristi Soomer, founder and CEO of Encircled, a Canadian-made slow fashion brand that’s been growing thoughtfully since 2012.Kristi brings a refreshingly honest perspective to entrepreneurship, sustainability, and marketing, especially for small business owners who are tired of the hype and want something more grounded, realistic, and human.We talk about what sustainability actually means (beyond the buzzwords), how her corporate background shaped her business decisions, and the behind-the-scenes realities of running a product-based brand from inventory and cash flow to returns and pop-up shops.If you’re a product-based business owner (or thinking about becoming one), this conversation is full of smart insights and “oh wow, no one talks about that” moments. In this episode, we cover:Kristi’s journey from management consulting to building a slow fashion brandWhat sustainability really looks like and how to spot greenwashingWhat it means to be a Certified B Corp (and why it’s such a rigorous process)Why transparency and brand values matter more than polished perfectionHow Kristi approaches marketing without trying to be everywhere at onceThe realities of entrepreneurship that don’t get glamorized on social mediaThis episode is for you if:You run (or want to run) a product-based businessYou care about values, impact, and building something long-termYou feel pressure to be everywhere online and want a more sustainable marketing approachYou appreciate honest conversations over hustle culture soundbitesConnect with Kristi:Encircled: https://www.encircled.caInstagram & Threads: @encircled_Kristi’s website & coaching: https://kristisoomer.comPodcast: Ecommerce Maven (archived episodes available)This episode was mixed and edited by Cardinal Studio.