A portrait of entrepreneur Shania Gasse
In a context where many businesses are closing their doors and shopping malls are struggling to regain their former vibrancy, choosing to open a physical store may seem audacious. Yet, that is exactly what Shania Gasse, an Innu entrepreneur from the Côte-Nord region, did when she launched Forever SG, a shop entirely dedicated to celebrations.
Behind the colourful balloons and festive themes lies a story of determination, community spirit, and entrepreneurial courage. A story that reminds us that sometimes the most wonderful businesses are born simply from a very real need… and the desire to make a difference, right in one’s community.
An idea born from a community need
In Sept-Îles, organizing a birthday party or celebration can quickly become a headache. Delivery delays, limited choices, items that don’t arrive on time… Shania decided to take action after making this very real observation.
Initially, Forever SG was a wedding planning service. But very quickly, the requests diversified: balloon arrangements for birthdays, party supplies, themed tableware, gift wrapping…
In a more isolated area like the Côte-Nord region, the options are limited—and Shania chose to turn this constraint into an opportunity. Today, her business meets a real community need by offering everything you need to celebrate life’s special occasions both big and small, without the need to wait for delivery.
A physical shop that awakens the inner child
Opening a physical store in a shopping mall might seem like a risky gamble, but it was a carefully considered decision for Shania. First, because event planning was already taking up a big part of her life: “I was always working. I wanted to do this full-time and bring all types of celebrations together in one place.”
Second, because customers want to see, touch, and compare. “When you order online, your package often arrives late. And people want to see the items in person to avoid any unpleasant surprises about size or quality.”
The process of securing her space was meticulous: site visits, business plan evaluation, interviews, budget projections… right up to final approval. It was a demanding process, but also a necessary one to ensure the project’s viability.
But Shania’s efforts paid off! As soon as you step into Forever SG, the goal is clear: to inspire wonder. Shania wants customers to experience “the surprise of the diverse selection and tastes,” but also a kind of joyful nostalgia. “I had a customer shopping for her child who told me she was in birthday heaven.”
Balloons, a variety of themes, colourful accessories, decorations, items for all occasions… the shop has become a place where people come to find much more than just products: they come to rekindle the desire to celebrate.
Soon, an online store will complement the offerings, which will make it possible to reach people in the Basse-Côte and Haute-Côte regions who are unable to travel—all while continuing to support a local business in Sept-Îles.
Between financial challenges and unequal support: The reality behind the storefront
While the shop has been very well received, the road to opening was not without obstacles.
The biggest challenge? Funding. “It costs more than expected, and there are few financing options for self-employed individuals.” She also emphasized the importance of the Indigenous Women Entrepreneurship Support Program (IWESP), offered by the FNQLEDC, which was crucial for the next steps in the process.
Added to this is the difficulty related to financing advertising and promoting the business, without significant dedicated support. And in terms of moral support, the experience was mixed. “There was a lot of pessimism, especially in terms of online comments. People didn’t believe it would last. Yet, in the shop, the feedback is overwhelmingly positive.”
This reality clearly illustrates the gap between public perception and the actual response on the ground.
When asked what she would say to her younger self a few years ago, Shania’s answer is frank and straightforward: “Stop being afraid and go for it! It’s make or break!”
This mindset perfectly sums up her journey: daring to take risks despite all the doubts, criticism, and financial risks. Because in the end, there’s the pride of having built something tangible for her community. By choosing to support Forever SG, you’re not just shopping for party supplies for every occasion: you’re supporting an Indigenous entrepreneur, a local economy, and a deeply community-oriented vision of entrepreneurship.
Shania Gasse’s journey reminds us that, even in times of uncertainty, transforming an idea into a successful project for an entire community is possible when you have the right tools and support.
Like Shania, are you looking for personalized support to launch your business or grow your existing project? The FNQLEDC’s officers and advisors are here to help! Don’t hesitate to contact our team to take the next step in your own entrepreneurial adventure.
