"Going digital" can be both simple and complex. It all depends on what you want to achieve. Launching an e-commerce site to "make sales" is one thing. Introducing a digital business as a new distribution channel within an established company while also ensuring that it drives growth is a different story! And this is where your strategy becomes critical. A new channel means new business opportunities and growth. Yet, a strong web presence involves many challenges, unknowns and surprises.

Over the past few years, I've heard the same concerns from my clients. The 'digital shift' is not so easy for many SMEs. Marketing is increasingly specialized and expensive. Logistics are tedious, counterfeiting is widespread and reaching foreign markets is complicated.

As for consumers, I am fortunate to have access to several studies on the Canadian consumer and his behaviour. These studies mention that Canadians do indeed want to buy locally and reduce their ecological footprint; however, they are unable to find the companies that share these values. So there you have it. 1 + 1 = 2! That's where the inspiration to create Samara & Co came from: businesses that can't make themselves visible online and consumers who can't find what they're looking for. A business case that seems clear to me!

Samara & Co. is much more than just an online store. For the consumer, it is a place of exchange and discovery where quality is a priority. Only good, local, eco-responsible brands are represented. But that wasn't enough for me. I was determined to find a way to help a Canadian start-up that shared Samara & Co's values. The difficulties I encountered with my own start-up made me want to facilitate the transition for the next one. I figured that I was certainly not the only one who wanted to contribute to the development of Canadian companies. So I thought I'd give the companies I do business with a chance to participate. Each purchase associated with their brand earns them 1 vote. At the end of the year, the company with the most votes from Samara & Co. consumers will win. Samara & Co. is proud to be able to help fund a Canadian company working in the field of responsible consumption.

This is the story of Samara & Co. – a movement that is striving to be local, good for the planet and generous.

Ah yes, many people ask me, why the name Samara? Well, it's actually the fruit of the maple tree - those little things we commonly call "helicopters." They travel on breezes in search of fertile ground, where they land and grow with purpose. And on top of that, they are super ecological! I believe that this symbolizes well what Samara & Co. is all about.

Will you join the movement?