Emily Lyons, the Femme Fatale Media Group founder and one of Canada’s Top 20 Business Influencers, exemplifies resilience, inventiveness, and entrepreneurial success. What began as a $80 investment in her Toronto basement has grown into a multimillion-dollar company that includes event staffing, beauty technology, and philanthropy. Her trajectory, distinguished by determination and a steadfast commitment to helping women in business, serves as a model for budding entrepreneurs navigating complex markets. Emily’s work continues to break down barriers, demonstrating the power of vision and tenacity to transform sectors.
Entrepreneurial Journey: From $80 to Industry Leader
Emily founded Femme Fatale Media (FFM) in 2009, at the age of 23, with only $80 and a daring goal to change event staffing. Over the last 15 years, FFM has emerged as an industry leader, with a network of over 20,000 event professionals across North America. The organization has collaborated with prestigious clients such as Warner Bros. and Sony and premium brands such as Audi and Forbes.
Key milestones in her entrepreneurial journey include the following:
15-Year Legacy: In 2024, FFM celebrated its 15th anniversary by developing proprietary event-tech tools to optimize workforce options.
Diversified Ventures: Lyons extended beyond event staffing by launching Lyons Elite, a luxury dating service, and True Glue, a clean beauty brand. She also launched the Julia Lyons Foundation, which helps people with cystic fibrosis.
Industry Recognition: From 2010 to 2016, FFM earned over 12 significant industry honours, including “Best Promotional Models” at the Top Choice honours.
Emily attributes her success to problem-solving: “Look for what people don’t like. Solve it, and you’ve built a business.”
Overcoming Adversity: Transforming Grief into Fuel
Emily’s journey is also influenced by personal sorrow. In 2011, she lost her sister Julia to cystic fibrosis, which had a tremendous impact on her business and philanthropic approaches. Instead of allowing loss to stifle her progress, Emily turned it into a driving force.
Julia Lyons Foundation: Established in 2018, this charity provides financial assistance and mental health support to people living with cystic fibrosis.
JWLS Timepieces: A jewelry line committed to funding CF research, ensuring that her sister’s memory is carried on through significant contributions to the cause.
Beyond personal grief, Emily has broken down barriers in male-dominated industries, overcoming mistrust to create a profitable corporate empire. She remains outspoken about the realities of entrepreneurship, saying, “Obsession, not balance, keeps me fired up.” Her commitment to creating chances for women in business reflects her larger aim of empowerment and inclusiveness.
Impact & Advocacy: Empowering Women in Business
Emily fervently supports gender equality and regularly participates in programs that assist female businesses. She advocates in various ways, such as business diversity initiatives, policy participation, and mentoring.
Education & Mentoring: She offers aspiring entrepreneurs free resources and helpful business insights through her Mind Your Business Podcast and The Lyons Den.
Advocacy for Policies: Emily draws attention to structural disparities in financing, pointing out that only 4% of venture capital funding in Canada goes to women. She advocates for structural improvements to reduce this gap and provide opportunities for women-led firms.
Diversity of Suppliers: FFM’s Women’s Business Enterprise Alliance (WBE) certification gives women-owned firms more access to procurement opportunities.
The Women Entrepreneurship Strategy of Canada, which seeks to quadruple the number of women-owned businesses by 2030, aligns with her work. Emily is adamant that “communities prosper when women thrive.”
Leadership Insights for Aspiring Entrepreneurs
Emily’s leadership philosophy emphasizes risk-taking, problem-solving, and adaptation. She offers the following crucial insights to entrepreneurs:
Embrace Risk: “Launch with vision, not a roadmap.” Emily took a chance and reinvested her early profits to expand FFM countrywide.
Solve Pain Points: FFM’s success stems from meeting businesses‘ demand for high-quality, dependable event staffing, an industry gap she noticed early on.
Leverage Partnerships: Strategic partnerships with industry titans like Google, Audi, and Forbes have increased FFM’s visibility and reputation.
Adjust to Difficulties: Emily swiftly switched to virtual event solutions and increased True Glue’s online presence after COVID-19 interrupted live events.
Her advice to budding entrepreneurs is clear: “Don’t give up on your all-consuming dream. Pivot, but never quit.”
Legacy and Acknowledgment
The influence of Emily goes beyond industry. She is well known for her contributions to women’s empowerment, event staffing, and marketing:
Forbes Agency Council: Contributor to corporate leadership and innovative marketing.
Judge for the Canadian Event Awards: Her proficiency in event excellence has been acknowledged.
Media Features: Her industry contributions and entrepreneurial thoughts have led to frequent profiles in Bloomberg, HuffPost, and MAXIM.
Emily intends to enhance FFM’s technical capabilities in 2025 while strengthening her commitment to CF advocacy, ensuring that her influence continues to promote significant change.
Looking Ahead in the Future
The story of Emily Lyons is an excellent example of the strength of fortitude, creativity, and purpose-driven leadership. She has championed women in business and redefined event quality, rising from modest beginnings to industry domination. Her experience is proof that difficulties are only necessary for achieving achievement. Emily continues to influence the future of business with compassion and tenacity by motivating the upcoming generation of entrepreneurs.
You can learn more about Femme Fatale’s solutions and services by visiting their official website. Click here.
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Disclaimer: This article is based on publicly available information intended only for informational purposes. CanadianSME Small Business Magazine does not endorse or guarantee any products or services mentioned. Readers are advised to conduct their research and due diligence before making business decisions.
