In an exclusive interview with CanadianSME Small Business Magazine, Michele Pouani, founder of KAMALI, shares how she turned her passion for handmade artistry and global craftsmanship into a thriving brand that celebrates heritage, sustainability, and meaningful shopping. From navigating the challenges of launching during street renovations and system failures to building a loyal community around ethically sourced, small-batch products, Michele’s journey reflects resilience, creativity, and a commitment to spotlighting artisans from around the world. As KAMALI approaches its first anniversary, Michele looks ahead to expanding partnerships, creating immersive experiences, and continuing to foster a retail space that connects people with the rich stories behind the products they cherish.
Michele Pouani, the visionary behind KAMALI, has redefined the retail experience by blending artistry, heritage, and sustainability into a brand that celebrates the beauty of handmade craftsmanship. With a career spanning brand management, marketing, and e-commerce in the cosmetics and fashion industries, Michele’s entrepreneurial journey with KAMALI reflects her passion for preserving global artisan traditions while creating a unique and meaningful shopping experience.
The name “KAMALI,” meaning “perfection” or “spirit,” mirrors Michele’s vision—a tribute to the intricate and soulful work of artisans from around the world. What began as a desire to connect people to the rich stories behind handmade goods has grown into a vibrant community, fostering deeper appreciation for the value of craftsmanship. From carefully sourcing products from talented artisans to overcoming challenges like system failures on opening day and city street renovations, Michele’s resilience and creativity have been the driving forces behind KAMALI’s success.
Through intimate events, authentic storytelling, and sustainable practices, KAMALI has carved out a space in the retail landscape that goes beyond commerce—offering customers not just products, but experiences and connections to the hands that made them. As the brand approaches its first anniversary, Michele remains dedicated to expanding KAMALI’s reach, forging new artisan partnerships, and continuing to champion ethical and intentional shopping. Her journey is a testament to the power of creativity, community, and a deep-rooted passion for honoring the artistry that connects us all.
What inspired you to create KAMALI, and how does the name reflect your vision and values for the brand?
I’ve always been captivated by the beauty of handmade, whether in art, fashion, or home decor. KAMALI grew out of a deep appreciation for global artistry and a desire to create a space where handcrafted pieces could be celebrated not only for their beauty but also for the rich stories and traditions behind them. The name “KAMALI” means “perfection” or “spirit” in some cultures, and it felt like the perfect embodiment of my vision: a tribute to the beauty of craftsmanship and the value of perfectly imperfect creations. It’s a celebration of the connections and stories that make every piece truly special.
How did you handle the challenges of starting KAMALI, including setbacks like the SQUARE system issue on your opening day, and what lessons have those experiences taught you about resilience in business?
Starting KAMALI has definitely been a journey of navigating challenges. One of the first hurdles was finding the right artisans with unique products and earning their trust. I invested so much time in building these relationships and ensuring their craft was represented with respect and authenticity, which laid the foundation for KAMALI’s values. Then came our opening day—a memory I’ll never forget. Our point of sale system, SQUARE, shut us out, and we couldn’t process any payments! It was every business owner’s nightmare, but our amazing customers showed so much patience and understanding. Their support turned what could have been a disaster into a beautiful start of the KAMALI journey, proving that connection and community matter most. Not long after, street renovations started in front of our store, which led to a steep drop in foot traffic, forcing us to adapt once again. We leaned into our online presence, hosted engaging in-store events, and focused on nurturing our community in new ways. Through all of these, I’ve learned that resilience isn’t about avoiding challenges but about facing them with creativity, a back-up plan (it goes without saying), and leaning on the strength of those around you. The incredible KAMALI community has been our lifeline—showing up with encouragement, leaving reviews, and spreading the word about what we do. Their support reminds me every day why we set out on this journey.
Why is it important for KAMALI to spotlight global artisans, and how do you build meaningful partnerships with these creators while maintaining sustainability and ethical practices?
Spotlighting global artisans isn’t just important—it’s essential. Every piece at KAMALI represents the heritage, skill, and creativity of its maker. We source from artisans who uphold traditional techniques, ensuring their craft is valued and preserved. This celebration is important because it gives these stories a platform while offering customers something truly meaningful. By sharing their work, not only we’re helping sustain their craft, ensuring their stories reach new audiences, but we are also offering customers products they can feel good about owning. In my sourcing, I always prioritize small-batch, handmade products that minimize waste and use sustainable materials and/or production techniques. Every decision—from packaging to sourcing—is made with sustainability in mind.
How does KAMALI inspire customers to embrace more intentional and meaningful shopping, and what strategies have been most effective in building a loyal and supportive community?
KAMALI stands apart by prioritizing purpose over mass production. Every piece in our collection has a story and a soul—a glimpse into the hands and hearts that created it. We inspire intentional shopping by focusing on the “why” behind each product. Our Where-Who-Why storytelling helps customers see the value of craftsmanship and choose items that resonate with them. We truly aim to create a shopping experience rooted in connection, meaning, and beauty. Because of that, building our community has been about authenticity: hosting intimate events, sharing behind-the-scenes moments on social media, and creating an inviting atmosphere in-store. Our customers know they’re part of something special, and that connection keeps them coming back.
As KAMALI approaches its first anniversary, what future goals and dreams do you have for the brand, and how do you plan to celebrate this milestone?
The 1-year mark will for sure be a moment to look back with gratitude and forward with excitement! I’m so eager to explore collaborations with artisans from even more countries, expand our online presence, and introduce new ways for customers to experience the craftsmanship we celebrate. The vision is to keep growing while staying true to our roots. For our anniversary, which falls on International Women’s Rights Day, we’re planning a heartfelt celebration that will shine a spotlight on our talented women artisans—and, of course, spoil our loyal customers. You guys are invited and I am truly looking forward to it!
