In this exclusive CanadianSME Small Business Magazine interview, Chanelle Chalazan is a 16-year-old entrepreneur and the Founder of Chic & Charmed Boutique from a Facebook Marketplace idea at 13 into a national Canadian jewelry brand known for its waterproof, hypoallergenic crystal designs. Balancing high school with cross‑country shows and award‑winning collections, she explains how listening to customers, keeping operations lean, and turning every “maybe” into a “yes” have helped her build an affordable, confidence‑boosting jewelry line that inspires other young entrepreneurs to start before they feel ready.
You launched Chic & Charmed Boutique at just 13 and now, at 15, you’re showcasing across Canada and winning awards. What first sparked the idea, and did you ever imagine your love of jewelry would turn into a national brand this quickly?
I started Chic & Charmed Boutique when I was 13 years old, simply because I loved jewelry and noticed there wasn’t much that felt both sparkly and affordable for everyday wear. I began experimenting with crystal ball designs and quickly realized how much people loved them. What started as a small idea at home turned into something much bigger once I began selling at local markets and connecting with customers. Now at 16 years old, it’s surreal to see how quickly everything has grown. In just a year, Chic & Charmed Boutique has become a national Canadian brand, exhibiting at major shows across the country and even winning the Saskatchewan Wedding Industry Award for Best Unique Wedding Service. We’ve also been featured on television, radio, and in national media. I definitely didn’t expect it to grow this fast, but I’ve always believed in dreaming big and working hard. My goal from the beginning was to create jewelry that makes people feel confident, sparkly, and special, and seeing customers across Canada wearing our pieces has been the most rewarding part of the journey.
You often say customers aren’t just buying jewelry, they’re supporting a young dream. What were those early days at small markets like—often as the youngest vendor in the room—and what moments made you realize this could become a real business?
In the beginning, I actually started selling my jewelry on Facebook Marketplace. At first, I didn’t even have online orders or shipping — it was mostly people coming to pick up their jewelry in person. In the early days, maybe one person a day would come pick something up, and I would meet them and hand them their order. Slowly that started to grow. One person a day turned into five people, then ten, and eventually twenty people a day picking up jewelry, and that’s when I realized people really loved the designs. Our first big market was in Warman, Saskatchewan, and that was a huge turning point. My dad, Wayne Chalazan, and I set up our booth together not knowing what to expect. When we saw the response from customers and how excited people were about the jewelry, it was the first moment we both realized this could become a real business. I was often the youngest vendor at the markets, but that actually made people more interested in the story. That show was when my dad and I realized that with my ambition and drive, Chic & Charmed Boutique could grow into something much bigger.
Chic & Charmed is known for waterproof, hypoallergenic crystal pieces that help people feel confident and put-together. How do you approach designing new collections, and what makes your jewelry feel both special and still affordable for everyday wear?
When I design new collections for Chic & Charmed, I’m always inspired by colors and trends I see online or while traveling. I love noticing unique shades, glitters, and combinations that stand out, and then turning those ideas into new crystal colors or styles for the brand. A big part of our mission is making jewelry that feels special, beautiful, and confidence-boosting, but still affordable enough for everyday wear. One reason we’re able to do that is because our business model is very lean. We don’t have storefronts or large teams of employees, which keeps our costs low. Because of that, we’re able to offer jewelry that’s often about a quarter of the price of some larger competitors in Canada, while still focusing on quality. Our pieces are waterproof, hypoallergenic, and designed to last, so customers can wear them daily without worrying. For me, it’s important that people don’t feel like they have to save jewelry only for special occasions. I want our customers to feel sparkly, confident, and put-together every day, and that’s what guides every collection we create.
Balancing high school with running a growing brand, traveling to shows, and marketing campaigns can’t be easy. How do you manage your time and energy, and what support systems (family, mentors, tools) have made the biggest difference?
Balancing high school with running a growing brand definitely takes a lot of organization, but I’ve been lucky to have a strong support system. My dad is an entrepreneur, so he’s been a huge mentor for me. He’s shown me a lot of the ropes when it comes to business, from problem-solving to staying disciplined and focused. Having someone close who understands entrepreneurship has made a big difference. My teachers at school have also been very supportive. They understand that I’m running a business while still being a student, and they’ve been great about helping me stay on track with my schoolwork when I have to travel for shows or media opportunities. Even my classmates are very encouraging and interested in what I’m building, which makes it a really positive environment. For me, it mostly comes down to time management and staying motivated. I treat my business seriously, but I also make sure school stays a priority. It’s busy sometimes, but I’m really grateful to have people around me who support what I’m doing and help make it possible to balance both.
For other kids—or adults—who have an idea but are scared to start, what advice would you give based on your own journey so far, and what mindset has helped you keep going as Chic & Charmed continues to grow?
My biggest advice for anyone who has an idea but is scared to start is to turn every “maybe” or “no” into a “yes.” A lot of people will doubt new ideas or say something might not work, but if you keep pushing and believing in what you’re doing, those maybes can eventually turn into real opportunities. Just look at me last year. I had this small idea for a jewelry brand, and I honestly had no idea it could turn into the company it is today only a year later. Chic & Charmed has grown into a national brand, and that all started with simply deciding to try. Of course, you have to have drive and ambition to keep going, especially when things get challenging. But the biggest thing I’ve learned is that if you don’t try, you’ll never know what could happen. Sometimes the opportunities you’re hoping for are on the other side of just taking that first step. Starting small is okay, what matters most is having the courage to begin.
Disclaimer: The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.
