When you choose to shop local, you are doing more than buying a product. You are helping dreams grow and communities thrive. One of those dreams belongs to 49 Design, a Calgary business that began in a small garage and has grown into a place where Indigenous culture is celebrated and shared.
A leap of faith in challenging times
Ten years ago, Jeron Rainy Chief saw something missing in the retail world: Indigenous culture was not being represented in everyday fashion. With determination and creativity, he began crafting designs at home and sharing them online. What started small quickly gained momentum because people wanted connection to culture, identity and something meaningful.
By 2020, Jeron faced a choice: keep things online or take a bold step forward. “He opened our first store in Calgary right in the middle of the pandemic,” recalls Angela Allan, Operations Manager at 49 Design. “It was a leap of faith, but it came from passion. We wanted a space where Indigenous culture could be visible and celebrated.”
That leap paid off. Today, 49 Design has two thriving locations and a growing online presence. But the heart of the business remains the same: making Indigenous culture loud, proud and accessible.
Fashion with a story
Walk into 49 Design and you will find more than clothing. You will find stories woven into every piece. From beautiful ribbon skirts to modern streetwear inspired by tradition, each design carries meaning. Angela lights up when she talks about her favorite item: ribbon pants. “They are everyday wear but they connect people to culture in a way that feels natural,” she says. “It is about pride being able to represent who you are every day.”
The store also offers workshops where people can learn about the history and significance behind these designs. “It is not just about making something beautiful,” Angela explains. “It is about understanding why it matters.”
Why shopping local changes everything
For Angela, supporting local businesses is not just good economics. It is transformative. “When you shop local, you can see the impact,” she says. “Those dollars pay an employee’s paycheck. They fund scholarships for Indigenous youth. They help us partner with organizations that provide job training.”
49 Design reinvests in the community because that is what local businesses do; they give back. “Shopping local gives your money power,” Angela emphasizes. “It strengthens neighborhoods, supports families and keeps culture alive.”
This is exactly what the Shop Local Support Local campaign is all about: building a city where businesses and communities thrive together.
An open invitation
Angela wants readers to know that everyone is welcome. “You do not have to be Indigenous to visit us,” she says. “Come in, ask questions, learn about the culture. There is no judgment — just a desire to share.”
49 Design is not just a store. It is a bridge between communities, a celebration of heritage and a reminder that small businesses can make a big difference. So next time you shop, think local. Support businesses that invest in people and culture.
Visit the Calgary Chamber’s website to learn more about the Shop Local Support Local campaign and let us keep Calgary thriving one purchase at a time.
To learn more about 49 Design, visit www.49dzine.ca.
This membership is supported by the Calgary Chamber’s Truth and Reconciliation Pillar Partner, Keyera. Learn more about their Pillar Partnership by visiting www. calgarychamber.com/pillar-partners/truth-reconciliation-pillar-partner-calgary-chamber/.
