There’s a quiet space between beginnings and outcomes. It’s where the real work happens. Where the dreaming, the doubting, the building, the becoming—all live.

We don’t often talk about this space. It doesn’t photograph well. It can’t be neatly summarized in a bio or measured in quarterly growth.

But for many entrepreneurs—especially women—it’s where success is actually made.

Not in the moment of being chosen, but in the moments we keep choosing ourselves. Not in the title or the trophy, but in the decision to keep going when no one’s watching.

Lately, I’ve been thinking a lot about what it means to feel successful, especially in a world that often tells us we’re not quite there yet.

As global trade shifts, Alberta women entrepreneurs are stepping up with innovation, resilience, and strategic action. This practical guide offers tips, tools, and trusted resources to help you navigate change, strengthen your business, and lead with confidence, no matter what comes next.

The global trade landscape is always shifting, and Alberta businesses may soon face new challenges if US tariffs on Canadian goods are implemented. While uncertainty can be daunting, it also presents an opportunity to strengthen your business, improve supply chain efficiency, and explore new markets.

Each February, people across Canada participate in Black History Month events and celebrations that honour the legacy and contributions of Black people in Canada and their communities.

Connection is important for anyone, especially for entrepreneurs and women in business. Find connection with AWE. Learn more here.

When Alena Brown co-founded Eye Candy Lash Extensions, she was looking for a change. Combining her passion for eyelash extensions with the flexibility she needed for her family, Brown and her business partner started the company in 2014.

Brown didn’t foresee the rapid growth of the business, which expanded quickly to serve more clients with various needs. She sought AWE’s expertise to help navigate the transition from paramedic to entrepreneur. Through AWE's programming, Brown gained essential knowledge in finance, business operations, and strategic planning.

Eye Candy Lash Extensions has now evolved from a small salon to a thriving business with two locations, a training program for lash artists, a product line, and a comprehensive range of in-salon services. Brown is now running the business solo, and has the tools and confidence she needs to refine her strategy and vision.

Protect your business from cyber threats with these simple tips. Learn how to prevent email fraud, secure loan repayments, and educate your team to stay safe online. Safeguard your financial communications with actionable advice tailored for entrepreneurs.

Asynchronous learning is an excellent option for women entrepreneurs who want to expand their skills, but who have many responsibilities to manage. Learn more on our blog.

It all begins with an idea.

It all begins with an idea.