Women entrepreneurs are not only driving the future of business—they are shaping a more sustainable and equitable world. Kristen and Diane, co-owners of The Den Refillery on Vancouver Island, are amongst many navigating this transformative force. With sustainability at the heart of The Den, they work to lead by example in the ecotourism industry. For women looking to venture into business, we sat down with Kristen and Diane to discuss insights on overcoming setbacks, and how dedication to ethical, sustainable, eco-friendly practices helps pave the way for a more sustainable future.
The Journey of Women Entrepreneurs: A Celebration of Growth and Resilience
It’s no secret that women and marginalized individuals often face a disproportionate amount of barriers in business. Slowly and surely, however, we are witnessing a positive shift of business environments and opportunities. The State of Women’s Entrepreneurship (SOWE) in Canada releases an annual report outlining how women continue to shape Canada’s economic future despite hurdles to their successes. In their 2024 report, SOWE found that while women-owned businesses make up only 18% of all businesses in the country, they are more likely to integrate sustainability practices than their male counterparts.
Reflecting on these statistics, we asked Kristen why it’s important to integrate sustainable business practices as a woman entrepreneur in the zero waste industry. Here’s what she said:
“We understand that staying true to our values—integrity, sustainability, and legacy—requires resilience, especially when it might seem easier to take a more mainstream approach and capitalize on quick wins… We make tough decisions that prioritize the planet, even when they don't immediately benefit our bottom line…
It's also important to acknowledge the unique challenges of being women in business in our 30s, where entrepreneurship often coincides with motherhood and the constant pursuit of balance. Juggling the demands of growing a business while showing up for our families requires resilience in a different way—one that forces us to be intentional with our time, set boundaries, and redefine success beyond just financial growth. The challenge of providing for both our work and home lives is real, but it also strengthens our commitment to building something truly meaningful and sustainable, not just for our business, but for our families and future generations.” — Kristen O’Keefe
Women as Catalysts for Change in the Ecotourism Industry
For prospective women entrepreneurs, we admit there can be many barriers and challenges to success. But, we also have to consider the unwavering benefits to being recognized as essential change agents who work to support community well-being through business and ecotourism. The Contributions of Canadian Women to Regenerative Tourism Through Tourism Social Entrepreneurship, a case study by Destination Canada, reveals that many women-owned and operated businesses emerge from personal concerns about sustainability, the ecological origins of products, and personal decisions to prioritize organic products for their families. In other words, many entrepreneurial women continue to address their environmental concerns with practical solutions that benefit their communities as wholes.
To support a regenerative future, we must continue to provide education about responsible commercial practices, advocate for local interests, and operate on accountability through our businesses. As a woman entrepreneur, this can look like: collaborating with other women-led businesses, offering pop-up spaces for local artisans, holding sustainability-focussed workshops, and supporting local events through attendance, donation, and promotion. For Diane and Kristen, this also means remaining accountable about the sustainability of their products:
“I'm pretty thorough with research and questions when sourcing new brands and products and even when working with existing brand partners. Information is always changing when it comes to the sustainability industry so trying to stay up to date on current and accurate info is important. I have no problem discontinuing purchasing an item if a product from a current supplier changes their packaging style or ingredient list and all of a sudden isn't as sustainable as it originally was. Staying true to our ethos and voting with our dollars is extremely important to us. Our customers look to us and trust us as a source of accurate and honest information so I want to be as true and transparent to them as I can, and make sure we also hold ourselves accountable.” — Diane Rudge
Building a Regenerative Future: The Role of Community and Women-Owned Businesses
Regenerative ecotourism is about giving back and supporting the natural world and local community in a sustainable way. This approach is rooted in collaboration with Indigenous worldviews, placing value on care, reciprocity, respect, and stewardship for the land. The success of women entrepreneurs in the regenerative ecotourism space is deeply tied to the support of their communities.
“We are incredibly grateful to be part of a community that truly takes care of each other and goes the extra mile to offer support. Living in a remote area comes with its challenges—shipping delays, road closures, power outages—but instead of seeing these as obstacles, our community embraces them with resilience and understanding. There’s a shared commitment to supporting local businesses because we all recognize that every dollar spent locally continues to circulate, strengthening our economy and fostering sustainability.
To build and nurture a loyal, zero-waste-conscious community, we focus on education, transparency, and meaningful engagement. Whether it's through in-store conversations, social media, workshops, or collaborations with like-minded businesses, we create spaces for people to learn, ask questions, and feel empowered to make sustainable choices. Our customers aren’t just shoppers; they’re partners in this movement, and their support fuels our mission to make zero waste more accessible and impactful.” — Kristen O’Keefe
“It’s never an easy decision [to remove a product from the shop] as we value our partnerships with all the companies we work with, but at the end of the day we need to stay true and honest with ourselves and what’s important for [The Den community]… not everything is about sales.” — Diane Rudge
To put regenerative practices into action, we must continue having meaningful and authentic dialogue, uplifting each other, and our environments, at each step of the way.
Resources for Aspiring Entrepreneurs
As women in business, we often bring a unique perspective to the zero-waste movement—one rooted in nurturing, long-term thinking, and community building. There’s an innate ability to balance sustainability with practicality, recognizing that real change happens through consistency, education, and inclusivity rather than perfection. We approach problem-solving with a holistic mindset, considering not just the environmental impact but also the well-being of people—whether it’s our customers, employees, or the communities we serve. I also think there’s a strong sense of emotional intelligence and resilience that helps navigate the challenges of sustainable business, making tough decisions that prioritize the planet while staying true to our values. — Kristen O’Keefe
For women looking to break into the world of sustainable business practices, there are many avenues of support and resources to guide you through the journey. From funding opportunities and mentoring programs to organizations dedicated to female empowerment in business, the landscape is becoming more and more welcoming for women entrepreneurs. Here are a few to get you started:
Podcasts
Grants/Funding Information
Women Entrepreneurship Loan Fund
Government of Canada: Women Entrepreneurship Strategy
Other
Project Zero Incubator Program
Canadian Chamber of Commerce: Resources for Women in Business (Available Funding)