She Was a Free Spirit
A Love Letter to Tuktoyaktuk.
Home is more than a place; it is memory, inspiration, and a foundation for the future. Perched on the edge of the Arctic Ocean, Tuktoyaktuk is a community where Inuvialuit traditions are deeply woven into everyday life, coexisting with the realities of the modern North. Its name, meaning "resembling a caribou" in Inuvialuktun, is rooted in local legend - a story of a caribou that wandered into the sea and turned to stone, leaving behind reefs that can still be seen at low tide.
For Inuvialuit entrepreneur and designer Erica Donovan, Tuktoyaktuk is more than home - it's where her entrepreneurial and creative roots run deep. She comes from a long line of artists, seamstresses, and innovators, including her grandfather, a successful business owner who instilled in her a spirit of resilience, creativity, and bold vision. Today, that legacy lives on through She Was A Free Spirit, her beaded jewellery business that honours the textures, colours, and beauty of Inuvialuit culture.
This short film is a celebration of the North - a place of both challenges and limitless opportunities for Indigenous entrepreneurs. People like Erica are leading the way, building businesses that honor their values while strengthening their communities.
Watch the Film
Experience the magic of Tuktoyaktuk and Erica's journey