Merch Canada | Promo Canada welcomed nearly 100 industry leaders for its first Women’s Empowerment Event since 2024, and the first since the organization’s rebrand earlier this year.

With the theme “The New Wave,” the group convened at The Pearle Hotel & Spa in Burlington, ON, from Oct. 26 to 27 for professional development and networking opportunities centered around navigating the future of the industry.

Women’s Empowerment Event attendees gather for dinner at Spencer’s at the Waterfront in Burlington. Photo courtesy of Merch Canada | Promo Canada

“Over the two-day event, WEE showed us the power of bringing established and emerging women leaders together,” said Jennifer Tarnopolski, chair of Merch Canada | Promo Canada, a WEE committee member and co-owner of Winnipeg-based Outstanding Branding (asi/288522). “We celebrated the female industry professionals who laid the foundation for WEE, learned from one another and explored how we can shape our industry’s future. The next wave is already here, and we all have a role in creating further opportunities for more women to lead, connect and rise.”

After a registration breakfast, WEE 2026 officially opened with a motivational keynote from Claire Masikewich, who shared her story of redefining resilience while navigating her daughter Sloane’s devastating stage four neuroblastoma diagnosis. Masikewich doesn’t abide by the traditional definition of resilience as merely “mental toughness.” Instead, she views it as finding peace and happiness within difficult circumstances through a combination of intentional community and building impactful habits through consistency. Life is full of what-ifs, Masikewich said, but a consistent shift in perspective and gratitude is something that remains in our control, even when the situation is not.

“What if it all works out?” she asked the crowd. “We tend to go to the worst-case scenario, but how can we all think about the best-case scenario? What if it all works out?”

Following the opening keynote, the professional development programming continued with a session from a panel of industry leaders: Jessica Lavoy of Facilisgroup, Suzanne Simpson of Counselor Top 40 supplier Gemline (asi/56070), Kara Parkinson of commonsku and Jennifer Roney of Counselor Top 40 distributor Staples Promotional Products (asi/120601). The group explored the evolving promotional products landscape around sourcing, client expectations, AI and automation, all while maintaining a human connection.

Jennifer Roney of Staples Promotional Products (asi/120601), Jessica Lavoy of Facilisgroup, Kara Parkinson of commonsku and Suzanne Simpson of Gemline (asi/56070; left to right) spoke on a panel about the evolution of the industry and its future.

Attendees also heard new Canada-specific State of the Industry and Ad Impressions data from ASI Research and engaged their creative muscles with a session on thinking like a creative director from Miriam Blier and Jean Merrick at 7 Communications, the firm that organized Merch Canada | Promo Canada’s rebrand.

Throughout Day 1, attendees also had the opportunity to “shop” the event’s well-stocked merch store, which included a selection of WEE-branded items such as T-shirts and belt bags from SanMar Canada (asi/84864); a spa set from Botanical PaperWorks (asi/41273); notebooks from Castelli Canada (asi/44305); manicure sets from CSI Group; cutlery sets from Debco, part of Counselor Top 40 supplier HPG (asi/61966); socks from DML Creation (asi/48031); packing cubes and eye masks from Gemline; glass bottles from Counselor Top 40 supplier Goldstar (asi/73295); hooded towels from The Kanata Group (asi/73520); robes from Counselor Top 40 supplier PCNA (asi/66887); and tote bags and pens from Spector & Co. (asi/88660).

In the evening, the group enjoyed dinner at nearby Spencer’s at the Waterfront, where many attendees donned the silky scarves handed out courtesy of Numo (asi/74710).

“It takes a village to learn and to grow, and to really become the best version of yourself,” said Jade Alcorn, a strategic account manager at Spector & Co. and a first-time WEE attendee. “To be surrounded by so many women who are willing to be a part of my village, who are willing to mentor me and teach me how to move forward – to tell me the mistakes that they made, and the stumbles and the wobbles that they went through and allow me to learn from them – that was my biggest takeaway.”

To kick off Day 2, a group of attendees braved the early morning chill for a walk along Lake Ontario before recongregating in the Pearle ballroom for a networking breakfast, where they were greeted by power banks from Debco and snacks courtesy of Counselor Top 40 supplier NC Custom (asi/44900).

The WEE 2026 merch shop was well-stocked with apparel and hard goods sponsored by a variety of industry companies.

Programming on the second day opened with a standout session featuring several longtime WEE committee leaders and founders: Carol de Ville, president of The Branding Company (asi/145376); Ann Baiden, CEO and founder of Innovatex Solutions (asi/231194); and Kate Plummer, director of sales at Numo. In a panel moderated by Tarnopolski and Erin Harris, vice chair of Merch Canada | Promo Canada, the trio shared memories of WEE’s beginnings and recognized the women and the trajectory that continue to move the event forward.

Tarnopolski and Harris also announced at the conclusion of the panel that the WEE Emerging Women Leaders Bursary, a new initiative sponsored by Redwood Classics Apparel (asi/81627) and Merch Canada | Promo Canada, would be renamed in honor of Kate Plummer’s mother, the late Rosalind Fraser Plummer, a WEE founder and champion. The bursary grants are intended for women ages 35 and younger who work at or own member companies of Merch Canada | Promo Canada, with the funds put toward the WEE registration fee for this year’s recipients, Rachel Koop of Botanical PaperWorks and Lila Galipeau of Big Tree Promotions.

“The caliber of women – specifically women who are in leadership roles – at this event is amazing, and there is so much to learn from them,” said Galipeau. “The main takeaway I got from everything that was shared was what makes us strong as women, and how we can use that in our business or organization to really make a positive change and a positive impact.”

“It’s not just that I left with amazing things that I learned,” added Koop. “I left ready to go with conversations, with things that I can implement, things that I want to stop saying to speak more confidently. I’m leaving really prepared and ready to share that with my teammates who aren’t able to be here.”

The day continued with a discussion led by PCNA’s Alina Rubinshteyn on confident communication and a workshop presented by Sportswear Plus General Manager Alicia McQuaig on building instructions to make AI tools more personalized. McQuaig, alongside SanMar Canada’s Shannon Cochrane, served as co-chairs and emcees of WEE this year.

WEE 2026 Co-Chairs Alicia McQuaig of Sportswear Plus and Shannon Cochrane of SanMar Canada (asi84864) kicked off the event.

“I get energized from things like this, and I love learning from people,” McQuaig said. “Can we keep that momentum going? Can we keep this growth moving? Those are the pieces that mean a lot to me.”

“What made WEE special was the openness in every room – the willingness to share an experience, ask a question or offer encouragement,” added Erin Harris, vice chair of Merch Canada | Promo Canada, a WEE committee member and the vice president of sales at McCabe Promotional Advertising (asi/264901). “A conversation over coffee can spark an idea or open a door you hadn’t considered. Everyone who attended WEE will carry that good villager spirit forward by staying connected, putting their learning into practice and helping someone else take their next step as an industry leader or one to watch.”