Meet Janet Hiebert | Founder of a women’s cycling apparel brand

We had the good fortune of connecting with Janet Hiebert and we’ve shared our conversation below.

Hi Janet, how do you think about risk?
Before I became an entrepreneur I worked for many years as a Trader in Financial Markets. I traded currencies and International stocks for a bank and a mutual fund complex. That role was all about taking risk. However the main point of difference was, in that role I was risking the capital of other people and the institutions I worked for.

As an entrepreneur I had to risk my own capital, (both monetary and emotional) to start my business.

What I came to understand about trading was that there are a whole lot of external factors that can’t be controlled; what became most important in determining success was trusting my gut, my instincts, which are very good.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I was fortunate to live in London for 14 years. What I took most advantage of while living there were the travel opportunities and the art. Being exposed to beautiful scenery , fashion, architecture and art during that period had a profound effect on my creative journey. It was almost as if something was awakened in me.

In 2015 I got divorced and moved back to Vancouver where I had grown up. All of my friends were cycling and doing spin classes. I took up both activities and was immediately struck by how few options there were for apparel for women. I decided to create something that I wanted to wear myself and when riding in these prototypes I got asked over and over again where I got my kit. I was able to find a local factory so I could produce a small bulk run of printed (original artwork) shorts that I began selling by word of mouth. I started off small which was an important learning. So many entrepreneurs think they’ve created the next great thing and they may very well have but it takes time to validate your concept, find your customers, and scale methodically. That was the biggest lesson I learned was to scale methodically. It’s important to do as much of the work yourself as you possibly can until the revenue of the business can support adding to the cost structure. This is true unless you are fortunate to have financial backing from the start. In that case you still have to scale methodically and have respect for other people’s capital. Many businesses burn out because they try to grow too quickly and they bite off more than they and the business can chew.

After I started my brand my mother reminded me that I used to sketch fashions when I was a young girl. I know I used to paint and draw and do craftwork but none of that factored into my career as a Trader. Trading is anything but artistic and creative. That part of me lay dormant for a few decades.

My brand is all about making women look and feel great ion whatever bike they choose to ride. Our garments are feminine without being girly and women can create their own looks giving them ways to express their personal style

No, it wasn’t easy. Being an entrepreneur is an emotional roller coaster ride. There are way more ups and downs than the average person experiences in their day-to-day life. I don’t think there’s a single entrepreneur who didn’t consider throwing in the towel many times, myself included. At the end of the day if you truly believe in what you’ve created and that there’s enough demand for it, you have to trust your gut.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Vancouver is a spectacular city in terms of the raw physical beauty.. There’s a lot to outdoors, year-round

If I had a friend visiting for a week I would take them on at least 2 hikes ( one local one called the BCMC which meanders up to the top of one of the local ski mountains) I would also take them just outside of Vancouver, to Squamish to hike the spectacular Sea-to-Sky. The views are the top are breathtaking! In both cases we are riding a gondola down!

We would also avail ourselves of the local 1000 acre, Stanley park and walk or bike the sea wall.

We would of course go cycling, up Cypress Mountain which is a 12km ascent with spectacular views.

We would also cycle out to Horseshoe Bay where the ferries come and go. On the way we would stop at Isetta, a wonderful cycling-themed cafe.

I’d also take my friend stand-up paddle boarding. This is a great way to combine exercise while gaining views of the city and waterfront homes from the water.

We would most definitely hit up Granville Island which is a huge public market for food, crafts , art and other locally focused wares.

For restaurants we would go to my repeat favourites: Nook, in Kitsilaino, for casual pizza, pasta and all-around great vibes. We’d also eat st Oddfish which as the name implies is a fresh seafood and fish restaurant that has great food, service and ambiance. Another must is Tavola for fantastic food, service and vibes. They get it all right there.

Daytime, lunches, we are heading to Turf on 4th Ave. Turf has a unique energy and vibe that harks me back to London or NY. Sweat in an exercise class, feast on delicious plant-based dishes and baked goods and shop in the cute little boutique in the back.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have to shout out my sons who have consistently been there for me with unwavering support.

I’m grateful to have 3 (now adult) sons who all have great minds. They are creative, curious and intellectual each in their own way.

Not only have they physically worked to support me by working a booth at an expo and working in the shop, but they are my ‘go-to’ mentors for reality checks, strategy and authentic encouragement.

Website: https://Samsara-cycle.com

Instagram: @samsaracycleclub

Facebook: Samsara Cycle

Image Credits
Melanie Katcher
Ashley Stewart
Sarah Howell
Carol Gandra
Hailey Guilford