Building a Business One Bead at a Time

Seated at her desk in a cozy home office that doubles as a workshop, Josie Saddleback, owner of Saddleback Stones, carefully threads one bead after another. Each bead, a tiny glass sphere no more than a millimetre in diameter, must be added in a precise sequence to create a piece of art. In this way, what starts with a single bead on a single length of string gradually evolves into a complex pattern with deep cultural significance. The result is a bright, intricate piece of wearable art that blends a modern eye with traditional Indigenous culture.  

In many ways, the process of creating beadwork jewelry reflects Josie’s own journey as both an Indigenous woman and business owner. Her pieces are rooted in a traditional art form passed down through generations yet refined through her own perspective. Rather than remaining unchanged, her work is shaped by personal interpretation, lived experience, and the evolving connection she has built with her cultural heritage. 

“My style is a blend of traditional and modern,” Josie says. “I’m known for bright pops of colour and interpreting ongoing fashion trends within my work. I love that I’m able to bring my culture to new audiences and show younger Indigenous people that you can be proud of our culture and find success.” 

Founded in 2020, Saddleback Stones did not begin with a formal business plan, a small business loan, or meetings with a team of investors. Instead, it grew from a hobby Josie learned at her kitchen table. At first, beadwork was a creative outlet that helped her connect more deeply with her cultural heritage. Over time, that personal practice became something much larger: a business, a career, and a way to build connections with people across Alberta and beyond. 

“It might have started with beadwork and running my table at markets, but it’s evolved into something so much more rewarding,” she says. “I honestly never thought that a hobby that began on my kitchen table would lead to all of this – a career, all these connections, and a close-knit community.” 

Today, Saddleback Stones offers a wide selection of traditional beadwork jewelry, including earrings, necklaces, and rings, as well as occasional custom pieces such as traditional dance regalia. The business operates primarily through Instagram, a platform that has allowed Josie to connect directly with customers, share her work, and build an audience beyond her local community. In turn, that visibility has helped expand her reach and taken her to markets and events throughout the region, where she can meet customers, fellow artists, and other entrepreneurs in person. 

That combination of traditional art form and modern experience is central to Saddleback Stones. For Josie, and for many Indigenous people, beadwork is deeply intertwined with identity and tradition. At the same time, she embraces modern design trends and continues to grow her business through digital tools, online sales, and an expanding presence on social media. The result is a business that feels both grounded and current. 

At the end of the day, that connection to her heritage, culture, and tradition is what matters most to Josie’s work and business. That connection and commitment are both lifelong and, in some ways, relatively new. While Josie maintained ties to traditional Indigenous ceremonies and dance through her family and community – her grandfather (Emil Cutknife) and father (Kelly Saddleback) were both traditional dancers and served as torchbearers in the 1988 Calgary Olympics – her culture didn't always occupy such a central place in her life. She says there was a time when she did not feel the same level of pride or connection that she feels now. 

“I wasn’t always this proud. I didn’t always have this deep of a connection to my community and culture,” she says. “It was when I came home and saw my dad dancing and was struck with a sense of pride and connection I hadn’t felt before.” 

That moment stayed with Josie, making an unmistakable impact on her life. Seeing her father dance in full traditional regalia ultimately helped Josie see her culture with fresh eyes and a desire for more. That moment marked the beginning of a deeper personal journey that would eventually influence not only her artwork, but also the way she sees herself as an Indigenous entrepreneur and community leader. 

As Saddleback Stones grew, so did Josie’s role within the community. Beyond her work as a beadwork artist, she has also a teacher, dancer, singer, and drummer. From events at the Saamis Teepee to graduation ceremonies, land acknowledgements, and traditional Indigenous ceremonies, Josie has worked with the City, the Esplanade, and various groups throughout Medicine Hat. Through her business and cultural involvement, she has become a visible role model for others, especially younger Indigenous people who may be navigating their own complex relationship with identity and culture. 

“It’s so important to provide positive cultural role models for the next generation. When I was younger, there weren’t as many portrayals of Indigenous people in pop culture and media, let alone positive representations. It feels amazing to serve as an educator and expose new people to the beautiful aspects of my culture.”  

For Josie, that visibility matters. Saddleback Stones is not only about selling jewelry; it is also about showing that Indigenous culture can be celebrated in ways that resonate within today’s fast-paced, online world. It’s through that resonance that Josie engages in meaningful dialogue with her customers. While many of her customers are Indigenous, her pieces are also purchased by non-Indigenous customers from a wide range of backgrounds. Some approach her with uncertainty, asking whether it is appropriate for non-Indigenous people to wear traditional beadwork. Josie appreciates those questions, but she does not see her work as something that should be closed off. 

“Many non-Indigenous customers ask whether they can wear my pieces,” she says. “They’re thoughtful about cultural appropriation and worry they shouldn’t wear traditional beadwork. But I don’t see it that way. I see people like that as allies, and I see wearing beadwork as a celebration of my culture.” 

That perspective speaks to the heart of Saddleback Stones. Josie’s work creates space for learning while honouring traditional art forms. For her Indigenous customers, her pieces can serve as a source of cultural pride and as meaningful items used in ceremony. For non-Indigenous customers, they offer an opportunity to support an Indigenous artist, ask thoughtful questions, and engage with culture in a respectful way. 

When asked what advice she would give to anyone considering entrepreneurship, especially other Indigenous business owners, Josie’s advice was simple:  

“Don’t be afraid to be yourself, invest in yourself, and embrace your culture,” she says. “You can build a successful business while being a proud representative of your cultural heritage. That pride and connection have led to the growth of my business and strengthened my connection to my community and my heritage.” 

Through Saddleback Stones, Josie Saddleback is building more than jewelry. She is building connections and community, finding her confidence, and becoming a visible example of what it means to honour tradition while creating something new. 

For more information about Saddleback Stones or to purchase beadwork, follow Josie on Instagram.