For 25 years Culture Craze, a local Nanaimo business has been steadily growing across Canada, and for a good portion of those years, Lisa Hayward has been at the helm of it.

“I was the manager of the cart there and I really loved what I was doing and helped them grow the company and open other stores across Canada.

Lisa Hayward owns Culture Craze, a business with locations across Western Canada now in its 25th year. (Jesse Woodward / CHLY 101.7FM)

I wanted to go to university and pursue business. The previous owners gave me the opportunity to actually purchase it off of them. So I didn't start Culture Craze, but a few years into it, I was able to take over and start my dreams with the company,” said Hayward.

Starting with the company in 2003 and taking over full ownership in 2007, Hayward has cultivated a safe space for those looking to express themselves. She expanded the business, bringing in brands that people loved, with that extra something for their wardrobe, whether it be a rhinestone encrusted shirt or an iridescent and jaw dropping piece of body jewellery.

“I think the first 10 or so years of the company was really impactful. The first five we... It was such a beautiful place to be because I was so naive and I was running the show and we couldn't do anything wrong. Everything that we did worked. Every store we opened was amazing. Uh, every brand we brought in, flying off the shelves,” Hayward said.

Following this the company has grown from a small cart in the mall to having 14 locations stretching as far as Manitoba. Getting to this point has not been easy, however. Hayward shared some of the issues that she and the company faced and what they had to overcome.

“Um, it was fun and we were, uh, on fire. And then we expanded too much, too big, brought too many loans on, uh, really made some classic mistakes that, uh, new businesses make. Uh, and those, that, that, those next five years where we nearly lost everything,” she said. “Those years taught me more than I could have ever imagined, and I am very grateful for those years as I, I really learnt how to be a business owner. Um, I definitely made a lot of mistakes and I learnt from them, but without those, I wouldn't be able to be running the show like I am now.”

Once the dust had settled from the difficult years, Hayward decided it was time to bring the company to the masses. To do so, she brought it to Dragon’s Den.

“Dragon's Den was one of the best days of my life, honestly. It was such a good experience. The whole filming process was so much fun,” said Hayward.

After we fixed some of the problems that we had in the company, I knew it was time, and I pitched to them to invest in our company, and I did get a deal on the show. Now, um, I don't know if most people know this or not, but we actually ended up turning down the deal, and we didn't pursue it.

But, the impact that the show had on Culture Craze was phenomenal, and there is a part on the show that connects us to the queer community, and that part alone meant more to me than anything else that the show could have given us,” said Hayward.

According to the CBC, which broadcasts the program, close to 1 million people tune in each week to watch Dragon’s Den. For Culture craze, this was massive.

The exposure alone was able to aid in the company's growth, allow their core messages of inclusivity to be broadcast to potential customers, and show their business as a safe space where everyone and anyone can express themselves.

Thanks to the massive growth and support the company saw after their debut on Dragon’s Den, Hayward started to find brands that give back to the community. This has become one of the backbones of Culture Craze.

“We have our Pride pins. Our $2 from every Pride pin that we bring in, we donate. We've also donated to different Pride societies in our cities as well. And really just kinda making a home for everyone to come and feel safe and supported. I do want to get more and more involved every year,” said Hayward. “I think that Culture Craze has more potential to get involved in the Pride communities, and I'm looking forward to showing up in the Pride parades and getting our team out there and whatnot and making a bigger presence in the community. Um, I'm proud of what we've done and I look forward to doing more as well.”

Hayward also spoke about her future plans for the company. Wanting to continue to be involved in the queer community but also wanting to continue to support local and Canadian brands. Since the COVID-19 pandemic, this has become an even bigger part of the business and becoming one of the main ways they give back, allowing smaller artists or producers to have their products reach larger audiences.

“I'd just like to express my gratitude to all of the local communities that have a Culture Craze in it. You've really supported us and have been part of our little Culture Craze community and have helped create that safe space,” said Hayward. “I think that we've got the most eclectic, unique, creative, expressive group of customers and they are the reason why we do what we do.”

Hayward is excited to see what the next 25 years will bring as she continues to head the company and what it will look like as she continues to work with inclusivity top of mind.

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