Cheer Story: Indigenous-Led Beading App Wins Rural Pitch Contest

Jill Ruep, a Métis entrepreneur and the creator of what she describes as North America’s first Indigenous-led beading app, recently won the rural pitch contest at the Innovation Conference for Economic Development (ICED) in Estevan.

Her company, Ma Fii Lii Rasaad—Michif for My Daughter’s Beads—was selected by a panel of five judges from Western Canada and awarded $13,000 in combined funding and support, including a $10,000 investment and $3,000 in assistance from McKercher LLP.

Jill developed the app to address the loss of traditional knowledge in today’s digital world. Beading carries stories, teachings, and identity, yet many online resources lack the cultural grounding needed—especially for young people who don’t have access to elders. Because existing beading apps are not Indigenous-led, she set out to create a platform that reflects Indigenous values and ways of learning.

Her app blends technology with cultural teachings by allowing users to design beadwork patterns while also engaging with Indigenous knowledge and stories. Ruep emphasizes that this approach offers a modern yet culturally respectful learning experience. She describes the app as both a creative design space and a cultural learning hub that is accessible to youth, educators, and communities.

A prototype—built in partnership with Southeast College computer science students—already includes custom pattern tools, accessibility features, and cultural content. The app is currently ready for further testing and community feedback.

Beyond the digital platform, Ruep’s beading kits have resonated widely: she has sold over 1,000 kits, generating strong revenue in just five months. Her kits are available for individual purchase and bulk orders, with universities and organizations already placing large requests. This demand reflects the growing interest in culturally grounded learning tools.

In addition to her digital innovation, Ruep hosts in-person beading workshops that integrate traditional teachings and storytelling. These workshops have been held at venues such as the Estevan Art Gallery and Museum, Southeast College, Dakota Dunes Resort, and many other communities. Her workshops provide hands-on learning and cultural connection, making them popular among educators, students, and community groups.

Importantly, Ruep received an arts grant from SK Arts, which played a key role in helping her launch the business and develop the app. This support, combined with her recent pitch contest win, is fueling the next stage of growth.

The new funding will allow Ruep to hire a student developer for nearly a full academic term. With additional grants, she hopes to support six to nine months of development time, bring on Indigenous content creators, and collaborate further with Southeast College.

Her long-term goals include inviting Indigenous storytellers and artists to enrich the app’s cultural material, launching it as an educational tool, and eventually opening a studio in Estevan.