Image provided to Curiocity by HER Market/The Trending Table
With so many small businesses closing during the pandemic, it seemed as though the sense of community and support of local entrepreneurs was almost lost, but two Toronto women had a different vision.
Martina Willis and Kana Nagai were entrepreneurs in their own right at the time and after joining forces, they not only created a space for local creators to shine again but also brought back that feeling of togetherness, opening The Trending Table/HER Market.
As co-founders, Willis and Nagai’s goal was to create a small business landscape by serving as a marketplace and media hub. HER Market/The Trending Table hosts pop-up marketplaces, with HER Market providing a platform for women-owned small businesses and The Trending Table for co-ed small businesses. Vendors can showcase their products and services, while the company’s platforms such as their social media and website serve as a “networking hub, facilitating collaboration and knowledge-sharing among entrepreneurs, experts, and industry leaders.”
Speaking to Curiocity, the duo detailed the journey to running a thriving business in Toronto, including the challenge of how to handle success right off the bat, and what it takes to stand out among what would quickly become a competitive field.
“Before The Trending Table/HER Market, we were both small business owners and moms with similar passions, but our day-to-day life looked so different than what it looks like now,” Willis shared.
While Willis was working in luxury sales at Louis Vuitton, she was silently running a consignment side business she had started years prior, where she would resell items from her closet or consign gently preloved designer items for clients and help give them a new life.
Nagai, a mom of one at the time, now a mom of two, was building out her small business full-time, running a cut-and-sew swimwear line. She was also self-taught in photography and began professional photography gigs.
“It’s one thing to be a small business owner running a business behind social media or through your website. There was that yearning for an in-person shopping experience, especially right after the pandemic, and we wanted to create a special community out of it. After we had both done a few markets for our businesses we saw the need and demand for the space we wanted to create, and that began with HER Market,” Willis told Curiocity.
HER Market kicked off its first pop-up in November of 2021. “Our first market in 2021 took place at a venue just by Queen and Abell Street downtown near The Drake Hotel called Abell Studios. These were our very humble beginnings where we hosted our first 13 vendor pop-up market.”
“We then expanded to The Trending Table Inc. to help grow our media side of things where we would also provide professional photoshoots for our registered vendors allowing them a cost-effective way to get additional content, professional headshots, and fun behind-the-scenes content in a professional photo studio! We also began hosting co-ed markets through The Trending Table lens,” Nagai added.
Things were off to a hot start for the cofounders, but eventually, the flame got a little too hot. “At the very beginning, we had much success and a high demand of events, and we sort of rode off of that wave. But then you have this high demand, and it came in a huge flux of new marketplace events and organizations popping up all over the city and we suddenly ran into the notion of over saturation,” Willis shared. “So there’s that challenge of how do you stand out.”
The two accepted that challenge and in doing so, put on every hat within their company to ensure things were done right.
“Running and organizing a market is not for the weak. Lots of new events would pop up and those organizations would soon disappear. We started off as a small team of two as the event curators, set up and tear down team, marketing and social media managers, event managers, accountants, running SEO, customer service reps and more. In a climate with lots of new events popping up, we always needed to maintain the trust of the businesses we work with to create a sense of community with longevity.”
Today, the Willis and Nagai continue to grow and maintain that trust, hosting pop-up markets all over Toronto in spots like Square One Shopping Centre, along Queen Street West, Scarborough Town Centre, and at Stackt.
“We have expanded to proudly being able to say we have hosted over 2000 small businesses to date at all of our events combined. It’s so beautiful to be able to be a part of the small business landscape and pour into this community,” shared Nagai.
Some of the amazing small businesses HER Market/The Trending Table have hosted include The Tiny Book Co., Adams & So, Salina Balloons, PleaseNotes Goods Inc., No Mondays Pin Co., Ukiyo Candle Co., Telan Cosmetics, Aliyah Jewelry, Cocoon Skincare, SCNT, NUO Cake Bar, and Lost In The Sauce, just to name a few.
The power duo gave Curiocity an exclusive when it comes to the future of the company, detailing a very exciting collaboration.
“We have also expanded into networking events where we will host our second annual HER Network event for International Women’s Month in March 2025 with The Well—you heard it first here at Curiocity! HER Network is an empowering networking style event led by women where connections flourish and leadership thrives.”
Women in business and like-minded individuals will be able to get together to connect, share experiences, and build a strong support network. There will also be a panel discussion with influential female entrepreneurs.
2025 is slated to be a big year for Willis and Nagai but one thing they want Torontonians to know is how grateful they are for the community support.
“We are so grateful and honoured to share this space with you all, and our small business would not even be possible without the support of the local community at large. Pouring into small businesses, even ours in running these marketplace and networking events, means the absolute world to us,” said Willis.
For the latest updates on the small businesses they’re highlighting and all the upcoming pop-up markets, follow along on HER Market and The Trending Table’s social pages.
The power of determined women with a dream is truly unmatched.
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