From Cancer Research to Handmade Gifts

May 04, 2025

What is your name, where are you from?

Shifana. I was raised in Toronto, Ontario, and currently reside in Vancouver, Canada.

What do you like most about where you live?

I absolutely love being immersed in nature. After coming from the hustle and bustle of city life, it took me some time to fully embrace the laid-back West Coast lifestyle.

But now, I wouldn’t trade it for anything! The beauty of having mountains on one side and the ocean on the other, with hiking trails right outside my doorstep, fills me with a sense of peace and serenity. As I get older, I find myself appreciating it more and more every day.

How did you come up with the idea?

With over 20 years of experience as a Senior Clinical Lead in Oncology research, I've always felt a deep calling to this field stemming from losing my mother at such a young age.

There was always a part of me that knew I was meant for something more. My desire to live authentically - and to help others do the same - grew stronger with each passing year, until it finally surfaced.

I wanted to empower people to live their own story by offering them everyday essentials that truly resonate, all through the joy of gifting. After years of working in a mentally demanding profession, the need to tap into my creativity and inspire others became the driving force that transformed my quiet passion into a brand that now speaks volumes.

Currently, what are your income streams?

HUSHD can be found online and in various local retail stores.

How have you grown the business?

Although our business began online, it was the decision to participate in craft fairs and events that truly allowed us to connect with our customer base.

Engaging directly with our supporters helped us establish a solid foundation; one that has continued to grow as we expand into the retail space.

Those in-person connections became the impetus behind HUSHD’s success, turning it into the beloved brand it is today!

What is your favorite product?

My favourite product – gosh, its so hard to choose! Overall, I would say that every custom order we get is my favourite. It’s so wonderful to see how each item can be transformed into something so personal, with each custom order we receive.

This is exactly the foundation of our business – helping people live THEIR stories through gifting. When we get asked to make a shirt with a custom saying, or add a name to our hand-knit blankets, or put together specific candle scent profiles for wedding favours – it all warms my heart so deeply.

If you could go back, would you do anything differently?

I wouldn’t necessarily change anything per se, because I feel that every moment has led HUSHD to the point it’s at today. Each success and each failure have helped shaped the business and define who we are.

If I had to change something, the only thing would be to spend more time focusing on the journey rather than just the end goals. In the whirlwind of building a business, it’s easy to get caught up in the hustle. Taking moments to really enjoy the process and reflect on the small wins would help make this experience even more rewarding.

What are your goals?

Goals would be to continue growing and expanding wholesale, with the end goal being to own our own store, making HUSHD a trusted name in every household worldwide.

Do you have a favorite motivational quote?

Something that has always played in the back of my mind is:

If you love what you do, it won't feel like a job.

No amount of money will make you happy doing something you don’t love. Ultimately, building a business isn’t just about making a living, it’s about creating something that makes a difference – no matter how small!

What is your pet’s name?

Deuce is my fur baby. He’s everything I could have ever dreamed of – and more! Our customers have also gotten to know him quite well and often request that he comes along for local deliveries 😊