Discover how Dodji Ousmane’s Souk Marketplace in Hamilton’s Jackson Square Mall creates a vibrant, multicultural space for immigrant entrepreneurs to thrive and share their unique products with the community.
Souk Marketplace
Souk Marketplace is a multicultural, multi-vendor store located in Jackson Square Mall in Hamilton. In Africa and the Middle East, the name ‘Souk’ means marketplace or bazaar, reflecting the vibrant, community-oriented space that founder Dodji Ousmane aims to create. The marketplace allows vendors to rent space or shelves to showcase and sell unique, rare international products, including organic cosmetics, cultural clothing, perfumes, jewelry, handmade accessories, and household items from various cultures.
More than just a store, Souk Marketplace is a social enterprise under Innovision Hub, established to support immigrant entrepreneurs in starting their businesses. We spoke with Dodji Ousmane, an immigrant, serial entrepreneur, innovator, and mother of four, about her new initiative.
How did this social venture idea come about?
As an immigrant and community worker, I have witnessed immigrants’ struggles when starting businesses in Canada. Many have an entrepreneurial spirit but lack the resources or knowledge to navigate the system. Souk Marketplace was created to give them a platform to test their products without the high costs of opening a store and to enrich Hamilton’s retail scene with cultural diversity.
When I moved to Canada in 1998, I had to find my way. Now, I want to help others find theirs. I am greatly inspired by the words of Zig Ziglar: ‘You will get all you want in life if you help enough other people get what they want.’
Can you tell me about your entrepreneurial journey in Hamilton?
My entrepreneurial journey in Hamilton began over a decade ago with the creation of several businesses that have each contributed to my growth as an entrepreneur. One of the most notable successes was Stimugro, a social enterprise focused on supporting women in Chad, Africa. Stimugro specializes in developing innovative natural hair care products with imported rare ingredients like Chebe, a traditional ingredient known for its hair care benefits. Stimugro became a recognized brand, and we could export our products globally. The success of this venture not only reinforced my passion for social entrepreneurship but also provided a strong foundation for my current work with Souk Marketplace.
What moment did you realize Hamilton is the place for you and Souk Marketplace?
Since I moved to Hamilton 23 years ago, Hamilton’s community spirit and diversity have made me feel at home. I’ve seen firsthand how supportive the city is of local businesses, social enterprises, and community empowerment. The growing immigrant population has also highlighted the need for a space like Souk Marketplace.
Connecting with Jackson Square Mall was a game-changer for this project. The mall’s prime location and community vibe made it the perfect spot for Souk Marketplace. Jocelyne Mainville, Leasing Manager at First Real Properties, supported my vision. The enthusiasm of vendors, customers, and mall staff made the process smooth, proving Hamilton was ready for this project. I’m excited to contribute to the city’s growth and to be part of its vibrant, entrepreneurial future.
“You just need to find the right person to believe in you and open the door.”
What are some of the most significant challenges newcomer and immigrant entrepreneurs experience, and how will you help address these?
Newcomers and immigrant entrepreneurs encounter several challenges, which include:
- High startup costs: Many people cannot afford to rent a storefront or invest significantly in inventory.
- Lack of business knowledge: Navigating Canadian business regulations, taxes, and marketing strategies can be overwhelming.
- Cultural barriers: Language and cultural barriers complicate networking and connecting with local customers.
Souk Marketplace addresses these issues by offering affordable rental space, marketing support, and business coaching. We also foster a low-risk environment for vendors to test their products and host workshops and networking events to help them enhance their skills. Our goal is to empower vendors to expand beyond the marketplace and establish independent businesses.
What does the vision of Suk Marketplace look like 2-3 years down the road?
In the coming years, I envision Souk Marketplace evolving into a vibrant hub featuring over 100 vendors across various locations. We aim to expand our workshops, host cultural events, showcase local art, launch the online marketplace and establish a network of multicultural marketplaces that empower immigrant entrepreneurs.
How do you do it all?
Even though I work full time, pouring my passion into something tangible and doing something serves as meditation for me. I’ve created a system at Souk Marketplace where vendors take ownership of the space and project, each with their own responsibilities. This allows me to oversee the entire operation while empowering vendors to manage day-to-day tasks. On weekends, I visit the marketplace to support the vendors, check-in, and see if they need anything. Taking active, consistent steps toward my goals keeps me grounded for both me and my family. Even my kids volunteer at Souk Marketplace, learning alongside me, which allows us to spend more time together as a family.
What advice would you give to a recent immigrant looking to launch a business in Hamilton?
- Start small and test your idea: There’s no need to feel pressured to launch a full-scale business right away. Platforms like Souk Marketplace are excellent for testing your products and gathering customer feedback.
- Build a network: Connect with local organizations, attend workshops, and seek mentors who can help you navigate the business landscape in Canada.
- Embrace your cultural identity: Your unique background and experiences are valuable strengths. Don’t hesitate to incorporate your cultural heritage into your business. People appreciate authenticity and are often attracted to unique, culturally rich products.
- Stay persistent: The journey may be challenging, but persistence pays off. There are resources and communities in Hamilton eager to see you succeed. Don’t hesitate to ask for help. Hamilton is a city filled with opportunities for newcomers and immigrants. With proper support and determination, you can achieve your entrepreneurial dreams here.