Alicia Nicholson, the founder of Upfront Cosmetics in Nackawic, has been facing ongoing challenges due to external factors. Initially, her business was thriving, with products sold in numerous stores across North America, but disruptions like tariffs and market changes have impacted their operations.
As Nicholson worked to adapt to these challenges, including pausing U.S. orders and re-entering the market, her husband supported the family by working at the town’s pulp mill. Unfortunately, the recent closure of the mill has put approximately 350 employees out of work, including Nicholson’s husband, affecting their household income significantly.
Nicholson, who had previously navigated through trade war impacts on her business, is now focusing on the domestic market after facing new tariffs on Canadian exports to the U.S. She is determined to sustain her business by increasing sales within Canada, as moving or closing the business would be the last resort for their family.
Expanding into other markets like Europe is currently not feasible for Nicholson, given the substantial investments and efforts required. Instead, she is leveraging social media and participating in upcoming Christmas markets to boost sales and connect with local customers, emphasizing the importance of growing their Canadian customer base during these challenging times.
