At West Coast Wildflowers (WCW), we’re not just a lifestyle boutique—we’re a collective of passionate individuals deeply rooted in Indigenous kinship, culture, and community. Our mission goes beyond business as usual; we believe in maximizing both profit and meaningful financial contributions to uplift and strengthen our local communities. We embrace the idea that shopping locally and supporting small, independent businesses plays a crucial role in building vibrant, connected neighborhoods.

Our team is proud to be female-powered and Indigenous-owned, with a commitment to curating exceptional handmade goods from Canadian artisans. We believe that each product we carry tells a story and contributes to the growth of a broader, inclusive community. As a company grounded in local values, we aim to inspire a shopping experience that is far more than transactional. It’s about supporting one another and fostering a sense of belonging that larger corporations just can’t offer.

The staff at Wildflowers is here to make you feel more than just okay—we’re building a different kind of community. It’s not about how much money we can make, but about making the biggest impact possible. For Alissa Assu, Founder and Visionary of West Coast Wildflowers, this has always been the guiding principle. Every interaction, every purchase, and every piece of our store aims to contribute to something bigger than ourselves.

We proudly stand for Body Inclusivity, BIPOC Safety, and Two-Spirit Pride, ensuring that everyone who walks through our doors is welcomed with warmth and respect. We support Canadian Makers by showcasing the incredible talent of artisans from across the country, and we strive to create an atmosphere filled with Laughter + Kindness (We mean BIG AUNTY laughs and tears of kindess). Our community is one where every individual can feel seen, valued, and appreciated.

Nestled in Campbell River on Vancouver Island, BC, WCW was founded in 2020 by Alissa Assu. A former Provincial Coordinator for Performance Sport, Indigenous Sport, Physical Activity & Recreation Council. Alissa made the bold decision to pivot her career after years of supporting Team BC athletes at events like the North American Indigenous Games and the National Aboriginal Hockey Championships. In the midst of the global pandemic, Alissa took the time to reflect on the "new normal" and the impact it was having on her friends, family, and community. It was from this space of reflection that WCW was born—a place where stories, culture, and wellness intersect and bloom like Wildflowers on the West Coast.

We are deeply thankful for the opportunity to share in this journey with our community, and we appreciate every person who supports us and our mission. Misiyh (thank you) for being part of our story.

xx

Ali Assu
Founder and Visionary, West Coast Wildflowe

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Authentic Indigenous begins here...

At birth I was registered by my Papa, Robert Derrick to the the Nisga'a Nation; The Nisga'a people areIndigenous to the Nass River valley in northwestern British Columbia, Canada. They have resided in the Nass River Valley since time immemorial, with four main village sites along the river: Gingolx, Laxgalts'ap, Gitwinksihlkw, and Gitlaxt'aamiks. My Papa's relatives live in Greenville, B.C

Later, my family moved closer to Witset, formerly known as Moircetown town to join my Joseph relatives. My grandparents transferred to me to the Laksamshu (Fireweed and Owl) Clan from the Witsuwit’en (interchangeably with Wet'suwet'en) First Nation People; the people of the Wa Dzun Kwuh (Bulkley River). Our traditional ecological knowledge is deeply rooted in respect and expressed in stories and rituals.

Most notably, Wet’suwet’en elders testified about our land using oral histories and in our own languages. Mary Joseph, My great-grandmother participated as an Elder sharing our Witsuwit’en c’idede, or teaching stories, focus on respectful relationships with animals and the spirit world and the disasters that can occur when we become careless with those relationships.

The Delgamuukw case (1997) (also known as Delgamuukw v. British Columbia). Judge Allan McEachern ruled on 8 March 1991, determining that any title the Gitxsan and Wet’suwet’en may have had was extinguished (i.e., taken away) when British Columbia joined Confederation. On 25 June 1993, the appeal court concluded that the government has a duty to consult with Indigenous peoples before they begin any projects that may infringe upon Indigenous Rights. In 2025, watching Yintah, my nation asserting sovereignty. The Wet'suwet'en people reoccupying their territory and resisting the construction of multiple pipelines

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Skip the Pretendians...

As Indigenous people, it is crucial that we share the complete history of our ancestral roots. For this reason, I feel it’s important to also acknowledge that my father was a newcomer to Canada from Vietnam, yet was raised with strong cultural ties to the Wet'suw'eten. In our efforts to identify authentic Indigenous heritage and reduce the troubling rise of "Pretendians," we must all commit to sharing our truths—no matter how uncomfortable they may be. Only by embracing and revealing our full histories can we honor our ancestors and ensure the integrity of our identities.

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Wildflower as a little human

As a child, I spent summer harvesting niwis (soapberries) on our yintah (land) during cultural clan camps with Elders. During the school year, I attended and participated in our feasting system with Skokumhylate (my grandmother) who raised 5 skak (babies) on her own. The most powerful reconnection to culture has been becoming a mother and taking steps towards our own families generational healing. This includes launching West Coast Wildflowers and sister companies, Bear Essential Oils and RavenSong Soap and Candle.  

The Movement...

This journey of rediscovery and healing is personal and profound, especially for the me, who, as a former Youth-In-Care, kidney transplant survivor, and individual living with many episodic disabilities. Episodic disabilities are characterized by long-term health conditions with fluctuating periods of wellness and disability, meaning the periods of illness and disability can vary in severity, length, and predictability.

West Coast Wildflowers has been about starting my own healing journey to understanding the importance of resilience, identity, storytelling as healing and ceremony.

Welcome to my "Let Them Theory" Era.

Tabi Misiyh for supporting the journey.