Starter Company Plus cohort spans wellness, technology, and skilled trades
Kingston, Ontario – December 9, 2025 – Kingston Economic Development Corporation is proud to announce that 10 ambitious entrepreneurs have been selected for the Starter Company Plus program and have received training, mentorship, and funding to support their business ventures. Following an intensive business bootcamp and competitive selection process, these promising businesses have secured a total of $30,000 in micro-grants to fuel their growth and success.
During 2025, Starter Company Plus has supported 20 entrepreneurs in the Kingston region, distributing a total of $60,000 in funding to help transform innovative ideas into thriving businesses. This latest cohort continues that legacy, representing diverse sectors from wellness and sustainability to technology and skilled trades.
The Starter Company Plus program, funded by the Government of Ontario, empowers entrepreneurs with comprehensive business training, personalized coaching, and micro-grants of up to $5,000. Participants benefit from essential business skills development, covering crucial topics such as market research, financial management, digital marketing, strategic planning, and leveraging AI for small businesses.
“This cohort exemplifies the diversity and innovation that defines Kingston’s entrepreneurial ecosystem,” says Donna Gillespie, CEO of Kingston Economic Development Corporation. “From clean beauty products to intelligent training simulations, from accessible spa services to high-end carpentry, these businesses demonstrate how entrepreneurship creates opportunities across every sector of our economy. Their success strengthens our community and contributes to Kingston’s reputation as a city where ambitious entrepreneurs can build sustainable, meaningful ventures.”
“What stands out about this cohort is the combination of deep expertise and fresh perspective these entrepreneurs bring to their industries,” says Norman Musengimana, Business Development Manager, Start-ups & Entrepreneurship at Kingston Economic Development. “Whether it’s bringing 18 years of corporate experience to management consulting or combining Red Seal certification with entrepreneurial vision in carpentry, these participants demonstrate how Starter Company Plus serves entrepreneurs at various stages.”
“The program has pushed me to refine my business with real clarity and confidence,” shares Starter Company Plus participant Beth Wylie of Girl Friday Kingston. “The guidance around building a stronger business plan has been especially valuable, giving me the structure and tools to strengthen Girl Friday Kingston’s foundation.”
Each participant in the program is paired with an experienced local business mentor who provides personalized guidance throughout their entrepreneurial journey. This combination of structured training, hands-on mentorship, and financial support creates a comprehensive foundation for long-term business success.
To learn more about the Starter Company Plus program and this cohort’s innovative businesses, visit investkingston.ca/startercompanyplus
Meet the Starter Company Plus recipients
MoriCat by Shirley Chen
MoriCat, founded by Shirley Chen and Rebecca Li, is a science-backed cat lifestyle brand creating modular collars, handmade wool toys, and cat personality boxes. Blending feline behaviour research with thoughtful craftsmanship, the brand offers safer, smarter products that enrich daily life and strengthen the bond between cats and their owners. As a new Canadian immigrant and longtime cat rescuer, Shirley leads product design, visual identity, and offline distribution, bringing deep care and creativity to every handcrafted piece.
LOLIFIT.CO by Lilian Estafanous
Lolifit.co, founded by natural competitive bodybuilder and researcher Lilian Estafanous, crafts organic dark chocolate and snacks made with real ingredients such as cacao butter, cacao nibs, monk fruit, and dates. Handmade in a certified Kingston kitchen, the brand partners with local retailers and community events to offer clean-label, no-added-sugar treats that support brain and body health. Lilian blends evidence-based nutrition with community-focused entrepreneurship to create functional, guilt-free chocolate people can feel good about.
Manajoy by Célia Galas
Manajoy, led by bilingual consultant Célia Galas, helps entrepreneurs overcome a key barrier to growth: unstructured operations. Through management consulting and targeted training, she clarifies leadership approaches, streamlines processes, and builds simple systems that work. With 18 years of combined corporate and consulting experience, Célia streamlines operations so founders can grow without burning out. Her goal is to create businesses that run smoothly, scale sustainably, and operate without relying on the founder’s constant presence.
VirtuEd by Rielly Keeler & Cesar Hernandez
VirtuEd, founded by Rielly Keeler and Cesar Hernandez, specializes in intelligent training simulations and digital twin technology that transforms education and culture. Through 3D object scanning, custom virtual environments, and a strong focus on accessibility and compliance, the company creates immersive digital experiences for sectors such as cultural heritage, education, and health care.
The Dutch Spice Mill, Sjoukje van der Lann
The Dutch Spice Mill, founded by Dutch-born creator Sjoukje van der Laan, is a woman-led social enterprise in South Frontenac crafting high-quality, mostly organic spices and Dutch-inspired blends. Rooted in tradition, storytelling, and the culinary history of the Netherlands, the business focuses on ethical sourcing, sustainable agriculture, and nature restoration. Sjoukje blends art, science, and cultural heritage to create flavourful, meaningful products that connect communities through food and shared history.
Elevate Collective by Michelle Lawrence
Elevate Collective, founded by brand strategist Michelle Lawrence, supports female entrepreneurs through strategic branding, Showit web design, and business development. With 13 years of corporate marketing experience with brands such as Boston Pizza, Mark’s Work Wearhouse, and CAA, she blends clear strategy with refined, conversion-driven design to help women attract aligned clients and scale sustainably. Clients appreciate her in-person guidance, often noting how conversations with her bring clarity, direction, and renewed confidence in their next steps.
Lake + Main by Alyson Charrette & Lisa Taylor
Lake + Main, a Canadian clean-beauty brand founded by wellness experts Alyson Charrette and Lisa Taylor, crafts plant-based facial oils and natural skin care. They create toxin-free, high-performance products designed to transform daily routines into luxurious self-care rituals. Committed to effective, intentional formulas, they honour the skin’s natural wisdom while delivering visible, trustworthy results.
Macaila’s Mudhouse Spa by Macaila McLeod
Macaila’s Mudhouse Spa, founded by esthetician Macaila McLeod, is a women-owned, inclusive spa located in Harrowsmith dedicated to accessible self-care and community well-being. With training from St. Lawrence College and a Skills Canada gold medal in Esthetics, Macaila offers personalized, affordable treatments in a safe and welcoming space. Her focus on comfort, quality, and care ensures everyone can enjoy the wellness services they deserve.
B2B Carpentry by James Wydryk
B2B Carpentry, founded by Red Seal carpenter James Wydryk, provides high-end finish carpentry in Kingston and surrounding areas. Specializing in custom trim, doors, panelling, built-ins, and detailed woodwork, they deliver precise, Red Seal-certified craftsmanship on every project. As an owner-operated business, James focuses on quality, reliability, and exceptional results for homeowners and contractors seeking premium carpentry done right.
Girl Friday Kingston by Beth Wylie
Girl Friday, founded by community-minded entrepreneur Beth Wylie, provides non-medical support to seniors and busy families. Offering companionship, errands, meal prep, and home organization, Beth delivers thoughtful, personalized assistance that helps clients maintain independence and reduce daily stress. With a background in client service, fundraising, and relationship-building, she brings compassion, reliability, and genuine care to every household she supports.
Media Contacts:
Daniel Solorio
Marketing & Communications Manager
Kingston Economic Development Corporation
613-329-9270
solorio@investkingston.ca
