#WhatDrivesHer: Micah Cameron,

Founder of Frankie’s Surf Club

Follow Micah’s journey in the XT5 on Instagram: @micahcameron

Leaving your corporate gig to open your own seasonally-based boutique store – all while three and a half months pregnant – might not seem like the safest career move. But for Micah Cameron, founder of Frankie’s Surf Club, the timing was perfect to launch her passion project.

“My partner has a restaurant, Grand Electric, and they opened a second one up in Muskoka. I saw a huge void in the market up there for a really cool retail boutique,” says Cameron. “I’ve always been obsessed with surf style and beachy things, so I thought what a great opportunity to do it.”

“I had the passion to do it and really saw it working. I just decided: it’s time.”

Since the store opened its doors, Cameron has never been afraid to push the boundaries of the brand. “In my business, every time you take on a new brand or buy an item for the shop it’s taking a risk,” she admits. But risk is not something she has ever shied away from. “Ninety-five percent of my friends thought I was completely insane leaving three and a half months pregnant to focus on my own business,” she says. While some might be dissuaded by the notion of going against the grain, Cameron dared to forge ahead. This belief in herself and her business will likely resonate with anyone else thinking of striking out on their own. “In my heart of hearts, it just felt like the right thing to do,” she says. “I had the passion to do it and really saw it working. I just decided: it’s time.”

“I really wanted to do something on my own and be able to use all the lines that I was so in love with.”

The idea for Frankie’s Surf Club was born, along with the realization she could finally find a home for the unique fashion brands she’d been exposed to in her previous job as women’s fashion director at a large corporate department store. “There were a ton of brands I fell in love with that I was never able to get into the store mostly because they were too niche or too small,” says Cameron. “I really wanted to do something on my own and be able to use all the lines that I was so in love with.”

The appeal of striking out on her own proved to be great. That Cameron decided to start her own business isn’t too surprising, given that she worked as a freelance stylist in New York for more than a decade. “I’ve always been really entrepreneurial,” says Cameron. It was this pioneering spirit she could no longer ignore when faced with an impending drastic lifestyle change. “I think it was honestly the pregnancy that drove me,” she says, pausing to reflect, “If I don’t do it now and I stay on at my big corporate gig then I’ll probably never leave because I have a child to support.” That was the moment she dared to make Frankie’s Surf Club a reality. “It really pressed me to take the leap and say, ‘now or never.’”

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