Cantonese Wit and Design: Meet the Duo Behind I’ll Know It When I See It
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Founders and Designers of Canto favorite, I'll Know it When I See It
We are Cassie and Christine, two Canadian born Chinese women who own I'll Know It When I See It, a paper goods and gifts company based in Vancouver, BC Canada. We met in design school and have been friends for about 20 years. We aren't related even though lots of people think we're sisters... Christine's Google door camera has mistaken us for each other!
We design and sell paper goods and gift items that offer a relatable mix of nostalgia, humour and insight, a point of view borne from our multicultural upbringing. Many of our bestselling goods are Cantonese inspired, which wasn't something we set out to do initially. In fact, we pretty much ignored our roots for a long time. It wasn't until the BLM and Stop Asian Hate movement really took off in 2020 that had us re-examining ourselves and why what we designed didn't reflect ourselves fully.
It's been so meaningful to see others connect with their own heritage through our goods. It has sparked conversation, encouraged others to be proud of their culture and has brought generations together. So many of us have internalized racism to undo, not to mention reconciling our feelings of growing up in one culture inside the house while navigating another outside the house. Seeing others reckon with this in a small way through what we make is amazing.
"Making space for our culture seemed like a risk but it actually brought the best reward. It has deepened our authenticity in what we create, opening up all these wonderful connections to so many who feel the same resonance."
For a long time, we created goods that were simply sweet + slightly snarky. There's nothing wrong with that but in 2020 when BLM and Stop Asian Hate took off, we really took some time to examine what we were making and why there wasn't any hint of us being Asian in our work. The truth is, stationery in Canada and the US is really white-centric. Asian-themed goods would be really niche and we had no idea if it would even appeal to anyone. It seemed like a huge risk to pivot away from what we thought would sell widely.
But, we decided to give it a go and the reception blew us away. We had NO idea it would be so popular. Once we saw there was an audience, we leaned into it. Now it seems so weird to not do it.
It's everything! We draw so much on our childhood experiences, but more specifically, being 1st generation Chinese and children of immigrants. It's a very unique experience that not many generations get to be a part of, to live in a time where it's cool to be proud of your heritage as a minority. We've often thought it was perfect timing for us... 10 years ago, Asian-themed goods never would have took off because collectively, we just weren't ready yet. And in another 10-20 years, it might not even matter anymore because either Cantonese culture is lost or it's assimilated enough that it doesn't register. But right now, there's a thirst for it, and people our age are clamouring and have the spending power to demand it.
Maybe not something we wish, but that our success and where we are today has literally been a lifetime in the making, and not just ours, but that of our families too. It's been a series of decisions made, talents nurtured and timing that has made all this happen.
Our trip to On Waverly to do the meet and greet! Everything about that weekend was magical. Meeting the two of you, being in your store, being in Chinatown, getting to connect with those who came out to see us - it was really beyond anything we could have envisioned. Isn't it amazing there can even be a store full of Asian goods?! And not just an old school variety store but a legit, modern, new generation shop. It's so cool.
Instagram: @ikiwisicanada
Facebook: https://www.facebook.com/IKIWISIcanada/
Website: https://shop.illknowitwheniseeit.com/
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