Menu
Close
Just a small town girl who made the most of the people, places & things around her and found out it wasn’t really a lonely world.
Stef Richardson loved growing up and living near Georgian Bay, but like most small town kids, she wanted to get away. After venturing to Ottawa for university, Stef felt so homesick that she found her way back to Collingwood. She met some inspiring gals along the way, and created a blog where she could chat all things local.
Lokal Digs is her version of thesuperloop, a place where she’s always discovering new people, places and things so others can discover them too.
Community for me goes back to the idea that we’re all winners. In my work, I never want it to be just about me, that’s why I’ve made a commitment to do a 70-30 split. 70% is about other people, places and things, but I also want to share my experiences. I am the person behind the brand, and with every story I tell or picture that I post, I do it with intention. I want to make sure that my followers are getting something out of what I’m about to post, like I am. There’s a win-win for everyone.
Also, you can find a takeaway in every experience or interaction in life, even if it is a poor one. Connecting with others and collaborating with other businesses really adds value to everyone’s vault.
Don’t write a book. That's too long. Just start with a blog haha.
But in a more general sense, I would say just start and enjoy the ride. You can’t predict the future or map out where your business is going to go. When I started it five years ago, my original logo had a whisk in it because I thought I was going to be a recipe developer. I love to cook, I love to eat food, but I was not looking to be the next local chef here. I’d rather eat other people's food, experience other people’s businesses. So, I quickly shifted and realized I wanted this to be about the community and what they’re doing vs. what I’m doing. I don't think anything is ever going to be perfect. Sometimes you just need to put pen to paper, publish something and start doing because it’ll naturally start snowballing and evolve into something beautiful, guaranteed.
I look back at projects I've done in the past, and three years ago, I would've been content with my creations. But naturally, our editing styles, aesthetics, and overall interests change. That’s a normal part of life - you don’t want to look back or forward, you almost want to enjoy the present and the things you’re creating.
Photo: Alyssa Joline Photography
Photo: Alyssa Joline Photography
For me, when I started, I didn’t have any business experience. And I’m mostly self taught and self-led. You really don’t know what you’re doing until you’re in a certain situation and you still have the training wheels on a little bit. So I know there have been some slip ups that I’ve participated in, whether that’s not getting back to somebody that I've been in touch with or overextending myself and getting underpaid or making a decision and not understanding what the aftereffects may be. I think the conversations I’ve had with mentors, other business owners, friends and content creators have enabled me to develop my toolbox and catch these things early on, rather than letting it snowball into something I regret. Ultimately, it’s my reputation, and I do pride myself on being a good communicator, and I think you don’t really know how to handle those situations early on. So, if I ever ghosted anyone out there - I’m so sorry haha!
Photo: Alyssa Joline Photography
One pivotal moment in my life so far that I think about often - it’s kinda corny because it involves my romantic past - but I see it as being a stepping stone into something great. When I graduated from university, I was dating a guy from Sweden, and I didn’t have any plans after graduating, so I decided to move there. I didn’t have any friends; I wasn’t having luck finding a job and was kind of alone because he was working. In August, I left the country very heartbroken because it didn’t work out and came home feeling like a very small version of myself. But I got a job at a juice shop in town and ended up being there for a year. There I met a few girls who inspired me to start Lokal Digs, and to this day, those girls that I met in 2016 are now some of my absolute best friends. I can’t even imagine a life without them; they brought the true Stef Richardson to life. That little light, that little spark of joy, was always in me, but I just needed to meet the right people to bring it out.
Also, ever since I started Lokal Digs, I’ve been working a 9-5 job on the side. It's really important for me to manage my time, make sure I’m consistent and give the same quality no matter what. It is risky because you want to make sure you're all in for both jobs 100% of the time. It’s funny because it really does come full circle. I work at the South Georgian Bay Small Business Enterprise Centre which provides free support for local small businesses through events, mentorship, grant programs and more.
I'm a huge breakfast gal. I really care about the details. I care about the plate it’s going on; I care about how many items are on the plate and which mug I want to drink from. So, I really appreciate the start of day set up. I turn on my laptop; I get a glass of water, an enjoyable beverage and a little breakfast. I just love looking at a complete, colourful desk, and I don’t know, throw some John Mayer on; that definitely gets my mind feeling happy before I start to crush the work.
In terms of Lokal Digs, I’m such a gal that researches a restaurant or place on Instagram before I start, so I can start painting a picture of where I’m going and what type of content I’m going to get. Also, to get in contact with the business owner and start a relationship. All of this gets me stoked about the project, and of course, a good playlist on the way always helps.
As a foodie, dinner parties definitely give me all the feels. They get me centred and make me so full! They usually involve good friends, good food, some candles and hanging lights. I'd always have these elaborate dinners with the gals I met at the juice shop. Every time we would gather, there was song and dance involved, stories and beautiful connections. I remember we were sitting at this big harvest table eating huevos rancheros, and through a lot of back and forth, we decided that I should write a blog. When I think of dinner parties, I think of good food, good friends and conversation, and when you have such quality people in your life, I just feel those moments and conversations lead to ideas, dreams and passion projects.
Lokal Digs has really enriched my life in ways I wouldn’t have expected; I have met the most amazing people on Instagram, I’ve even gone on Instagram friend dates, I’ve discovered delicious restaurants. Aside from any monetary value, I think it’s all the other things that make me so proud of it. When I hit publish, I get so excited for my followers to see the feature I put together, to expose a new business to new people who may go in and shop their goods or go out to town and be able to say hi to someone I met on Instagram - like that’s really cool. Also, holding myself accountable for something bigger than myself is awesome and has shaped me into the woman I am today.
From the business centre side of things, there’s a lot of information out there. It’s important to handle the small admin things first and even reach out to your local support centres to provide basic entry-level guidance. Also, talk to your friends or other entrepreneurs who have gone through something similar. Just relax, drive your car to the gas station, do the simple things first, get the gas in before getting on the freeway.
As you go through your business journey, write about why you are starting your business and what you love about it most. Then put them in a jar, so any time you’re feeling scrambled, or you need to recenter yourself, you can go and read those little papers and ultimately remember why you wanted to do it. For me, that’s something that I do, always coming back to why I started it, why I love it, and any time I think about taking Lokal Digs to the next level, I always want to make sure I’m not leaving behind my core foundation.
Photographer + Virtual Artist - Admiring through Instagram, I’m never not amazed by the intricate, vibrant and super fun installations this Toronto creator brings to life. She creates magic.
Photographer + Virtual Artist - Admiring through Instagram, I’m never not amazed by the intricate, vibrant and super fun installations this Toronto creator brings to life. She creates magic.
Owner of Huey - I’m so in awe of this bestie of mine. Huey Lightshop is new to the e-commerce space and already has a dreamy line of custom-made-to-order products. Bret wears many hats within Huey, and it’s mega inspiring.
Owner of Huey - I’m so in awe of this bestie of mine. Huey Lightshop is new to the e-commerce space and already has a dreamy line of custom-made-to-order products. Bret wears many hats within Huey, and it’s mega inspiring.
Owner of Thought Sanctuary - Carly is such a cool, calm, + groovy business owner (and friend!). She possesses really valuable knowledge when it comes to running a biz, but brings her bright and authentic energy in a way that is so memorable.
Owner of Thought Sanctuary - Carly is such a cool, calm, + groovy business owner (and friend!). She possesses really valuable knowledge when it comes to running a biz, but brings her bright and authentic energy in a way that is so memorable.
Chef + co-mind behind The Pine - Every dish Jeremy presents is breathtaking and filled with so much curiosity. With ingredients you’ve probably never heard of, his cuisine tells a unique story and creates a whole new meaning of farm to fork. It’s an emotional experience in the best way possible.
Chef + co-mind behind The Pine - Every dish Jeremy presents is breathtaking and filled with so much curiosity. With ingredients you’ve probably never heard of, his cuisine tells a unique story and creates a whole new meaning of farm to fork. It’s an emotional experience in the best way possible.