It’s hard to believe that Brows By G, now one of Winnipeg’s most successful eyebrow studios, began as a single chair in founder Giovanna Minenna’s apartment. Since its 2015 launch, the business has expanded to two physical locations and introduced a growing line of brow-enhancing products, including microblading and micropigmentation services.
But behind every great business is a strong support system. Giovanna and business partner Scott Russell leaned into Manitoba’s innovation ecosystem to help scale their company, and that included participating in the North Forge Founders Program.
How North Forge helped Brows By G grow
Through a connection with Mike Legary, founder of Innovation Alley, Giovanna and Scott were introduced to Jeff Ryzner, former President of North Forge. They were looking to deepen their ties to the entrepreneurial community and gain strategic mentorship. North Forge was the answer.
“We knew we wanted to improve and scale the business with mentorship and support from other entrepreneurs,” said Russell. “North Forge was the perfect fit for us.”
Through North Forge, they worked closely with experts to assess areas for growth, define mission-critical business goals, and develop clear action plans. “There was no fluff. Everything we worked through was actionable, measurable, and tied directly to our vision,” Russell explained. “Once we locked in our strategy, North Forge connected us with high-quality mentors aligned with our goals.”
Taking the leap to national television
Just as Brows By G was hitting its stride, another unexpected opportunity emerged — a producer from CBC’s Dragon’s Den reached out, asking if the team would pitch on the show. The production team had discovered Brows By G through the Futurpreneur Growth Accelerator Program and had been following their journey online.
“We thought it might be fake at first,” said Russell. But it was real. They had just ten days to prepare before flying to Toronto.
“Most businesses go through rounds of auditions and have weeks to get ready. We had less than two,” said Minenna. “But when we finally stepped onto the set, the adrenaline took over.”
The duo described the experience as intense but invigorating. “You have to really manage the competing energy and questions from the Dragons. It’s a test of your business knowledge and your ability to stay grounded,” said Russell.
Reflecting on the experience
“Standing in front of some of Canada’s top entrepreneurs and defending your business was an energizing experience,” said Minenna. “It was one of those pivotal moments that forces you to grow — something all entrepreneurs should go through.”
Their episode aired on February 7, 2019, and North Forge proudly hosted a viewing party at The Met to celebrate this major milestone. Watch video here.
The North Forge difference
North Forge’s Founders Program continues to support entrepreneurs like Giovanna and Scott by providing access to mentorship, market validation, and scale-up support. Brows By G is a great example of how surrounding yourself with experienced innovators can propel a local brand to national recognition.
Want to turn your idea into the next big success story?
Apply to the North Forge Founders Program and gain access to mentorship, funding readiness, and a powerful innovation network.
