Geneviève Éthier: Unwrapping brand experiences, object by object

From a young entrepreneur with a passion for business to a thriving success story, Geneviève Éthier has demonstrated an unwavering commitment to excellence and innovation. With a sense of purpose, she ventured forth from the corporate environment, ready to embrace new opportunities, which ultimately led her to create Sobezone, a company that revolutionizes the way businesses promote themselves through objects.

Filling the gap in style
Geneviève’s experience as a Trade Promotion Manager in a renowned consumer goods corporation allowed her to identify a crucial gap in the market. She recognized the need for better item choices and exceptional service experiences. Determined to fill this void, she embarked on a mission to redefine the industry with Sobezone.

Creating lasting brand connections: Where objects become experiences
That’s why the passionate team at Sobezone meticulously selects each object, observing every detail, nuance, and facet to ensure it becomes an embodiment of the brand’s identity. They go above and beyond to create positive brand experiences, offering services like brainstorming, express delivery, concierge assistance, and VIP treatment.

Opening doors to success
In 2014, at a Reseau des Femmes d’Affaires du Quebec event, Geneviève crossed paths with a representative from a major corporation. This encounter led to an invitation to her first WEConnect International conference in Toronto in November 2015. Recognizing the need for diverse suppliers, Geneviève pursued women-owned certification and became a preferred vendor for the corporation. In 2017, Sobezone won a $1M contract with them through a unique and innovative tender offer.
Eager to explore new opportunities, Sobezone attended the WBENC conference in the US. They met another significant corporation that referred them to their tier 1 for their product category. Sobezone is now the preferred vendor for this tier 1, providing corporate gifts, promotional items, and premiums to well-known international consumer product multi-brands in North America.

Choosing to connect with WEConnect International
“We chose to collaborate with WEConnect International for its unparalleled networking opportunities. The organization connects women-owned businesses with corporations and buyers, shortening the sales cycle. WEConnect International conferences provide a unique platform to meet numerous corporations in one place, precisely the clientele Sobezone serves. Certification and active participation in these conferences have been vital for Sobezone’s success,” said Geneviève.
Together, Sobezone and WEConnect International embody the power of collaboration, empowering women entrepreneurs, and fostering diversity in business. Their partnership continues to inspire and create a future filled with opportunities for all.

Pivoting to success amidst the pandemic
The journey to success was not without its challenges. When the pandemic hit, Sobezone, a business closely tied to events and trade shows, faced an uncertain future. However, Geneviève and her team quickly adapted, creating new product and service categories to meet the evolving needs of their clients. Their agility and dedication paid off, leading to a remarkable 50% increase in sales during the first year of the pandemic – a rare achievement in their industry.

Redefining success for a collective impact
Success for Geneviève isn’t solely measured by financial gains. It extends to making a positive impact on the industry and the community. Sobezone prioritizes sustainability and diversity by encouraging environmental choices, sourcing from local suppliers, and dedicating a significant portion of their expenses to diverse suppliers. This collective success has created a ripple effect, inspiring others to follow suit and contribute to a better future.
Through perseverance, innovation, and a focus on providing exceptional service, Sobezone has become an industry leader. Geneviève’s entrepreneurial journey is a testament to the power of determination, seizing opportunities, and recognizing the value of collaboration. As Sobezone continues to grow, their mission to redefine the promotional items domain serves as an inspiration to businesses worldwide.


Website: https://www.sobezone.com/en/ 
Linkedin: https://www.linkedin.com/company/sobezone/?originalSubdomain=ca