Meet Alexa Suter, RBC Canadian Women Entrepreneur Awards Start-Up Finalist

Alexa Suter is a 2025 RBC Canadian Women Entrepreneur Awards finalist who turned a personal health challenge into a groundbreaking business idea. After struggling with recurring UTIs, she began questioning the role of synthetic fabrics in women’s wellbeing and set out to create a healthier alternative. In 2019, she launched Huha, a line of natural and breathable intimates designed to support women’s health while offering comfort and style.

Her entrepreneurial drive was clear long before Huha. Alexa founded Studio Media, a digital marketing agency that collaborated with global brands such as Jack Daniels, L’Oréal Professional, and Westin Hotels & Resorts. That experience in storytelling and brand building became the foundation for her transition into product development and e-commerce. Today, she leads Huha with the same curiosity and ambition that first sparked her journey, reshaping the future of women’s intimates with innovation and care.

Behind every founder lies a compelling human story. Meet Alexa, and discover the unique qualities and experiences that define her.

I knew I wanted to be an entrepreneur when…

I began dreaming about my future and saw a lot of freedom and creativity. I wanted the opportunity to travel the world, so I first became a freelance writer and took my job with me, travelling Europe for 6 months on a shoestring budget. It was one of the most incredible experiences of my life!

Entrepreneurship is made for me because…

I adore the idea of designing my own life and having the freedom and creativity to do so. I love being able to work on problems and projects that truly light me up, and I have the grit and determination to overcome any obstacle. Creative problem-solving is actually a lot of fun!

The impact I hope to make through my work is…

To be an inspiration to other young women entrepreneurs, letting them know that they too can accomplish their dreams and create a life that suits them. On a broader scale, I hope to uplift women and help them to feel loved and accepted through the products they interact with every day. 

One of the most important lessons I’ve learned on my entrepreneurial journey is…

That success is never definite, and that failure won’t kill you. Entrepreneurship is a rollercoaster with endless ups and downs. I often repeat in my mind Winston Churchill’s quote: “Success is not final, failure is not fatal: it is the courage to continue that counts.”

My proudest accomplishment is…

Growing a team of 12+ employees and 40+ million in revenue this year with Huha. I always dreamed of having a team of this size, and for an entrepreneur who has spent most of their time “solo” or with one other employee, I still have to pinch myself when I look around the office and see the size of my team!

The biggest risk I took that paid off was…

Starting Huha after my first clothing brand failed. I remained very cautious during the product development stage and the initial Kickstarter campaign, which ultimately paid off because it kept me open-minded and agile.

My biggest setback has been…

In my mid-twenties, I started a clothing line of silk skirts. I designed them, sourced fabric, and had them produced locally. However, I made some errors in the grading, which led to fit issues, and the cost was ultimately too high, making them very difficult to sell. In the end, I had to give away or donate most of what I’d produced.

I overcame it by…

I let some time pass and finally decided to give it another shot with Huha, ensuring that I took the lessons that I’d learned the first time around into account. I remained open-minded and allowed for a lot more feedback during the development process, which enabled me to craft the brand and product for a real-life audience.  

The best advice I’ve received as an entrepreneur was…

To keep the momentum going. I had immediate success with Huha out of the gate, and I was given that piece of advice, which I always came back to whenever there was a lull or a dip in sales. I’d ask myself: “What can I do today to keep the momentum going?”

I surprise people when I tell them…

That I’ve never had any formal business training or a business degree, and that everything I’ve learned has been self-taught. 

If I had an extra hour in the day, I would use it to…

Sit back, meditate, daydream, journal, and get creative with my thoughts. I find that so much inspiration comes not from the busywork, but from the moments we allow ourselves to relax and let our minds flow freely. 

If you googled me, you still wouldn’t know…

One of my first entrepreneurial jobs was ghostwriting blog posts for $10 per 500-word article. And that I managed to travel Europe for 6 months on this income!

The future excites me because…

Anything is possible! Ten years ago, I was dreaming about where I am today, so now it’s about dreaming again, and where I want to be 10 years from now. 

Connect with Alexa Suter on LinkedIn.