‘Follow your dreams, don’t give up’
Executive director named one of Atlantic Canada's most powerful women in business
“At the end of the day, what I’m looking for is to make sure downtown Truro is on the map ...” Saribel Deslaurier Executive director of the Downtown Truro Partnership
TRURO - Saribel Deslauriers felt as if she might die. She wasn't sure what kind of illness she had caught while visiting her family in Mexico, but it kept her in bed as she suffered through it. It was in this sorry state that Deslauriers checked her email and saw something that made her forget all about her cold.
Atlantic Business Magazine selected Deslauriers as one of the region's top 25 most powerful women in business.
"I couldn't believe it," Deslauriers said. "I bolted out of bed, ran downstairs, and told my mom."
Deslauriers has been the executive director of the Downtown Truro Partnership since August 2022. Before that, she was a marketing and events co-ordinator with the local organization that represents the downtown Truro business community.
“I’m proud of this award because of where I come from and what I’ve been through,” she said.
MAKING TRURO HOME
A Mexican immigrant, Deslauriers met her husband in Toronto, Ont., in 2003. After four years of separation, he asked her to marry him. She settled in the city with her husband in 2007.
She said it was her father's lifelong dream to live in Canada, and he spoke highly of the country after visiting Montreal.
“He always talked about Canada,” said Deslauriers. “I was like, one day, I’m going to live in Canada.”
The couple moved to Truro in 2021, looking for a break from the bustling life of Canada’s biggest city— “from the big T to the little T,” Deslauriers said.
“I didn’t realize how hectic my life was until I was living in Truro for a year."
The first six months of living in Truro were tough. There was less to do compared to Toronto, and she sometimes garnered weird looks from residents.
However, there was one interaction on her third day living in Truro that helped her form a newfound admiration for smalltown life.
Deslauriers had been going to the Downtown Truro Partnership to interview for a marketing and events co-ordinator position. As she walked down the street near Civic Square, two elderly women struck up a conversation.
“Imagine, right? Freshly out of Toronto - not everybody is friendly in Toronto. I’m walking, and they complimented how I was dressed, and I told them I was going for an interview.”
The women boosted Deslauriers’ confidence by telling her she would do well in the interview and asking if she felt prepared.
“I felt really good,” she said. “People who didn’t know me, they just took the time to talk to me.”
MOVING UP
Deslauriers was hired as the Downtown Truro Partnership’s marketing and events co-ordinator the same day she interviewed.
It only took eight months for her to be promoted to executive director.
“We had a big event, we had Buskerfest that was coming up,” she recalled. “It was my job to make sure everything was running well.”
During this time, the position opened up, and she debated whether or not she should apply.
Eventually, she decided to put her name in the hat.
“I thought I’d rather be the boss than have somebody else be my boss,” said Deslauriers.
When the board called her for an interview, she said she was extremely nervous. Although she knew the board members well, she felt the stakes were high.
On the Monday following the Buskerfest celebrations, Deslauriers was offered the job. So far, she’s loving it. “It comes with its pros and cons; it’s challenging at times, but it’s very rewarding at the same time,” she said.
While she has had to learn some skills along the way, such as not taking criticisms personally and accepting when things are out of her hands, she said she is always one to put her best foot forward optimistically.
“At the end of the day, what I’m looking for is to make sure downtown Truro is on the map and that people are coming in here, spending their money at our businesses, using our services, and that they leave happy and they go back and they’re like, ‘you really need to visit downtown Truro.’”
DIVERSITY DOWNTOWN
As the partnership’s executive director, Deslauriers wants to ensure that they are putting on great events for the community while supporting downtown’s economic growth.
She is also a strong believer in inclusivity and representation.
“I’ve seen a lot of diversity within the town, and I’m loving it,” she said. “I’m trying to gather that and implement it in our events.”
Truro’s EMBRACE Festival is one example. Held by the Downtown Truro Partnership every fall, it recognizes the different peoples and cultures that make up the community through song, dance, and performance.
Deslauriers also pushes for accessibility in the partnership’s events, even introducing a sensory-free zone in the annual Santa Claus Parade.
“I want to make sure, and I’m pretty sure all of our businesses downtown are great with this, that people feel welcome because we are a very welcoming town,” she said.
As Truro grows, Deslauriers is excited to take on more challenges to make the town as friendly as possible.
FINDING THE OPEN DOOR
Out of over 160 nominations, Deslauriers was one of the 25 picked to be named the most powerful businesswoman in Atlantic Canada.
On March 7, Deslauriers was invited to a gala by Atlantic Business Magazine in Moncton, N.B., to celebrate her achievement. She listened in on panels and got to know other recipients, past and present.
As she was walking across the stage to accept her award, she had one thought on her mind.
“Don’t trip, don’t trip,” she joked.
When asked what she would say to fellow women and immigrants trying to enter the business world, her message was simple.
“Follow your dreams, don’t give up,” said Deslauriers. “When I went through it, I thought I was never going to make it. I still don’t think I’ve made it. It’s wonderful to be recognized, but at the end of the day, I’m doing this because I love my job, and I enjoy doing it.
“Speaking as an immigrant, being where I am right now, I thought people will not open the doors because I had an accent. I looked different, but I’m actually finding that those doors are not opening because they aren’t for you.
There’s another door that’s going to open, and that is the one that needed to open for you.”