At the end of a winding coastal road on Vancouver Island lies Tofino — a small surf town that captures the raw, untamed beauty of Canada’s West Coast. Driving past independently owned shops, cafés, and studios, it’s a town that feels entirely its own, where each corner holds something thoughtful and unique.
Among these creative spaces is The Factory, a studio and boutique founded by jeweller Lisa Fletcher and home to her eponymous brand, LF Jewellery. Step through the doors, and you’re immediately immersed in a world where craft, nature, and West Coast creativity intersect. The Factory is more than a store: it’s a studio, gallery, and collaborative hub. A space of discovery, The Factory invites visitors to connect with the creative process and feel the tangible presence of craft and community. In the open studio at the back, Lisa handcrafts her jewelry while shelves showcase local brands and walls display striking imagery by Kyler Vos.
Lisa’s vision shapes not only the jewellery she creates but also the collaborative energy of The Factory, where her work intersects with the talents of fellow artists. In the conversation that follows, we explore Lisa’s journey, her approach to making, and how her work brings together creativity, connection, and the beauty of the West Coast.
If it’s a day off in Tofino and you can do anything you want, how would you spend it?
I love to start the day early with a great cup of coffee! I’ve been trying to add in a little writing in the mornings, so I would begin there. After coffee, I would head to the beach to check the waves. A surf first thing is like exercise and meditation and social hour all at once. Likely a little afternoon adventure with my family, a hike or bike ride followed by a home cooked meal, and early to bed with a great book. Simple pleasures really.
How does living in Tofino shape the way you approach your work and connect with your creativity?
We are so lucky to live in this stunning place, everywhere you look is truly beautiful. The textures, the elements, the rawness, it’s so easy to draw inspiration from that. But sometimes it’s colors, the sounds, the in- between might be what ignites a creative spark.
I think for many creatives, there is also an element of needing to step back and give space to grow creatively too. Most people here take their vacations in the winter when the weather is grey and work is quiet, so I think travel also helps in that also. Experiencing new things, new sights, new food, new art, can be so different from what is at home but it all connects.
Can you tell us about your journey as a jeweller and what drew you to this craft?
In a previous life I was a biologist, but I’ve always been crafty in some way or another as a hobby. Winter nights can be long around here, and one winter I was learning how to tie flies (fishing) with a friend of mine. This led me to making feather jewellery that seemed to be relevant for the time. I followed this winding path to markets, making more component piece jewellery and then somehow convincing a master goldsmith to take me on for some intensive training at a Metal Art School in Vancouver. I was elated to be there and spent every minute I could in the studio soaking up something that sparked a passion. I love that it’s an old world craft, with techniques and tools used by hand. I love taking such a raw material and forming it into something shiny and adorned.
I came back to Tofino and set up in any little corner I could find, until it became my full time gig. It was an unexpected journey but I am so grateful for it.
The concept of The Factory is so unique - how did the idea come about?
I was lucky enough to have a little studio in my home for a few years. Idyllic as it was, I often dreamed of having a shared creative space that was full of life and could showcase work with a direct client- artist connection. I think at times there can be a disconnect between consumers and makers, even for locally made products. I wanted to bridge that so that people could see it all up close; the time it takes, materials and process that goes into selling a handcrafted item. After some time of working alone from home, I partnered with a friend in a very small studio space to test that concept. From there The Factory was born. And some days, it feels just that…so many people working away on this project or that. Its energizing.
Do you ever find it challenging to balance the creative side of designing jewellery with the day-to-day of running the business?
Heck yes. There’s often many moving parts to my day and some days finding creativity is just not part of it. I never know what a day can bring; designing packaging, graphics, taking photos. I never feel short of ideas though, sometimes they are ruminating in my brain until I can find the space to let them breathe and form into something tangible. I love the diversity of it all, it keeps me on my toes and I’m really lucky to have an amazing team to help keep it all together.
What do you find most rewarding about sharing your work with the world?
Jewellery can be such a special moment in time for people; a graduation, an engagement, a memorial piece, an heirloom passed down. When people come to us they are inviting us to be part of their story, and that is such an honour. It’s scary putting your work out there, especially collections that are mine alone but I always hope people can see a little glimpse of my personality, my lifestyle, that might inspire others in some way too.
How do you define success as an artist and business owner?
Of course, being able to pay your rent is ideal, but I think success is finding joy in creating day after day while staying inspired. It’s also the freedom to be able to explore new ideas & projects without fear of failure. Knowing that you can try new designs or branch into a whole new project without it defining you or having to go somewhere.
What advice would you give to someone who’s considering turning their creative passion into a career?
The world needs creatives. Art heals, emotes, connects, and cultures. It’s such an important part of our society and comes in so many forms. Be prepared to work hard (like really really hard), know your worth, stay curious, and don’t be afraid to pivot if something isn’t working. You will never know unless you try.
And lastly, when do you feel most free?
Outside. In, on, or around water. Walking in the forest. Anything that helps quiet the chatter.
Imagery by: Kyler Vos & Kait Rogers