In this episode of the Matriarch Movement podcast, host Shayla Oulette Stonechild welcomes Shina Nova, an Inuk creator from Tiohtià:ke / Montréal, who shares her journey of becoming a content creator rooted in Inuit culture.

Shina speaks openly about the importance of representation, her relationship with her first matriarch, her mother, and the challenges she faces as an Inuk creator in a big city. The conversation also explores the significance of language revitalization, the impact of social media, and the responsibility Indigenous creators carry when sharing their stories online.

Throughout the episode, Shina and Shayla explore the importance of disconnecting from technology to reconnect with oneself through movement and nature. They discuss the personal significance of tattoos as symbols of growth and identity, particularly in relation to womanhood. The dialogue also shifts toward mental health, emphasizing the need for open discussions within Indigenous communities and the ongoing journey of healing.

Becoming a Creator Rooted in Culture

Shina’s journey into content creation is deeply informed by her identity and lived experience. She reflects on how her upbringing continues to shape the work she does today, and how Inuit culture, community, and matriarchal teachings guide her creative and advocacy practices.

A key theme in the conversation is the role of matriarchy in Indigenous culture and the importance of women in ancient wisdom. Shina speaks about how Indigenous women have long held knowledge, leadership, and responsibility within their communities, and how honouring that lineage is essential in both personal and collective healing.

Identity, Community, and Representation

As an Inuk woman living in Montréal, Shina shares the complexities of navigating identity in an urban environment. She discusses the challenges of visibility, the pressure of representation, and the need to dismantle stereotypes surrounding Indigenous peoples.

The episode highlights how social media can be both a powerful tool and a demanding space, particularly when it comes to brand collaborations and staying aligned with personal and cultural values. Shina offers advice for young Indigenous women who are looking to share their voices online, encouraging authenticity, discernment, and community connection.

Healing, Movement, and Self-Expression

Movement and time in nature are presented as essential practices for grounding and reconnection. Shina and Shayla discuss the importance of stepping away from constant digital engagement to reconnect with the body, spirit, and self.

They also explore tattoos as meaningful markers of growth, womanhood, and identity. For Shina, ink represents personal evolution and cultural affirmation.

Mental health is another central topic, with an emphasis on the importance of open conversations within Indigenous communities and the ongoing journey of healing and resilience.

About Shina Nova

Shina Nova is an Inuk creator based in Montréal, Canada. She uses her platform to share and celebrate Inuit culture, language, and traditions while advocating for Indigenous representation. Through storytelling and lifestyle content, she fosters awareness and educates her audience on the realities of Indigenous communities, breaking stereotypes and reclaiming space in the digital and media landscapes.

Beyond her advocacy, Shina is also a beauty and fashion enthusiast, embracing her femininity while staying true to her roots.

Photo credit: Kevin Millet

Current Focus & Recent Work

This is a quick overview of Shina’s recent work and current focus. Over the past year, the emphasis has been on speaking engagements and awareness-driven initiatives, allowing Shina to use her platform to create meaningful conversations and impact. She continues to advocate for youth, sustainability, and Indigenous communities.

Recent highlights include:

• Featured in Clin D’oeil
• Featured in TIME 100 Creators 2025
• Speaking engagement at Inuit Youth Summit / Qarjuit Youth Council’s 10th anniversary
• Speaking engagement at the Canadian Alliance to End Homelessness
• Speaking engagement at the Opportunity Fair in Kahnawà:ke
• Speaking engagement at WAVES with OCIL
• Participation in a community walk with Collectif de la Petite Enfance
• Partnership with CBC for Truth and Reconciliation