About Madeleine

391199_10151129824127848_197565166_nThe child of a Social Worker and a Judge, I like to say that I come by my passion for social justice honestly! Following a rebellious teenage phase, I am glad to report that my non-conformist tendencies eventually matured into more constructive ways to make a difference.

I found my calling as a social change leader as a university student when I realized that my English Literature 100-level survey course contained not one – not freaking ONE – woman writer, and went on to lead numerous feminist activist and anti-violence groups. I was ultimately recognized with the Agnes Bendickson Tricolour Award, my school’s highest non-academic distinction, upon graduation in 1989.

I founded my first company (and started making Lunapads!) in 1993 at the age of 25, and wrote the first business plan for Lunapads as a student at the British Columbia Institute of Technology (BCIT) in 1994.

From 1996 to 1998 I operated an artisanal fashion boutique, custom couture and garment manufacturing business while continuing to develop Lunapads sales across Canada as well as online (our first e-commerce website went live in 1998!) until – hail to the Goddess of Commerce and Mercy – I met Suzanne and became a respectable business person who actually had it together beyond the wild ideas, vision and whatnot. Tip for right-brained, “visionary”, creative types with entrepreneurial aspirations: go read Suzanne’s profile and the go find someone exactly like her (but not her!!).

mad tabling

Beyond the dates and milestones, what inspires me the most is:

  • magic and mystery
  • independence, innovation and creativity
  • biomimicry, and what can be learned by connecting more deeply with nature
  • relationships (I am known among my friends as being an emotional version of Evil Knievel – !!!)

I also have a deep passion for mentorship, and have worked with dozens of early-stage entrepreneurs on my own as well as more formally via the Forum for Women Entrepreneurs and the Women’s Enterprise Society of BC.

Born and raised in Vancouver BC, I am a graduate of Queen’s University in Kingston Ontario, the British Columbia Institute of Technology (BCIT) and most recently – 2015 – of the THNK School of Creative Leadership.

In 2013, as a result of being asked to speak on the unlikely (for me, at least) topic of “Women Transforming Cities” as part of Pecha Kucha Night Vancouver, I remembered a childhood dream of being celebrated as I approached adolescence. A massive Judy Blume fan, I further recalled my sense of connection to her beloved character Margaret in Are you there, God? It’s me, Margaret, and the idea for G Day was born. We have since had multiple events across Canada.


When I’m not at work, you can find me in my garden, seeing what wants to grow and looking for frogs and hummingbirds. I am beyond grateful to share my life with my husband Tim and daughter Gigi.