Shades of Gray Featured on TLN TV for Ontario Business Achievement Awards: A Story of Boldness, Vision, and Grit

As a business owner, there are moments that stand out as milestones in the journey. One such moment for me and the team at Shades of Gray came recently when we were featured on TLN TV as part of the Ontario Business Achievement Awards (OBAA) presentation. The episode, which focused on the power of entrepreneurship, emphasized three key traits: Vision, Boldness, and Grit—and I am proud to share that I was honoured with the recognition for Boldness in business.

What Does Boldness Mean in Business?

For me, boldness is all about stepping outside your comfort zone to take risks that can redefine what’s possible. It’s about choosing to innovate, challenge the status quo, and commit to an idea—even when the path forward isn’t clearly mapped out. When we started Shades of Gray, it was a leap of faith in a competitive and constantly changing industry. But that leap was backed by a clear vision and the courage to make big decisions even when it was easier to follow the familiar route.

Being bold in business isn’t always about making loud, dramatic moves. Sometimes, it’s about the quiet confidence to forge ahead when others doubt your direction. The decision to push the boundaries of what was expected, to trust in my instincts, and to lean into the creative risks we took early on—those were all expressions of boldness that helped shape the identity of Shades of Gray Indigenous Pet Treats.

Vision: Creating Something Different

Boldness is fueled by vision, and our vision from the start was simple: to create a unique products where people could find high-quality, simple proteins that spoke to their individual pet needs. At Shades of Gray, our approach to our treats is rooted in the idea that pet parents should be able to provide a Healthy treat, and we wanted to curate a collection of proteins that when people went shopping they were empowered to shop premium quality, support an indigenous woman owned business that created awareness of the Ojibway language to the pet industry.

But that vision didn’t come without its challenges. When we launched, many people advised us to follow the trends of the time—chasing after what was "in." Instead, we decided to do something different: we focused on 5 simple proteins, making sure we had different textures and processes that would stand the test of time. It wasn’t always easy, but it has proven to be the right approach.

Grit: Persevering Through the Tough Times

Of course, no entrepreneurial journey is without its hardships. It takes grit to navigate the inevitable obstacles that come with running a business. There were moments when things didn’t go as planned—when our website upgrade failed and re-structuring took so much time and things just didn’t go as anticipated or when we had to make difficult decisions about our next steps. But grit is about resilience; it’s about pushing forward despite setbacks, learning from each experience, and keeping the bigger picture in mind.

In those tough moments, my team’s unwavering commitment to our mission and values kept us moving forward. We didn’t give up because we knew that every challenge was an opportunity for growth. And through that process, we became stronger and more confident in our ability to weather any storm.

Boldness Recognized by the Ontario Business Achievement Awards

Being featured on the Ontario Business Achievement Awards show was a humbling recognition of the work we’ve put in, the risks we’ve taken, and the passion we’ve invested in building Shades of Gray. The segment, which highlights stories of entrepreneurial success, showcased how vision, boldness, and grit are not just buzzwords but real qualities that drive businesses toward success.

I was thrilled to be recognized for boldness, as it is a value that I hold dear in both my professional and personal life. But this recognition isn’t just about me—it’s a tribute to the entire Shades of Gray team and the incredible support we’ve received from our community and customers. Without your trust and loyalty, none of this would be possible.

Watch the Full Feature

If you’d like to see the full presentation on TLN TV and hear more about our journey, I encourage you to check out the episode where I’m featured. You can watch it on YouTube here: Ontario Business Achievement Awards – Entrepreneurship: Vision, Boldness & Grit.

I hope that our story can inspire others who are contemplating taking the leap into entrepreneurship or who are currently navigating the highs and lows of their own business journeys. If there’s one thing I’ve learned, it’s that success doesn’t happen overnight—it takes vision, boldness, and the perseverance to keep going when things get tough.

Thank you for being a part of our journey. Here's to many more years of bold decisions, visions, and relentless grit at Shades of Gray!

— Keri Gray, Owner of Shades of Gray