At a pastel-hued storefront in Parkdale, the Cute Underground Market brought together creativity, community and a celebration of women and non-binary entrepreneurs.
Hosted by Loohoo — a retro-inspired gift shop run by Lindsay Duong — the March 15–16 event marked both Women’s History Month and Duong’s birthday by transforming the space into a vibrant, hyper-feminine hub for local artists, makers and small business owners.
It highlighted a marginal space for self-employed women in Canada, where majority women-owned businesses make up only 19.6 per cent of all private sector businesses, according to Statistics Canada.
Duong, a budding business owner, opened Loohoo on April 20, 2024, with a vision of developing an inclusive and artistic community. She recalls being driven by a desire for greater fulfillment that inspired her to take a leap into her own business.
“I could feel this overwhelming thing of change,” she said.
Despite the uncertainties and demands of starting a business, Duong built a space that feels like a happy home, embracing a household motif that welcomes and inspires visitors.
During the Cute Underground Market, Loohoo transformed into a bazaar of artistic expression and community spirit.
At the storefront, hopscotch squares drawn in creamy, vibrant chalk invited passersby to jump in and embrace their inner child.
Inside the shop, attendees browsed vendor booths brimming with unique goods, from the striking works of artists like Kathryn Walsh, April Larmer, The Little Tapioca, Camiblooms, Susie Armstrong and Carmen Jabier, to sparkling floral jewelry by Emily Gill.
Gill spoke to the Toronto Observer after the event, noting how the bubbly, tight-knit nature of the market filled a gap in Toronto’s creative scene. “I feel like this is something our neighbourhood needs and I love the aspect of collaboration between artists that like each other and have similar themes to their work,” she said.
The lively energy went beyond art booths as Andrea Luu performed tarot readings, Jien Kim inked live tattoos, The Tooth Fairy’s tooth gem station added a playful sparkle and the sight of Dolci Dolci’s delicious baked treats enticed guests.
“Before the shop started, I was thinking about Loohoo and Friends. There (were) doubts and stuff like, ‘I’ve never hosted a market,’ but we all start somewhere,” Duong said.
Instead of seeing her pursuits as a risk, she faced them with an open mind. “Sometimes it feels like the universe is taking me on the journey,” she added, reflecting on how much she learned from her experiences.
By hosting these types of events, Duong hopes to strengthen Toronto’s creative scene, giving opportunities for artists and vendors to prosper. “I hope people get to meet all the vendors and see how cool they are. I want everyone to thrive,” she said.
“I was very happy to be a part of the market and truly honoured she let me into that little circle of friends,” Gill said.
As the year progresses, Duong plans to continue curating unique and intimate markets every month, each following different themes with a rotating selection of vendors.
Loohoo’s next market on April 20 marks its one-year anniversary with a 420 culture theme.
