Episode 52: Unraveling Financial Gender Norms with Knitatude

In the latest episode of the Pink Tax Podcast, Janine sits down with Chantal, the creative force behind Knitatude, for a powerful conversation about shattering financial gender norms, the true value of "women's work," and the realities of being the primary breadwinner in a non-traditional household.

Whether you're an aspiring entrepreneur, a dedicated crafter, or someone looking to rethink your relationship with money, this episode offers a refreshing look at success through a female-forward lens.

Unraveling Financial Gender Norms: A Conversation with Knitatude

From Taxes to Triumphs

The friendship between Janine and Chantal actually traces back to a 2016 tax workshop where Chantal found herself overwhelmed by the complexities of small business finances [04:45]. Fast forward to 2025, and Chantal has transitioned from a full-time advertising career to running a thriving six-figure knitwear empire. Her journey underscores a vital lesson: you don’t have to be a "numbers person" to build a financially stable business—you just need the right tools and the courage to start.

Flipping the Script on Gender Roles

One of the most candid parts of the episode explores Chantal’s household dynamic. Unlike traditional societal expectations, Chantal is the sole income earner, while her husband, Todd, manages the household, cooking, and cleaning [19:18].

Chantal refers to herself as a modern "Don Draper," coming home to a "house husband" who supports her drive to make a bigger impact [20:48]. They discuss the "unpaid labor" that society often devalues when performed by women, and how Chantal’s success is directly tied to the support system she has at home [22:18].

The True Cost of "Slow Fashion"

If you’ve ever balked at the price of a hand-knit item, this episode is a must-watch. Chantal dives deep into the economics of crafting, explaining that a single sweater can take 70 to 80 hours of labor and hundreds of dollars in materials [30:05].

She challenges the "hobbyist" stigma that pressures women to undervalue their time. By re-framing a $50 hand-knit hat against the minimum wage of a service job, she highlights why it is essential for crafters to charge what they are worth rather than competing with the exploitative prices of fast fashion [31:09].

Redefining Success (and the "Brie Budget")

For Chantal, success isn't just about a profitable quarter; it’s about financial peace of mind. She shares that success means:

• Creative Fulfillment: Seeing her designs on bodies all over the world [41:15].

• Freedom from Worry: Being able to take a trip or buy groceries without constant stress [41:49].

• The "Brie Budget": Chantel’s hilarious and relatable metric for success—having a dedicated $75-a-month budget for high-quality cheese because it adds value to her life [38:14].

Final Takeaways

The episode wraps up with the launch of Chantal’s debut book, Sweater Success, a guide designed to make knitting as approachable as Janine makes financial education [01:46].

Key Resources Mentioned:

• Knitatude Website: Knitatude.ca

• Special Offer: Use code "THEPINKTAX" for 50% off one pattern on Chantal's website [48:03].

• Freebie: Access the course "Going Viral: The Good, The Bad, and The Ugly" to learn how to manage social media fame [46:00].