London Inc. November 2020 - 29

" WE DEVELOPED A REALLY STRONG WORK
ETHIC, AND WE HAVE A GREAT HANDLE
ON HOW TO RUN A BUSINESS. SO, WE'RE
APPLYING THOSE SKILLS IN A DIFFERENT
INDUSTRY " -Irma Joeveer
both made their careers in
Waterloo's tech boom. But
they'd always talked about
that magical what if?
" What if we would do
if we could do it all over
again, " Joeveer says of the notion that planted
the business seed. " We started to realize that
we had this passion for spirits - this passion
for cocktail and imbibing culture - and for
hospitality. "
It wasn't long before the two of them were
down in Kentucky, learning the ins and outs
of the whisky trade. And then it wasn't all that
much longer, just a few years, before the two left

" When you pull up to our site, if Chris [Chris
Patterson, brewmaster at Powerhouse Brewing]
is brewing beer or setting a new mash in the
distillery, that same yeasty, corny, grainy smell
wafts its way throughout the facility, " says Irma
Joeveer, co-founder of Paradigm, which opened
in early November. " It's something that people
comment on all the time. It's unmistakable. "
Paradigm Spirits started with an illness. " In
2015, I fell ill, " Joeveer says. " I was home for
about six months having chemo treatments, and
in that time, Instagram was really taking off and
I had a lot of time on my hands to do nothing, " she
says. " I fell in love with cocktail culture. "
Joeveer and her partner, Michelle Debus, had

ƥƞƟƭ Paradigm
Spirits co-founders
Irma Joeveer and
Michelle Debus

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NOVEMBER 2020 | londonincmagazine.ca | 29


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London Inc. November 2020

Table of Contents for the Digital Edition of London Inc. November 2020

TOC
London Inc. November 2020 - 1
London Inc. November 2020 - 2
London Inc. November 2020 - 3
London Inc. November 2020 - 4
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London Inc. November 2020 - 6
London Inc. November 2020 - 7
London Inc. November 2020 - TOC
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