Twenty-five years in business is more than an anniversary. It is a collection of relationships built, challenges overcome, lessons learned and thousands of decisions that shape what a company ultimately becomes.
For Ann Baiden, CEO and Founder of Innovatex, the journey began with an entrepreneurial spark, a gift basket business and an unexpected introduction to an industry that would eventually become her passion.
Today, Innovatex is a strategic branding partner serving organizations across Canada, providing creative promotional product solutions, custom packaging, kitting and fulfillment. And while the business has changed considerably since its earliest days, the values behind it have remained remarkably consistent: creativity, service, integrity and genuine care.
Innovatex officially reached its, giving Ann and her team plenty of reason to celebrate — and reflect 25-year milestone on December 2, 2025 on just how far the business has come.
From Gift Baskets to Building a Brand
Ann’s entrepreneurial journey began shortly after graduating from university, when she started a gift basket business. As the company grew and began attracting corporate accounts, a mutual friend connected her with a promotional products company.
The industry immediately caught her attention.
It combined creativity, relationship-building and sales while giving businesses an opportunity to create meaningful connections through thoughtfully selected branded products.
For about a year, Ann worked with the promotional products company while continuing to operate her gift basket business. Eventually, she decided to focus entirely on promotional products. Three years later, she co-founded Innovatex with Tammy Rutledge, the friend who had first introduced her to the industry.
The early days were anything but elaborate.
“It was just the two of us, our cell phones, and a great deal of determination,” Ann recalls.
Before the company had permanent space, client orders were even quality-checked on Tammy’s pool table. It was a humble beginning that taught the pair to be resourceful, hands-on and deeply committed to every client they served.
Originally based in Mississauga, Innovatex steadily added staff, expanded its services and developed long-standing corporate relationships. When Tammy later retired, Ann continued leading the company through its next phase of growth.
Three years ago, that journey brought Innovatex to Newmarket.
A Milestone Built on Expertise — and Relationships
While reaching 25 years is an accomplishment in itself, Ann’s pride extends well beyond longevity.
Throughout her career, she has made continued education and professional development a priority. Today, Ann holds both the MAS+ and MASI certifications, representing the highest levels of professional achievement within the promotional products industry.
That commitment to learning has helped position Innovatex as more than a supplier.
The company approaches promotional products strategically, taking the time to understand the audience, purpose, message and desired outcome behind each project rather than simply placing a logo on an item.
Equally important to Ann are the relationships built along the way.
“I am incredibly proud of the team we have built and the long-term relationships we have developed with our clients, suppliers, and community partners,” she says.
Becoming a certified women-owned business has been another meaningful milestone, allowing Innovatex to support supplier-diversity initiatives while demonstrating the impact women-led companies can have in their industries and communities.
But some of the company’s proudest achievements have little to do with sales.
Innovatex has used its business to support organizations including Yellow Brick House, helping initiatives that benefit women and children affected by domestic violence.
For Ann, it reflects a fundamental belief that business success should create an impact beyond the bottom line.
Evolving Through Change
A quarter-century in business inevitably brings change.
Innovatex has navigated evolving technology, changing client expectations, economic uncertainty, global supply-chain disruptions and an industry increasingly influenced by e-commerce and digital communication.
Then came the pandemic.
With events cancelled, offices closed and traditional ways of engaging employees and customers disrupted almost overnight, the promotional products industry faced an enormous challenge.
Innovatex adapted by focusing on what clients needed most: new ways to maintain connection.
Kitting, direct-to-home delivery, employee appreciation programs and carefully curated experiences became increasingly important. By listening closely and responding quickly, the company found ways to continue creating value in an entirely different business environment.
That adaptability remains central to Innovatex today.
“We have remained curious,” Ann says. “Trends, products, and technology will continue to change, but creativity, integrity, responsiveness, and genuine care never go out of style.”
It is a philosophy that has helped the company not only withstand change, but grow through it.
Finding a New Home in Central York
Innovatex’s relocation to Newmarket has opened another important chapter.
Although the company works with organizations across Canada, Ann believes having strong roots in the community where her team lives and works matters.
Joining the Central York Chamber of Commerce helped Innovatex begin developing local relationships, connecting with fellow entrepreneurs and becoming more involved in the Central York business community.
“We believe the strongest communities are built when businesses support one another,” Ann says.
For Innovatex, that means sharing its marketing and branding expertise, supporting local initiatives and charities, collaborating with other businesses and looking for opportunities to champion fellow entrepreneurs.
The goal is bigger than simply having an address in Newmarket.
“Our goal is not simply to operate in Newmarket, but to participate, contribute and become a trusted long-term community partner.”
Creating the Next Lasting Impression
After 25 years, Innovatex is not standing still.
The company’s next chapter includes deepening client relationships, expanding its kitting and fulfillment capabilities, embracing new technology and continuing to develop creative, measurable and responsible promotional solutions.
Ann also wants the company’s positive impact to grow alongside the business — through community involvement, opportunities for the Innovatex team and helping clients make increasingly thoughtful product choices.
Ultimately, however, she hopes Innovatex will be remembered for something even more meaningful.
“I want Innovatex to be known not only for what we provide, but for how we make people feel and the lasting impressions we help brands create.”
Her advice to entrepreneurs reflects many of the lessons learned over the past quarter-century: stay curious, remain resilient, listen closely to clients, surround yourself with good people and never underestimate the value of strong relationships.
There will be challenges. Plans will change. And few entrepreneurial journeys unfold exactly as expected.
Perhaps that is why Ann believes it is just as important to recognize the journey as it is to chase the next goal.
“Success is not one defining moment – it is built through thousands of small decisions, lessons, relationships, and acts of perseverance along the way.”
From two entrepreneurs, a pair of cell phones and client orders spread across a pool table to a national client base and a new home in Central York, Innovatex’s first 25 years are a testament to that perseverance.
And as the company looks toward what comes next, one thing remains unchanged: the commitment to creating meaningful connections and lasting impressions – one thoughtful idea at a time.