After raising more than 500 shoeboxes for women in need last year – the highest total in Quebec -Montreal entrepreneur Andrea Soueidan is setting her sights even higher. This year, she’s aiming for 700 shoeboxes through her annual Sip & Shop MTL Holiday Event, all in support of The Shoebox Project for Women.

In this Dana Meets conversation, Andrea opens up about building community, staying authentic in a digital world, and what compassion means to her today.

You’ve built a brand around helping others live beautifully and effortlessly. What’s something people would be surprised to learn about what goes on behind the scenes of building community the way you do?

People often see the polished side – the events, the smiles, the effortless flow – but behind it all is a lot of hard work. Building a community isn’t just about logistics; it’s about energy. It’s about showing up for people, even when no one’s watching, and holding space for others to shine. I pour myself into every detail – from who’s in the room to how they feel when they walk in.

The team and I are very personal – we text, we answer every Instagram message, we call, we check in, and sometimes we even visit our vendors and suppliers in person. It’s that human touch, the genuine care and presence, that makes what we do so meaningful. It’s deeply personal and emotional work, but it’s what gives life to everything we create.

The Sip & Shop MTL event is about giving, but it’s also about connection. What have you personally gained from the people and partners who show up every year?

Every year, I’m reminded that giving multiplies. The people and partners who show up have given me so much – friendships, inspiration, and a renewed sense of hope in humanity. I’ve met women who’ve turned pain into purpose, and entrepreneurs who give from their hearts, not their pockets. The event might start with donations, but it ends with connection – and that’s the real gift.

You often bring together people from all walks of life: entrepreneurs, creatives, philanthropists. What do you think makes a community truly click?

Authenticity and alignment. A true community thrives when people come together without ego – when everyone understands that success is collective. When you combine kindness, intention, and shared purpose, magic happens. It’s less about networking and more about nurturing.

When you first launched this event, did you ever imagine it would become one of Quebec’s largest charitable drives? What has kept you going?

Never in my wildest dreams did I imagine it would grow like this. I started Sip & Shop from a place of wanting to give back and share a space for local entrepreneurs, vendors, suppliers, artists, and more – a space where people could connect, collaborate, and shine together.

This year marks our 9th edition of Sip & Shop MTL and our 4th year supporting The Shoebox Project during one of the most meaningful times of the year, the holidays. What’s kept me going is witnessing the ripple effect – the smiles, the stories, the lives touched. Each shoebox represents hope, kindness, and dignity, and that’s what fuels me every single year.

So much of what you do centers on human touch, something that’s easy to lose in a digital world. How do you nurture that authenticity in both your work and life?

For me, connection starts with presence and remembering my “why.” I know who I am, and I want to stay true to my DNA as a people person – genuinely caring for others, making them feel seen, valued, and good in their own skin. Whether it’s a client, a friend, or someone in need, I focus on truly listening, caring, and remembering the details that matter. Online, I strive to bring the same authenticity and warmth. Technology can facilitate connection, but it’s our humanity and sincerity that sustain it.

You work between Montreal, Toronto, Dubai, and Chicago – very different worlds. How have those global perspectives influenced the way you see giving back and connecting people?

Living and working across cities like Montreal, Toronto, Dubai, and Chicago has taught me that connection is universal, yet each place shapes it differently. Montreal will always be my hometown – the heart of family, roots, and community. Toronto showed me opportunity, Dubai inspired vision, and Chicago reminded me of the importance of balance and meaningful relationships. No matter where I go, I like to keep in touch with people, nurturing bonds over time. Thanks to social media, it’s easier than ever to send a little note or check in, keeping those connections alive while staying authentic and personal.

What does success mean to you today? Has that definition changed since you founded Altitude Connections?

Success used to mean building something impressive. Today, it means building something impactful. It’s about living in alignment with my purpose and helping others feel lighter, more connected, and cared for. When I see people uplifted, especially when we’re able to give them the luxury of time, which is at the heart of what we do as a Personal Concierge – that’s true success to me!

Every great initiative has challenges. What’s been the hardest part of growing Sip & Shop MTL, and what’s been the most unexpectedly beautiful one?

The hardest part is balancing it all – the logistics, the emotions, the desire to make every year more impactful. But the most beautiful moments always outweigh the challenges. It’s seeing the sparkle in someone’s eyes when they realize their small act of kindness made a difference. It’s those quiet moments of gratitude that remind me why I started.

If you could describe the spirit of the Sip & Shop MTL community in three words, what would they be, and why?

Generous. Joyful. Supportive.
Generous – because everyone gives from the heart.
Joyful – because there’s a contagious energy in the room.
Supportive – because when we come together, we lift and celebrate local businesses and entrepreneurs.

Looking ahead, how do you hope this event , and this overall movement, will evolve over the next few years? What’s your dream for it long-term?

My dream is to see Sip & Shop become a movement that goes beyond Montreal – a celebration of giving that inspires other cities, other hearts, to do the same. I want it to evolve into a community where giving back is part of our lifestyle, not just a seasonal act. I also hope it inspires those who may not yet know how to be generous or who don’t naturally seek out meaningful experiences – whether by attending, sharing the event, or supporting our vendors – to be drawn to the impact and energy of this initiative. Ultimately, it’s about creating a legacy of kindness that lasts.

Join the Movement

Be part of this year’s Sip & Shop MTL Holiday Event – November 27 from 4 PM to 9 PM at Plaza Volare (6600 Chemin de la Côte-de-Liesse, Montréal).

🎟️ Register here
📦 Bring a filled shoebox – it’s your ticket in.
📸 Follow @altitudeconnections and @sipnshopmtl for updates and behind-the-scenes moments.