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Shelley True

President / Owner

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Shelley True is a trail-blazer in Ottawa’s business community. Never one to take the easy route or just wait for doors to open, Shelley took the bold step of acquiring the award-winning Ottawa-based firm Avenue Design and has successfully merged the two companies under the TRUEdotDESIGN brand; building on 2 decades of experience while seamlessly integrating the culture, approach, mission and values of both firms – no small feat! At TRUEdotDESIGN, Shelley oversees a team of fourteen vibrant and talented women, and continues to lead the way as the award-winning agency of choice, providing strategic marketing, branding, design, and social media for companies within the architectural, engineering, property development and construction sectors.

Known as a natural connector, Shelley is a champion of women entrepreneurship and women in business, believing that mentorship and encouragement is the role of all business leaders (not just women). She is on the board of directors for the annual Women in Business Conference and co-hosts Fore-Play For Charity, a women’s golf tournament which connects women leaders in the construction industry, while raising funds and awareness for Women’s Mental Health Programs at The Royal. Innovative and energetic, Shelley is leading the TRUEdotDESIGN team onto the national stage as they support the business growth and impact of their clients across Canada.


What inspires you every day? 

Intelligent people coupled with a great sense of humour. 

What do you do to recharge? 

I am a foodie so I like to cook with my daughter. Perhaps with the odd glass of red wine. 

What energizes you? 


Favourite vehicle? 

Easy one... Mini Cooper

Favourite travel spot? 

I can't answer this yet…I always have a valid passport.

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