There’s just something magical about having a soul sister—that chosen family member by love who knows you inside out, gets the realest parts of you, and is always there through the tears, the cheers, and everything in between. Justine Benoit and Rosalie Laporte have that special bond which, as is evident from the contagious chemistry leaping off this page—captured during drinks at Ferreira Café—makes for some solid girl lunches and Social Gal Soirées. It also makes for some very necessary support on the professional front, especially when you’re both ambitious young entrepreneurs in the hospitality and event sector navigating all the challenges that come with the territory.
In Justine’s world, where she dared to bring the dream of launching her own tequila brand, Midi Tequila, to life, each day brings a host of unexpected “surprises” in all arenas, from marketing to sales to distribution and more. Despite a strong background in brand development, commercial strategy, and cultural marketing—as well as a profound love for art, design, and lifestyle—that were central to her creation of a tequila brand so impressive that clients across oceans clamour for more, she still runs into those inevitable roadblocks and off days. Enter Rosalie, always ready to cheer, lend an ear, and offer a valuable fresh perspective when her soul sister needs it most.
Similarly, Justine returns the favour when Rosalie encounters the inescapable challenges inherent in the pursuit of her own dream as a floral designer. Entranced by the natural beauty and allure of flower power from a young age, Rosalie made it her mission to bring her own unique vision of floral design to Montreal in the form of Studio BYROSE. To date, the visionary young creative has worked with a host of highly recognizable brands and bathed numerous events and professional and personal spaces in her refreshing signature style.
We recently caught up with the two powerhouse soul sisters for an exclusive shoot and share for this special 12th edition. Enjoy!
Justine, why a tequila dream? “After a few years working in creative agencies in Montreal, I really felt the need to do something more personal.
With Midi, I wanted to create a tequila that spoke to women too—something smooth, easy to sip, and with a design that felt more feminine. The tequila world always felt very austere and masculine to me… I wanted to bring a fresh, lighter vibe.”
Rosalie, why florals? “Flowers have always felt like pure magic to me—they transform a space, a mood, an emotion. With Byrose, I wanted to create more than arrangements; I wanted to craft experiences that move and inspire. Fashion, design, and florals are my three greatest passions, and Byrose is where they all meet. It’s this blend that fuels my creativity and brings me the most joy.”
What qualities in each other inspire you? Justine: “Rosalie has the most incredible eye for details. She can create beauty with so much sensitivity… it constantly pushes me to stay sharp and true to my own vision.”
Rosalie: “Justine is a calm powerhouse. She moves with such confidence and authenticity. Watching her build something so true to herself is incredibly inspiring.”
Finally, we close with one power tip each for throwing the perfect summer party: Justine: “My go-to is a Negroni twist with Midi Blanco instead of gin. It’s fresh, stylish, and always a hit.”
Rosalie: “Lots of seasonal flowers—and definitely a colourful mix! It instantly makes the vibe more joyful, lively, and summery.”
Et voilà, some solid shares from two inspiring soul sisters who are just getting started.
For more Justine and Midi, head to miditequila.com and follow @midi.tequila. For more Rosalie and Byrose, go to studiobyrose.ca and follow @studio.byrose.