Calgary business owner and gender equality in politics advocate enters mayoral race

The Calgary mayoral race just got a little busier, as a business owner who promotes gender equality in politics has joined the race.

Sarah Elder, the founder of political clothing brand Madame Premier, joined the race on Friday, citing a need for Calgarians not to choose “the least worst option for mayor.”

With a degree in justice studies and having worked in politics for the last two decades, namely as a political staffer for the B.C. Liberal Party, she opened Madame Premier in 2021 as a way to advocate for the increased participation of women in politics.

Previously, she said she would sell her store after Premier Danielle Smith won the UCP leadership race and became the 19th premier in Alberta, saying the political climate and the store’s name were creating some assumptive criticism.

Elder says in a press release she wants to respond to issues with blanket rezoning, a hot-button topic in Calgary, along with property taxes, “construction without consultation,” and how the city has “a focus not on locally owned businesses but big box stores.”

She was previously listed as part of former councillor Jeromy Farkas’ mayoral campaign as a co-chair.

Elder joins Calgary Mayor Jyoti Gondek, Ward 1 Councillor Sonya Sharp, former councillor Jeff Davison, and Calgary Party head Brian Thiessen–along with Farkas. Others include Grant Prior, Larry Heather, and Jaeger Gustafson.

According to recent polling, Gondek and Farkas are the candidates Calgarians are leaning towards, though 45 per cent are also unsure who they would vote for.

The election is on Oct. 20.