Brandon J. Roy knows the power of a good cry—and an even better conversation. As the founder of Happy Tears, a mindful lifestyle brand born in Montréal, Brandon is on a mission to turn small moments into deeply meaningful ones.
“I created Happy Tears to help people connect—with themselves and with each other—in ways that feel honest and joyful,” Brandon says. “It’s really an extension of my own personality: curious, colourful, and hungry for connection.”
At its core, Happy Tears offers modern tools for mindful living—including the bilingual Happy Tears: The Game, conversation-sparking apparel, vibrant accessories, and a new YouTube original series called RIPPLE, where vulnerability and storytelling take centre stage.
What is your business called and what does it do?
Happy Tears creates modern tools for mindful living. We create colourful tools and in-person experiences that help people to connect—with themselves and with each other—on a deeper, more meaningful level. Our bestselling products include Happy Tears: The Game (the first bilingual conversation card game), feel-good apparel, conversation-starting accessories, and a brand new original YouTube series called RIPPLE!
What made you want to do this work?
After working in fast-paced marketing environments, I wanted to lean more and more into my entrepreneurial side and craved creative work that resonated with me. Happy Tears is really an extension of my favourite parts of my personality: curious, colourful, and hungry for connection.
What problem did you want to solve with the business?
We live in a world where people are more connected digitally than ever before—but often lonelier than they let on. I wanted to create tools that help us to be more present, to soften, open up, and feel seen. Whether that’s through a late-night conversation sparked by a card prompt, or watching someone be brave and vulnerable on our RIPPLE series, Happy Tears is your happiness sidekick here to inspire you to build your own toolbox for resiliency and to remind you that connection is often a universal cure.
Who are your clientele/demographics?
We attract feelers, deep thinkers, and people who are tired of small talk—across very diverse ages and identities. Our community skews millennial and Gen Z, but we’ve seen our game played by parents, teachers, therapists, community organizers, and even strangers at dinner parties. If you’re emotionally curious, you’re one of us!
How does your business make money? How does it work?
We primarily sell our card games, apparel, and accessories through our website and exciting retail partners like Indigo, Simons.ca, alongside a growing list of boutiques and museum gift shops across North America! We’re also expanding into digital content through YouTube, podcast platforms, while exploring ways to grow into community events, conferences, and values-driven partnerships. At the core, Happy Tears is powered by storytelling and word-of-mouth from people who believe in the work we do.
Where in the city can we find your profession?
We’re based in Montreal, and while we don’t have a flagship storefront (yet!), you’ll often find us at your favourite neighbourhood boutique with curated gifts and home goods, or popping up at local events like Collectif Créatif Montréal throughout the year. Come say Hi!
What is the best part about what you do? What is the worst part?
The best part: Choosing a creative life and flirting with risk every day has become my blueprint; it feels like living bravely and reveals a special kind of resourcefulness and resilience that I am so proud to nurture.
The worst part: growing a small business means wearing all the hats—from creative direction to customer service to boxing up orders at midnight. But it’s worth it, you learn so much, and so quickly!
What is your favourite joke about your own profession?
We cry a lot!
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
Shoutout to OUTRUN CLUB — Montréal’s queer and trans inclusive fun run club!
