Stephanie Norman can hold her breath for three uninterrupted minutes. It’s a skill she’s put to the test countless times in her career
She’s plumbed the depths of swimming pools and university aquariums. She’s starred in an underwater music video for recent Order of Canada recipient Heather Rankin. She’s even gotten a shoutout from Stephen Colbert(opens in a new tab) for her aquatic endeavours
Like most people, Norman works with a uniform, but it’s not the typical suit and tie or nametag; it’s a massive fish tail that can weigh anywhere from 20-to-50 pounds
The tail, which can cost between $3,000 and $6,000 USD, is a key part of Norman’s job. When she slips it on, she transforms into Raina the Mermaid, a fixture in Halifax events for more than 15 years
“I got into the hobby as a way to cope with chronic pain,” Norman said. “Swimming was a good way to cope with that. I saw a few women doing it online and they really inspired me. I did it as a side thing in university.”
“I got into the hobby as a way to cope with chronic pain,” Norman said. “Swimming was a good way to cope with that. I saw a few women doing it online and they really inspired me. I did it as a side thing in university.”
Her side hustle eventually bloomed into a full-blown business(opens in a new tab) with multiple mermaids and opportunities around the Maritimes and beyond. But after years marked by growth as well as setbacks, Norman is swimming into the sunset and saying goodbye to the mermaid business, at least as a full-time occupation
“The pandemic put the brakes on (us) especially because we were gig based,” Norman said. “A lot of the local economy totally shifted and pushed out the work we were trying to do. Insurance tripled. In Nova Scotia the funding was cut for many pools and during the off season that was our bread and butter.”
Stephanie Norman is well-known as Raina the Mermaid in the Maritimes. (Source: Stephanie Norman)
Norman started her mermaid work as a part-time gig, but when she graduated with a Bachelor of Education in 2012, the ongoing economic headwinds made her reconsider her path
“Nova Scotia blocked new teachers the year I graduated, there wasn’t even sub work,” she said. “I’d worked my whole life to be a teacher and there were a lot of roadblocks
“I went for employment counselling…and my counsellor redirected me to the mermaid thing.”
Norman dipped her toe into the work, starring as a mermaid in numerous events across the Maritimes. In 2015, she and her company got a massive break: a $10,000 grant
“That was big back then,” Norman said. “I was up against hundreds of other people. I’m just a girl with a mermaid tail trying to make a kid’s dream come true
“I hired more mermaids, I started giving lessons at pools, we partnered with Dalhousie and got access to this big fish tank. I sought out more ways to grow and legitimatize.”
Stephanie Norman is stepping away from her mermaid business. (Source: Stephanie Norman)
Norman’s growing business allowed her to take on more gigs throughout Canada and even the United States. Along the way, she launched a YouTube channel(opens in a new tab) that just earned more than 730,000 subscribers
That channel became a focus for Norman as the pandemic brought her business to a halt. She ultimately decided to wind down the company after 16 years so she could divert more attention to her family and other endeavours
“As sad as it is, it all happened when I unexpectedly became a mother,” she said. “I had a beautiful baby boy. I started carving out this niche for myself on YouTube sharing my journey.
“Even though this front-facing booking company is closing, the YouTube end of it is booming.”
Throughout her career, Norman often turned to Halifax social media sites like Reddit to share her story. She recently wrote a post(opens in a new tab) explaining her decision to step away from the business
“I felt like everything came to a halt in an uncontrolled manner,” she said. “I never got to say goodbye, so I made that (Reddit) post. So many people shared their stories. It was the closure I needed.”
Norman plans to do sub-contract work and continue evolving as a mermaid performer. She encourages anyone curious about the fishy career to take the plunge
“My whole YouTube is about empowering people to try this,” she said. “It’s like becoming a different version of yourself. My real big message is that play has value, imagination has value
“As adults we need to get back to prioritizing play for ourselves because it’s so good for our health. Everybody needs their piece of play.”
