In Cree, Iskwew means woman. “Iskwew Air was named as an act of reclamation,” aviator and founder Teara Fraser explains. “A reclamation of womanhood, a reclamation of matriarchal leadership, a reclamation of language.” Now, she says, Iskwew Air is on a mission to “reimagine, rematriate, and rebuild systems that put equity, justice, and sustainability at the center.”

“It's not ‘violent, political’ or sexual in nature. Our ad is not ‘religious or lewd’ and does not portray ‘guns or ammunition.’ ‘Feminine hygiene & hemorrhoid relief’ are also banned subjects. It’s just a new mom, home with her baby and her new body for the first time. And we wonder why new moms feel unprepared.”

It's time for women to reclaim the crone archetype as a positive thing. It's also well past time society realizes that beauty exists at any age."

Our beliefs, aspirations, and morals can all be attributed to the colorful pages we excitedly soaked in during our youth. So, whether you're buying a book for a friend's child, your own child, or for yourself, make it a piece of literature that sustains and empowers women. Because, well, those little messages go a long way.