Afshaan Jiwaji Disrupts the Legal Status Quo with Jiwaji Law
As the legal industry in Canada deals with retention, equity, and mental health, a growing number of women-led firms are setting a new standard.
These aren’t just small breakaway practices, but they are completely rewriting the blueprint for what a law firm can be, challenging long-standing norms around billing, hierarchy, and culture. They offer flexible, inclusive workplaces that prioritize purpose and people.
One such firm amid this movement is Jiwaji Law, a Canadian firm founded by Afshaan Jiwaji, a corporate and commercial lawyer and Canadian Trademark Agent. Her vision for Jiwaji Law offers a glimpse into the future of legal practice in Canada.
Honoree of Best Lawyers: Ones to Watch in Canada, Afshaan launched Jiwaji Law to honor her late father, the original founder of Jiwaji Law in Edmonton, Alberta, whose values of integrity, service, and entrepreneurship deeply shape their approach.
Instead of towering billable hour quotas and top-heavy firm structures, Jiwaji Law operates on a business-focused, human-first model that puts strategy, empathy, and long-term relationships at the core.
We spoke with Afshaan Jiwaji to hear her perspective on the billable-hour grind and the “win-at-all-costs” culture, why women-led law firms are essential right now, and how her firm’s values and structure are challenging the status quo. She ends with one little-known truth about the legal industry that no one is talking about.
1. Many women-led firms are moving away from the billable-hour grind and “win-at-all-costs” culture. Do you practice the same at Jiwaji Law, or is it different? How have your clients reacted to this?
Yes — at Jiwaji Law, we’ve embraced a values-led approach that moves away from the rigidity of the billable-hour grind. Our model prioritizes thoughtful, high-impact legal counsel that supports clients’ long-term growth, not just short-term wins. Clients have responded positively — they appreciate the clarity and sense that we’re aligned with their goals, not just clocking time. It’s about creating real value, not volume.
2. In what ways do you believe women-led firms are uniquely positioned to address mental health and retention challenges in the legal industry?
Women-led firms are leading the way in reshaping workplace culture because many of us have lived the gaps firsthand. At Jiwaji Law, we prioritize mentorship, flexibility, and belonging, especially for those historically excluded from the legal profession. By creating space for growth and well-being, we’re redefining what a sustainable and supportive legal career can look like.
3. How do you balance legal excellence while building a workplace culture centered on empathy and flexibility?
Empathy and excellence are not opposites — they reinforce each other. By creating a supportive, human-centered workplace, we are building a team that is empowered to lead with clarity, confidence, and creativity. That kind of environment doesn’t dilute legal excellence — it strengthens it. It leads to stronger legal strategy, better outcomes, and a practice that people genuinely want to be part of.
4. Have you seen a difference in the types of clients or cases you attract because of your firm’s values and structure?
Yes. Since launching, we’ve seen a clear alignment between our values and the clients we attract.
Mission-driven businesses, women entrepreneurs, and underrepresented founders across British Columbia and Alberta are seeking out counsel that understands both their goals and their lived experiences. We’re also proud to be expanding access through pro bono office hours, specifically aimed at early-stage women-led businesses and founders from historically excluded communities who may not otherwise have the means to access legal guidance.
5. What advice would you offer to other women lawyers who are considering starting their own firm but are hesitant to take the leap?
Start before you feel ready. Your lived experience is your edge, and it’s more valuable than you think — don’t underestimate it! Build your firm around your values, not outdated rules. There’s space for a new kind of practice, and if it doesn’t exist yet, that’s your cue to create it.
6. What is one law/legal industry trend or unknown secret no one is talking about?
Clients are quietly shifting their loyalty toward firms that reflect their values and not just budgets. Inclusion, adaptability, and authenticity are emerging as powerful differentiators, even if the industry isn’t talking about it yet.
Article By: Safaque Kagdi