Explore Behind the Brand

Browse articles exploring the people and stories behind the brand.

icon-heart
Behind the brand

Behind The Brand: Carolina Lifestyle by Carolina Giraldo

At eight months pregnant with her second child, Carolina Giraldo was bedridden with stress. With her fashion brand, Carolina Lifestyle, forced to close its nine retail stores in Sydney and Melbourne, Carolina describes the arrival of COVID as if someone had turned the tap off. Having worked for close to a decade getting her business up and off the ground, COVID lockdown meant that just like many other businesses, everything Carolina had worked to create...

read more
icon-heart
Behind the brand

Behind the brand: Purebaby Founder Mirabai Winford chats to Kiindred

These days, the words “certified organic”, “ethically sourced” and “sustainable” are all no-brainers when it comes to shopping for baby clothes. As parents, we want to know what we are putting on our baby’s skin – as well as how and where it was made. However, back in 2002, it was a very different story. Mirabai Winford was searching for quality clothes for her newborn daughter when she realised there was nothing on the Australian...

read more
icon-heartmetta play
Behind the brand

Teaching our children mindfulness and compassion through play

Growing up in the United States with Indonesian parents who refused to speak English, saw Via Tendon grow up bilingual. Whether she liked it or not. These days she counts this as a blessing, however as a young girl trying to make sense of the world around her, Via admits it was something she struggled with.

read more
icon-heart
Behind the brand

Meet Liv and Lisa, the brains behind Nourishing Bubs

Real food: How it should be. Nourishing Bubs is changing the face of the Aussie baby food industry – one veggie-loving little one at a time!  Founded by Paediatric Dietitian Olivia Bates, the brand is a literal game-changer for busy parents who want to make sure they are feeding their family healthy nutritious meals – but don’t have time to make them from scratch.  “Our mission is to make it easy for parents to make...

read more
icon-heartBoody
Behind the brand

Behind the Brand | Boody with Shaun Greenblo

Soft, comfortable and quality would be the top 3 words that come to mind when I think of Boody. I personally fell in love with the product when I had my first born and was introduced to the baby onesie but that quickly extended to their stretch jersey wrap (the perfect fabric and size for little Houdini’s) and then everything else in the range – for mum and dad included! When we were filming our...

read more
icon-heartFairy Cake
Behind the brand

Behind the Brand | Bake Believe by Fiona Jones

Meet Fiona. Mum of two beautiful boys and the Founder of bake believe. It’s what I like to call the ‘Marley Spoon‘ of baking. Perfectly packaged boxes of baking essentials, delivered to your door, so that you can pull off a masterpiece for your little one’s special occasion – whether you are a seasoned baker or not! I first met Fiona over instagram and was lucky enough to receive one of her clever packages right...

read more