Mustard Made, the homewares startup by sisters Becca and Jess Stern which was launched at a Sydney trade show in 2018, is about to launch into its third country, the United States!
Sisters Becca and Jess Stern launched Mustard Made in 2018
The cult homewares brand coveted for its signature colourful lockers, has grown from a lightbulb idea to a multi-million dollar business in just three years.
“Mustard has made a name for itself across the Australian, UK and European markets, and with a growing global interest in our products through the power of social media, it’s the perfect time to bring our brand to US consumers,” said Becca.
Since launching at a trade show in Sydney, with two products and six colours, Mustard has grown on all fronts. The brand now offers eight products in 10 on-trend colours, with a team of 15 located on three continents and serving customers right across the globe. Revenue has doubled year-on-year, each year since launch, a growth trajectory that is tipped to escalate ever further with Mustard’s entry into the US, the traditional home of the high school locker.
“Mustard has always exceeded our expectations, and our prediction is that the US will be our biggest market yet,” said Becca. “Mustard Made is a family business with a big heart and big dreams, and this launch is a huge milestone for us. Our community has been asking us to come to America, and we’re so thrilled to now be able to offer our products direct to our US customers.”
The sisters have reimagined the traditional locker to create a new breed of homewares for the home and workspaces. The idea was sparked by Becca’s love of vintage furniture and a need for practical storage. The lockers come in a range of brights, pastels and neutrals that complement any space, along with a growing collection of coordinating accessories.
Mustard Made is now available to US consumers too via mustardmade.com.
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While a second-generation family business isn’t exactly a unique proposition, when the business inhabits a traditionally male-dominated sphere and is run by four sisters, one can’t help but take notice. The children of Italian immigrants, the Di Lorenzo sisters (Tina, Maria, Diana and Belinda), preside over a Sydney tile empire started by their parents almost 40 years ago. And while always a successful business, it was when the daughters assumed the reins that it blossomed into the large, multi-site offering that we see today.
Left to right: Sisters Maria, Belinda, Tina and Diana
“The Di Lorenzo tile business started in 1983 and I remember spending every day there after school and on weekends. Dad would make us clean the tiles for pocket money which we didn’t like very much!” says the marketing manager and eldest sister, Tina Di Lorenzo. But all that exposure must have had some effect because years later, after all the girls had gone to university and pursued different careers (a move encouraged by their father), they began to see much more potential in the business.
“I had been working in marketing and was between jobs. Initially I committed to three months and that was 26 years ago!” says Tina. She joined the business in a full-time capacity about six months after her sister Maria who had resigned from her position as a chartered accountant at Ernst & Young. Both women could see a lot of untapped potential in an industry that was rapidly changing.
1988: A young Belinda with parents Jack and Sally Di Lorenzo when they were running the business
“Tiles started shifting from being a purely hardware product in grey, beige and white to something much more interesting. The Italian reps came and visited and showed us this whole new world of tiles,” says Tina in explaining the genesis of her enthusiasm. Up until that point, the tile scene was constrained by a couple of factors – not only was tile importation quite difficult, but the Australian market was smaller and more conservative.
Eventually, the remaining two sisters followed suit and joined the business full time. Diana, who has degree education and previously worked as a high school English teacher, is now the company’s retail showroom manager, overseeing the five Sydney locations. The youngest of the four, Belinda, has a fine arts (production) degree from NIDA and is the company’s retail merchandiser.
Upon taking over from their parents, the first project that the older two sisters oversaw was the design and build of a large showroom and warehouse – the beginning of the business’ transformation. “When my parents had the business, the showroom was nice, but it was a standard showroom. Dad was looking to build quite a big showroom and warehouse facility and asked us to design it,” says Tina who subsequently hired an interior designer to complete the job which was previously unheard of in the industry. “The showroom was like nothing you have ever seen before in Australia. We like our showrooms to be practical but also beautiful so that people are inspired to create beautiful rooms with our products.”
Di Lorenzo’s Waterloo showroom, one of five in Sydney
Gorgeous products aside, stylish showrooms are possibly another key to the Di Lorenzo success story given it’s mainly women that shop for tiles. “70 percent of our customers are female and many of our Italian suppliers have commented that our business has quite a feminine feel to it. This can be seen in many ways but particularly the way that we change our showroom merchandising every six months,” says Tina.
But while the store’s customers are chiefly female, Tina still sees the tile industry as overwhelmingly male dominated, possibly due to old-fashioned patriarchal ideas about lineage. “There are a lot of tile companies in Australia and the majority of them are family businesses that have been handed down to the sons,” says Tina. Obviously, with four sisters in the family, that wasn’t really an option for the Di Lorenzo parents!
Tina and Diana on one of many work trips to the international tile fair in Bologna, Italy
As with any family business, there are differences of opinion but it’s lovely to hear that quarrels are few. “We get along really well and have respect for each other. We all trust each other in what we do which is first and foremost part of our success. We’ve not always agreed on decisions, but we will always support each other in whatever the majority decides,” says Tina, who explains that the sisters have never had a falling out – possibly because they don’t all work under the one roof.
With the business requiring each sister to work out of a different location, they have a monthly business meeting and talk on the phone daily. And as for whether they see each other out of hours? “We actually spend quite a bit of social time together.”
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For over 25 years, the passionate team at CAFE LIGHTING & LIVING have delivered industry leading collections of designer furniture, lighting and homewares to the Australian wholesale market. Distributing to retail giants Harvey Norman, Bunnings, Fantastic Furniture, Freedom Furniture, Temple and Webster and Zanui to name a few, while also working closely with interior designers, trade professionals and renovation experts.
The family-owned Sydney company recently rebranded, extending their market to launch the CL&L Outlet Store, modernising the brand with an omni-channel customer experience standing by their mission of delivering happiness in more approachable ways to the wider Australian market.
CAFE LIGHTING & LIVING showrooms are conveniently located in Sydney and Melbourne and both were recently renovated showcasing newly curated collections of product that reflect the recent rebranding.
“We want our products to thrive in an environment that truly reflects their beauty. Our showroom is now a roomy oasis for our customers to explore and create,“ says Stephanie Musumeci, head buyer/interior stylist.
Already leaving a mark on the Australian design market, the CAFE LIGHTING & LIVING buyers work closely with interior design professionals to create statement collections of products that adapt to a variety of interior styles. From the ever-popular Hamptons coastal look to traditional and transitional interior styles.
“I knew when my clients wanted classic Hamptons, CAFE LIGHTING & LIVING were going to deliver the goods,” says Chris Caroll, Australian interior designer, presenter and author from TLC Interiors, “Nobody does it better.”
With more exciting projects in the works, 2021 will see CAFE LIGHTING & LIVING continue to deliver smart and stylish products that lead Australian interior design trends.
Love the brand? CAFE LIGHTING & LIVING products are available online via the CL&L Outlet Store or by business registration on the CAFE LIGHTING & LIVING primary wholesale site.
Not many businesses can say they’ve been designing and hand making upholstered furniture in Australia for three decades but family business Molmic can. In a market crowded with cheap, mass produced imports, this Melbourne brand has proven that people are still prepared to pay for craftmanship, customisation and quality. And even better, they make everything right here.
When you consider their longevity, it’s amazing to learn that founders Molly and Michael (yup, you can guess where the name Molmic comes from now!) McMahon fell into furniture designing and manufacturing by chance. With the combination of her background in children’s clothing and his technical engineering skills, they wanted to create a business together which was completely new and challenging.
Molly went on to Melbourne’s Holmesglen College in the late eighties to complete her furniture and upholstery apprenticeship, standing out amongst teachers and peers not only as the only female, but as a mother of three with another one on the way, amongst a younger, male-dominated group. A dedicated student, she was awarded the inaugural Reginald Muir scholarship; a study trip abroad visiting some of the world’s leading furniture manufacturers.
Celebrating a landmark 30 years in business this year, Molmic is as much about family as it is furniture. Molly and Michael’s children Anna, Alex, Anthony and John are very much involved in the business, but they also employ a pool of more than 50 talented and loyal local craftspeople and admin staff, many of whom have been part of the team since day one.
Mol and Mic centre, with the next generations of their family
“Our values are inspired by and founded on family life,” says creative director Anna McRae. “We cherish moments of energy, lives of passion and generations of trust. Our designs, craftsmanship and care are founded on the purpose of what we make – furniture that assumes an integral place in people’s lives. Not only must Molmic pieces serve a functional purpose, we endeavour to give them a life of their own.
“For 30 years now we have been inspired to design the very best in sofas and living furniture. We are proudly committed to our Aussie heritage, continuing our commitment to designing and making our lounge furniture locally in Australia.”
And if there’s one furniture purchase you want to get right, it’s the sofa!
“Your sofa is the single most important investment you can make for your living/family room,” Anna says. “For different people, a couch is variously a holder of great promise, a source of relaxation, and a vault of fond memories.But ultimately, our customers tell us it’s the place they want to collapse at the end of the day.Sofas play an integral part in people’s lives.”
Molmic’s number one core value is to produce the most loved sofas in Australia by continually sharing their family passion for sustainable design quality and comfort. And they do this through an intimate understanding of their customer’s needs by personally interacting with them.
Co-founder Michael can still be found hands on in the factory
They’re true to that old saying “buy well and buy once,” with pieces built to last and be passed down. Remember when people actually used to do that?!
“Our furniture is not throwaway, the materials we use must be ethically sourced (where possible, locally) and meet Australia’s high industry standards,” says Anna. The company makes continuous efforts to reduce their carbon footprint and produce sustainable design, which is a rarity in today’s furniture world.
In 2014, they launched the Elegant Muse collection in collaboration with interior designer and TV host Shaynna Blaze.
The Molmic Sofa Gallery store-in-store concept, launched last year in partnership with select retailers, provides customers with a breadth of product on display, showcasing the latest the brand has to offer and treat customers to different colours, textures, designs, sizes and product knowledge, all in situ.
Molmic’s most popular designs today
Aston
This contemporary sofa is bestseller with its slimline timber plinth and wider arm design. Available in many sizes, modular pieces, chair and ottoman, allowing you to pick the configuration that best suits you and your living space.
Hudson
Timeless and designed to complement any living space, Hudson’s luxurious comfort wrap feather seating gives the ‘sink in and never leave’ feel.
Shona
Their most popular modular design, Shona is all about family living.With many combinations for the perfect fit in your home, it provides high back comfort and comfy seat cushioning.
Cypress
Their latest design provides the ultimate in relaxed seating comfort. Cypress was carefully conceived from a styling point of view to span the classical/modernist gap, allowing it to fit into any environment, regardless of the preferred decorating style. In a velvet it has a classic luxury feel, in a linen or brushed cotton, a much more casual and inviting look. Modular pieces have also been added to allow the customer to create the L-shape one-arm and chaise combinations, adding more flexibility.
Ally
Scandinavian inspired simplicity, designed to complement any living space with apartment living and open spaces in mind. Featuring Molmic Comfort Support seating for added resilience and durability.
Ally on display at the Molmic Sofa Gallery in Bendigo
Rydel
Padded, feather-filled cushions in soft texture chenille evoke the inviting sink-in style of 1970s lounge seating, whilst elegant thin shelter arms create a sleek touch.
The future looks bright for Molmic. “We are excited,” says Anna. “Our new generation leadership team will see fresh energy and ideas for the brand’s future direction, diversifying and growing the Molmic Sofa Gallery in stores, expanding our product offer and distribution, cementing our key national retailers and continuing to support local economy.” New trade showrooms for Sydney and Brisbane are also being planned.
Getting into business with family is always one of those ‘Should I, shouldn’t I?’ scenarios. Obviously, there’s the positives: the fact you know each other’s strengths and weaknesses, you like to spend time together (most of the time!) and in the end nothing can ever really come between you. But on the other hand, as the saying goes: “You always hurt the ones you love!”
Jennifer Brown and Tracey Kennedy
So, do you risk it? Well mother and daughter Tracey Kennedy and Jennifer Brown did, opening their homewares store The Vignette Room in Sydney’s Paddington this year. And six months on, there’s no regrets! “I think the key to our success is that we understand where the other person is coming from and realise we both want to achieve the same goal, even if we have different paths to get there,” explains Jennifer. “For the most part, we get on really well. I think the only issue comes from a slight clash in personalities. Mum is a type-A perfectionist whereas I like to allow things to take their course a little more.”
Deciding to go into business together after they spent time designing and sourcing products for Tracey’s properties, it’s quite a jump from their previous careers. With Tracey running an engineering business (which she still does on the side) and Jennifer coming from a customer service background, they realised they both loved being immersed in the home sector. “We discovered after the projects were finished, that our blend of different aesthetics worked really well,” says Jennifer. “So we thought there was an opportunity to create something together.”
Stocking a wide range of unique products, they are displayed in a way that makes you feel like you’re inside the home of a ridiculously stylish friend. “It’s so exciting to have people walk in the door and go: ‘Wow, wow, wow,'” explains Tracey. “We get a lot of feedback about how we have lots of unique products or products people have seen before but now see in a new light thanks to the unique way they have been displayed.”
Also designing a small range of side tables which Tracey makes through her engineering business, they’re hoping to expand this range in 2016. However, that’s just one of many goals for the new year! “We have a showroom expansion happening at the start of 2016 so I think we’ll be looking to expand our own fabricated metal furniture range to include other items,” says Tracey. “We also want to expand our product offering to include some unique internationally sourced products, as well as adding an interior styling/consulting and product-sourcing arm to The Vignette Room.” The world is their oyster!
Penny Farthing Design House are bringing local artists’ work to a wider audience of customers and discovering some great up-and-comers, like Gabrijela Polic (whose latest work is pictured), in the process.
Happy So Happy
Still studying at the College of Fine Arts (COFA) in Paddington, Gabrijela’s prints of original pieces include embellishments in metallics and fine pen-work. Growing up in Sydney’s South, she credits her mother, Rose, with inspiring her to use her art for good, helping to place joy in the hearts of others.
New York
She also fills her creative cup with the deeply emotive works of Del Kathryn Barton, Ross Bleckner and Jim Hodges. While she is immensely proud of everything she has learnt since starting art school 3 years ago, the 26 year-old is keenly aware there is more to be learnt along the way. She plans to become a full-time artist upon graduation and is currently experimenting with introducing a range of materials into her work including leathers, denim and fabrics.
It’s always a good sign when you see something designed for kids and think “I wish that came in adult size!”
I think that can certainly be said for some of Goo Collection’s new children’s bed linen.
Goo started as Olive’s Tree in 2009 when Lisa Nicol failed to find a dribble bib which was absorbent enough or she was happy to have her daughter, Olive, wear. Leveraging her mother’s knowledge of sewing and fabric, she created something that was both fashionable and functional and together they hand made bibs and sold them online and at markets. They then branched out into patchwork quilts, putting a modern spin on them.
“It’s a pretty simple thing,” says Ryan Melder, “we make products from materials that are destined for landfill – anyone can do it, it’s just about having the motivation make it possible.” This is the humble nature of the Melder family and, in fact, the whole story around their recycled furniture and homewares business, Mulbury.
After years in the building industry, Gerry Melder became disillusioned by it – he’d been let down by too many contractors and had seen far too much beautiful timber go to landfill. Having always considered the environment, Gerry saw a way to make a positive out of this negative situation; turning to what he knew – “woodwork, design and construction” – he took the material destined for the dumpster and made it the source of his next venture. Thus, “Mulbury was born.”
