A Peek Behind the Stripes

I thought for today’s Sunday blog I would share something more personal. A small look behind the bold stripes and bright colours of Abundant Bag Co and into the heart of the woman building this business while juggling family, creativity and all the beautiful chaos in between.

How This Business Became My Story

If you are new here, hi. I am Serena, founder, mum of two boys, ex yacht stewardess, beach lover, proud Kiwi living in South Australia, and the girl who decided to grow a business while handling mum life, marriage, school drop offs and all the unexpected moments that fill a week.

Abundant Bag Co began as a quiet spark. I wanted to create something beautiful and practical, something joyful and light, something that felt like sunshine on the days when life felt messy. What I did not expect was how much I would grow alongside this business and how much it would shape me as a woman and as a creator.

This business has stretched me creatively, emotionally, financially and spiritually. I have learned to trust my instincts, back myself, keep going even when tired and accept progress instead of perfection. I have cried over manufacturers, celebrated new colourways in my kitchen, packed orders late at night and had moments where I questioned everything. But every time I see one of you carrying your tote at the beach, on a flight or with your children, it reminds me why this business matters.

The Women Who Inspire This Business

What I love most about this brand is that it reflects the women who carry it. Colourful, resilient, vibrant, soft, bold, capable, imperfect and brilliant all at once. This business continues to teach me every day. And truthfully, I am still figuring out parts of it as I go, but that feels like the real heart of entrepreneurship.

I never wanted Abundant Bag Co to be only a bag brand. I wanted it to be a story and a community. I wanted it to reflect the idea that abundance is not about owning everything. It is about carrying what matters with confidence, joy and colour. That intention continues to guide this business forward.

Thank You For Supporting This Business

Thank you for being here. Thank you for reading these Sunday blogs and for supporting a small business run by a woman who dreams big, works from her couch and still forgets her coffee on the kitchen bench most mornings.

Here is to another week of growth, colour, creativity and carrying abundance together.

Warmly
Serena
Founder, Abundant Bag Co