A Peek Behind the Stripes: The Heart of Abundant Bag Co.

For today’s Sunday blog, I wanted to share something a little more personal.

Consider this a 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’m Serena. I am a mum of two, a former yacht stewardess, a beach lover, and a proud Kiwi living in South Australia. I’m also the woman who decided to grow a business while navigating marriage, school drop-offs, and all the unexpected moments that fill a busy week.

Abundant Bag Co. began as a quiet spark. I wanted to create a practical yet beautiful tote—something joyful that felt like sunshine even on the days when life felt messy. What I didn’t expect was how much I would grow alongside this business.

The Reality of Being a Female Founder

This journey has stretched me creatively, emotionally, and financially. It has taught me to trust my instincts and choose progress over perfection. Behind the polished photos, there have been:

• Late nights packing orders in my kitchen.

• Stressful calls with manufacturers.

• Moments of doubt followed by the "joyful rush" of a new launch.

• The constant juggle of "Mum Life" and "CEO Life."

But every time I see one of you carrying your Carry-All Tote at the beach, on a flight, or at the park with your children, it reminds me exactly why this business matters.

Designing for the Modern, Vibrant Woman

What I love most about this brand is that it reflects the women who carry it: colourful, resilient, vibrant, and brilliant.

I never intended for Abundant Bag Co. to be just a bag brand. I wanted it to be a community. It’s built on the idea that abundance isn't about owning everything; it’s about carrying what matters with confidence. Whether you're using your bag as a nappy bag, a gym tote, or a beach essential, it’s designed to hold your story.

Thank You for Supporting This Small 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, and carrying abundance together.

Warmly,

Serena Founder, Abundant Bag Co.