Courtesy of Iluka Cindi Greentree
- Iluka Cindi Greentree wanted a bag with features including insulation and charging ports.
- She designed one after seeing a TikTok video, then realized she had a business opportunity.
- This year, her company has been having five-figure months consistently and she quit her job.
This as-told-to essay is based on a conversation with Iluka Cindi Greentree, founder of Hustle and Grace. It has been edited for length and clarity.
Two years ago, I was working as a leader for a domestic and family violence crisis line near my home in Australia. The work involved a lot of travel, in the car and on planes, and I hated how I had to carry so many ugly bags to bring my lunch, laptop, makeup, and everything else I needed on the road. I’d looked for better options, but always felt like I was choosing between style and practicality.
In September 2024, I saw a video about designing your own bag. I spent about $350 on a custom tote that had all the features I wanted: internal charging ports, an insulated section for my lunch, and an easy-clean makeup bag.
When the bag arrived, it wasn’t perfect. But it was better than what I’d been using. I wasn’t discouraged; instead, I was determined to get a product that really worked. I went back to the site and designed five more options.
A business coach to help me succeed
Soon, my friends and colleagues were asking me about the bags. A few of my friends still use my prototypes to this day. My girlfriends and husband were really proud of me for thinking outside the box, and they reminded me that this idea could be something more than a bag for my personal use.
I’m not shy about entrepreneurship. I used to own three hair salons. My dad was a big entrepreneur, but every time he found financial success, he lost it. He didn’t know how to manage businesses or money. I didn’t want to repeat that cycle.
As I began thinking seriously about launching a bag company, I signed up for a business coaching course. It helped me with everything from marketing to how to use AI to streamline tasks. That was March 2025, and since then, I’ve been all guns blazing. In September of last year, I officially launched my company, Hustle and Grace.
The business grew quickly, despite hiccups
Although I invested in coaching, the learning curve was still steep. Launching right before Black Friday wasn’t a good idea. That’s a time when big businesses are spending thousands on advertising. As a little guy, you’re not going to be seen.
We made it through that, however. Sales climbed in December and January. By February, we did more than $15,000 in sales, but then there was another hiccup. Our manufacturing in China slowed substantially due to holidays around the Lunar New Year. I sold out of the bags and couldn’t fulfill orders, which led to a dip in sales in March. Today, I preorder bags to try to avoid running out.
Earlier this year, I realized that working my day job was holding me back. I’ve been preparing to make the leap into entrepreneurship full-time by saving up. Now, I’m able to grow the company while living and working on my own schedule. Being able to jump in the pool mid-afternoon or go out to lunch is wonderful.
I’m showing my daughters they can be entrepreneurs, too
Seeing our sales climb this year has been rewarding. But I’ve been even more validated by the attention Hustle and Grace has received from business organizations in Australia. These are important to me, personally, and I believe they show our customers that I’m really working for this brand to be great, for them.
My next goals are to start wholesale and break into the US market. Once again, I’m working with a coach — mentors have always been important to me, and I’m willing to spend money on mentorship as I grow the company.
My dad’s experience made me wary of entrepreneurship. I’m Aboriginal — Australia’s First Nations people — and growing up, I didn’t see any examples of successful female entrepreneurs from my culture.
I want to break that cycle for my daughters. Working on my own business has been so fulfilling, not only financially, but emotionally. I want my daughters to know they can have any career they set their minds to.
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