Our Story

Hey friend,

So happy you’re here!

I’m Sarah, Sam’s wife and mum to Maddy (19), George (2), and Leonardo (1).

I spent the first decade and a bit of my career climbing the corporate ladder, but after having my second baby decided to take a break from big business to spend more time at home and have a go at starting my own side hustle. After a few years of distractions, another baby, trouble committing to an idea (perfectionists unite), and a lengthy journey navigating the puzzling world of international custom manufacturing, I still had no launch date in sight. Fed up with waiting, and feeling a bit down about it all, I set myself a challenge - could I get a different business (a side hustle to my pending side hustle, if you will) up and running, from scratch, in 60 days?... Enter MUUDI.

I started with a blank whiteboard, a few made up rules to keep me focused, and a skinny budget. I made the call early that I wanted to create a brand that served women, or more specifically millennial and Gen X women juggling everything that comes with this hectic life stage. The stage where you’re forever giving. Where you have wild stories, experiences, and lessons behind you, and big dreams for the road ahead. Where you’re riding the bumpy half of the great hormonal rollercoaster, be it trying to get pregnant, trying not to, coping with all things postpartum, or perimenopausal, or postmenopausal. Where precious time and free headspace are in short supply.

I wanted to create something that gives women just a little edge in their daily lives, helping them feel like their best, most vibrant selves. Whether it’s a pep talk to pump them up for the day ahead, support to wind down, rest, and recharge in the evening, or a wee confidence nudge to help them feel sexy and connected, I wanted the brand to be there, cheering them on, offering the 1% lift they need. Through the journey, I became obsessed with the power of sensory based self-care, and obsessed with how repeated daily rituals can impact your entire mindset and emotional experience.

MUUDI has one purpose – to help hustling women take on the world.

Our mission is to create micro rituals within existing morning and evening routines that lift the mind, body and spirit.

Candles are MUUDI’s first baby but certainly not her last. Scent and product development is already underway for future sensory indulgences, coming soon!

Oh, and in case you’re wondering… I failed the challenge. It took me 81 days from blank whiteboard to website live (60 business days, if that counts). But, that’s 649 days faster (and counting) than my previous attempt to launch a business, so I’m not too bummed about it.

I hope MUUDI becomes one of your great mates... the dependable, supportive, kind who's always up for a laugh and spicy marg.