Aussie mum launches designer bag brand to take on major labels - created for busy Aussie women

From the boardroom to the beach, household chores to dinner, modern women juggle countless roles and now there's finally one bag designed to carry it all. This month, Gold Coast entrepreneur Cindi Greentree launched Hustle & Grace Official, a coastal-luxe lifestyle brand with a mission to solve the daily chaos of modern living through emotionally intelligent design.
 

At the centre of the launch is the brand's system of products designed to simplify and support the busy life of a woman, the Iluka Tote, a premium hybrid bag retailing at $469. Crafted from eco-luxe vegan pebble leather with gold hardware, it blends refined aesthetics with intelligent functionality: padded laptop sleeve, insulated food and bottle compartment, RFID-blocking card slots, convertible straps, built-in charging port and wipeable beauty pocket, all in one seamless design.
 

"For years I lived the juggle, school lunches at dawn, boardrooms by midday, flights on Fridays and still wanting to look polished for dinner," Greentree said.
 

"I was tired of switching between three different bags. The Iluka Tote is the solution I wished existed: one beautiful, intelligent bag that adapts to every role women play and the places they play, corporate, travel and socialising. Products created from real lived experience are often the ones that resonate the most and that's why I believe Hustle & Grace will succeed."
 

The hybrid bag for hybrid lives
 

Hustle & Grace Official captures the spirit of coastal luxe, refined but effortless, polished but practical. Its unique point of difference lies in marrying authentic lived experience with functional calm in the chaos. The Iluka Tote and future products like the Kirra Tote and Charcoal Flask are created by a woman who actually lives the hybrid life, ensuring every feature solves a real pain point.
 

Beyond convenience, the brand is about confidence. By removing the stress of forgotten items, leaks, dead phones, or mismatched styles, Hustle & Grace empowers women to move fluidly through their day without compromise.
 

Finally, Hustle & Grace has designed and delivered a bag that is designer, luxurious, practical, stunning and flexible, a true reflection of the modern woman who does it all.

"The challenge with many bag products in today's environment is that they tend to meet the needs of one requirement in life. The bags built for practicality tend to deliver on function but not form," Greentree said.
 

"I wanted to create a bag that delivered on both form and function and the Hustle & Grace Iluka Tote does this and for a reasonable price given its quality and presentation."
 

Greentree said the Iluka Tote is the first of many products within the Hustle & Grace system that will see the brand become a national and international household name, one bag, one product at a time.
 

About Hustle & Grace Official
 

Founded in 2025 on the Gold Coast by Cindi Greentree also affectionately known by her childhood name of Illuka, Hustle & Grace Official is a purpose-led lifestyle brand creating a coastal-luxe, emotionally intelligent system of carry goods for modern women. Its hero launch product, The Iluka Tote, sets a new standard in hybrid luxury, polished, versatile and designed by a woman who understands the rhythm of modern life. The brand's vision is to expand into seasonal colourways, accessories, and future designs like the Kirra Beach Tote, building a global community of empowered women who embody both hustle and grace.
 

Handles
 

Website
https://hustleandgraceofficial.com
 

Socials
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