Regional Creative: Melanie Muddle of HoutenPlank

By Christina Atherton

With so many of us are searching for that illusive work/life balance it’s refreshing to see someone who has been able to achieve that while creating a thriving small business from her passions. Based in Redhead, south of Newcastle, Melanie Muddle of HoutenPlank has managed to create an inspiring business that combines her love of food styling, woodwork and Dutch heritage while allowing her to spend precious time with her family. Here she shares an insight into her fledgling creative business and how she got to where she is today.

Tell us a bit about your background.

I’m a small town, big family kind of girl. My dad, a scientist come oyster farmer, moved the family from Sydney back to my mum’s hometown on the Tillegery Pennisular when I was young. I spent a lot of time outside, building bush cubbies, riding repurposed bikes from the dump, eating wholesome food and hanging out at the oyster block.

I’m a third generation ‘Dutchy’. My Oma and Opa came to Australia in 1952 and have been a big part of my life. It was my Opa who started the family oyster farming business and even in his nineties, he continues to demonstrate that working hard is in our genes. My family heritage is something I cherish and it was important for me to incorporate this into my business.

Inspired by a 1980’s food styling video at school, I decided I wanted to be a food stylist. After chatting to my science-loving dad, I shifted my focus to becoming a dietitian and took myself very seriously at uni. Soon after graduating I was surprised to find that typical dietetics wasn’t for me. I spent the next decade working in corporate dietetics, I enjoyed a stint in private practice, I met my husband at ‘The Worlds Biggest Disco’ and eventually returned to a management position in the Health and Wellbeing division of Sanitarium. And then came our babies.

What made you want to start your own business?

I loved my corporate job but motherhood has a way of changing your perspective (often without your permission). I tried to balance everything when baby Eve arrived, but it was impossible. I found myself without work and I knew that I had an opportunity to rethink and reshape my career, a moment to pause and contemplate.

Like many mums, I wanted to find the elusive balance between work, mothering and life in general. I wanted to do something was fulfilling and fun, that was aligned with my passions and that positioned me to continue to learn and grow.

How did you come up with the idea of HoutenPlanks?

I have always loved food. I think about it A LOT. I find food photography mesmerising and adore quiet time with food literature. I had watched that the ‘serving board’ trend become entrenched in food styling. I noted that recipe books, food magazines and cafes where using serving boards frequently. Food commentators were talking about the popularly of share-plates and the decline of entrée-main-dessert dining. Jamie Oliver centred his styling on painted serving boards and people couldn’t get enough of it. I knew that with time, the serving board trend would permeate households, generating demand for such products. I knew that ‘fashion for food’ was on the agenda and that HoutenPlank, which is Dutch for ‘wooden board’, could meet this growing market need.

How did you get started?

My husband Brad often scoffs at the depth of my research and detailed documentation. He’s a ‘get-in-there-and-get-stuff-done’ kind of guy. I’m the opposite and don’t mind generating a spreadsheet or trying to articular market insights. My second baby Esther arrived and I’d spend nights dreaming and working on my business plan. On weekends, in between breast-feeding, I’d slip down to the workshop to start prototyping. Brad was incredibly patient and supportive. He had a few doubts about my woodworking capabilities but nonetheless allowed me to use his tools. He always believed in what I was trying to achieve. He collected discarded workshop furniture from construction sites until we had built a functional little workshop. One sleep-deprived year later, I finally had a plan and the confidence to launch my business.

What are the pros and cons of running your own small business?

HoutenPlank provides me with a platform to do what I love. It seems that I’ve finally found my ‘groove’. After previously struggling with work-life balance, I’m happy to be able to control my workflow and how work impacts my family life (well, most of the time). More recently, I’ve relished the freedom to support my friends and family when they’ve needed it. I’ve enjoyed connecting, supporting and being inspired by local creatives. I’m also thrilled that spending hours on Pinterest and Instagram is now considered productive market research!

Business administration is my foe! Lauren Hung from The Black Line penned my new motto “face it or face-plant in it”. Bookwork, quoting and filing are not my favourite things but I’m learning how to effectively manage these tasks. I also find it difficult to manage growth with limited capabilities. There’s a constant re-evaluation of how to increase production without stepping outside my brand values. Growth is exciting, but also anxiety provoking. Most of the time I am ‘one-girl-in-my-garage’, both a pro and a con on many levels.

What has been your proudest achievement to date?

I wish I could tell you about my proudest achievement, but it’s still under wraps. What I can say is that I have won an unearthed competition and have developed a collaborative product, which will be available Australia-wide later in the year. This is groundbreaking for my business and I am preparing for a crazy, busy, exciting few months. I can’t wait until I can share more about it.

Has social media played an important part in growing your business? If so, how?

Social media has been an essential tool to create buzz about HoutenPlank. It’s been a cost effective way for me to increase brand awareness, encourage word of mouth, expand my reach, share my story, show my products, develop my style, engage in conversations and build relationships. I’m constantly amazed at the connections, opportunities and friendships that social media can forge. It’s a daily thing for me and I’m now at the stage of developing a social media strategy and calendar to help ensure it’s easy for me to reap the benefits of this medium.

What advice would you give someone thinking about starting their own creative business?

I’ve mentioned that I’m partial to research and planning. I believe that a well thought out business plan is an excellent launch pad for a creative business. I’ve recently looked back at my initial plan and while much of it now seems irrelevant, it was critical in the beginning. Don’t make the mistake of planning yourself in circles. There’s a time to plan and a time for action. A good business plan forces you to think differently, to stretch your ideas, to anticipate the challenges, to understand the market place, to be realistic in your financial forecast, but most of all it gives you confidence to take a chance to be successful at doing something that you love.

Now that I’ve rabbited on about planning, I’ll sum up a few other thoughts…be open-minded, invest in building relationships with stakeholders and customers, embrace collaborations, have a ‘roll-with-it’ attitude, don’t put all your eggs in one basket and never forget your raison d'être (reason for being).

On a quest to live a more creative life, Christina loves any type of crafty project and has tried everything from watercolours and flower arranging to paper craft and calligraphy. She has an unhealthy obsession with Instagram and when not working in freelance travel and lifestyle PR, spends her time as a mama, wannabe photographer and magazine junkie. She currently coordinates CWC events in Newcastle.

Regional creative spotlight: Kamisha Refalo – Little Wren Flowers

By Christina Atherton

Having recently made a sea change from the big smoke, I’ve noticed an abundance of local creatives doing incredible things across regional Australia, highlighting that you don’t need to live in a major city to fulfil your creative passion.

One such creative is Kamisha Refalo from Little Wren Flowers in Newcastle who is pushing the boundaries when it comes to creative floristry. Her bespoke work can be seen across retail outlets, cafes and magazines as well as weddings and special events. Here she shares some insights into running a small business and her creative inspirations.

Tell us a bit about your background? How did you get into floristry? I’ve been working in the floristry industry since I was 17 years old. My first job was at Roses Only in Chifley Plaza, Sydney. I felt like this would be the perfect ‘earthy’ job for a young country girl in the big city. I stayed there for a few years before moving back home to Bellingen on the north coast of NSW.

After that, I dabbled in the industry for a few years but never felt confident or ready to branch out on my own. It wasn’t until my partner and I travelled around Australia with our sons then 1 and 3, that I really gave some thought to starting my own business.

When we returned to Newcastle, I started Little Wren Flowers from home with just one client – Saluna Café – who I still work with today. From there, it grew really quickly and, with plenty of wedding requests and clients coming in, I moved into our studio on Darby Street.

What was the motivation behind starting Little Wren Flowers? Essentially it was to create something that could be flexible around my young children – at the moment I work part-time which I’m really grateful for. Rather than have a typical shopfront, my flower studio is by appointment only which means I can be more flexible with my hours. I never thought Little Wren Flowers would turn out to be as creatively rewarding as it is, which is great. I really love working for myself and am thankful that, at this stage, the business isn’t driven by money.

You have a really unique approach to floristry and a great eye for detail. Where do you get your inspiration from? I get my inspiration from the flowers. If you have fresh, beautiful blooms to work with, nothing can go wrong. I love natural, true-to-form arrangements – this style of floristry comes easily to me and I love that it resonates with so many people, too. In addition, living so close to the country, I am lucky enough to be able forage and handpick ingredients on a weekly basis.

How do you keep yourself creatively challenged working in a small regional business? I’m lucky that I have great clients who make me think outside the box each week. Creative collaborations are great, too, as they challenge what is possible. Social media keeps me on my toes and the changing seasons help as well, as I get to work with flowers and foliage that may often only be available for those few months each year.

What do you love most about running your own creative business? I love having flexible hours to suit my home life. I love the control and being able to drive Little Wren Flowers in the direction that is right for me. I also love the freedom to work at my own pace and indulge, at times, in creative ideas. Floristry is a very satisfying job – it’s about making clients smile using the beauty of a natural medium.

What are the challenges of running your own creative business? Like most creative people, I find bookwork and quoting on jobs can be challenging – I try very hard to please everyone! The other big challenge is to not take on too many overheads. I don’t want money to be the sole motivation of the business. At present, we only buy for clients so there is very minimal waste or loss.

I also currently have three amazing casual staff at Little Wren Flowers and we all work really well together. As the boss, I am always learning how to make my team more comfortable and happy after each big project. My aim is for my staff to genuinely love what we do and never feel like it is just a job for them.

Do you find there are any differences between working in a regional area compared to a big city? For sure! Everyone is so supportive in Newcastle and I get such great positive feedback from the locals. I couldn't imagine living in a big city, let alone operating a small business there! We have it made in Newcastle - everything is close enough that it’s rarely stressful. The furthest we ever travel is an hour-and-a-half to the Hunter Valley to set up weddings. Unfortunately the drive to the Sydney Flower Markets is a mission from Newcastle. I would love for the Sydney Flower market to be more accessible.

Is there are a strong creative community in Newcastle? Does this help with your creativity? Yes, the creative community here is very strong and inspiring. I collaborate regularly with a number of different people and am grateful for each and every opportunity. I just wish I had more time! There are so many awesome creative projects, openings and markets happening in Newcastle every day.

What does a typical day at work look like for you? I have three types of days. A typical market day sees me wake at 2:30am and drive to the Sydney Flower Markets. It’s a 2.5 hour drive each way, so I usually get back to the studio around 9:30am and unload all the flowers and group them according to events, weddings and our weekly clients. If there’s time, I head home for a nanna nap, then pick up the kids from school at 2:45pm.

A typical creative day in the studio making up wedding flowers often means I work back until 9/10pm, just to make sure everything is perfect. A wedding delivery and set up day starts at 5-6am to dress all bridal flowers, make any delicate crowns or hair flowers then pack the flowers into cars and head out to the wedding venue, usually by 2pm.

A typical studio day starts by getting everyone to school then heading into the studio by 9am to check emails. I then create any orders and weekly clients orders, deliver those then pick up the kids and head home, or stay back late and get on top of quoting and paperwork.

I love the variety of my days, so I guess there is no typical day other wise this job/career would not suit me. I love the ups and downs and the many different briefs and ideas that get thrown my way.

What are your big plans for 2015? To move to a larger studio and buy a cool room – which would be heaven. I also have some creative weddings booked which I am really looking forward to getting my hands dirty for this year. And I would love to grow more flowers!

{Photos by Hannah Robinson}

Having swapped the big smoke for coastal life, Christina Atherton is on a quest to live a more creative life and shine the spotlight on regional creatives. She has an unhealthy obsession with Instagram and loves any type of creative project having tried everything from watercolours and flower arranging to paper craft and calligraphy. When not working in PR, she spends her time as a mama, wannabe photographer and coffee addict. Christina is also the CWC Event Host in Newcastle, NSW.