Enterprise: Daisy Graze
Why they stand out online: Establishing itself as a leader in a niche category has garnered Daisy Graze a loyal customer base and a number of sustainable-product awards.
The idea behind Daisy Graze came three years ago, in 2020, when overseas travel was taken off the table. Janelle Slater and her family decided to invest in a caravan they could use for local holidays instead. “Upon fitting out our van with all the necessities, I could not find a dinnerware option that was not only eco-friendly but also lightweight, shatterproof, microwave-safe and aesthetically desirable,” Janelle bemoans.
Having identified this gap in the market, Janelle embarked on months of investigating and sourcing suppliers to create her own brand. She officially launched Daisy Graze online in February 2022 from her home in Brisbane.
The initial product offering focused on sustainable and functional dinnerware, which includes plates, bowls and cups for adults, alongside a colourful kid’s range of the same products. Janelle has since added mugs and salad bowls with leak-proof lids. “Everything has been designed to complement the home or caravan while still performing all the tasks expected of it, without harming the Earth,” Janelle avers. “All our products to date (apart from the silicone lids on our salad bowls) are made of polylactic acid (PLA), a material consisting of starchy vegetables and plants. These crops are renowned for their rapid growth and replenishing properties, making the production sustainable. And scientific studies have revealed that our manufacturing processes result in a 60 per cent reduction in greenhouse-gas emissions when compared with producing traditional plastics.”
The products contain no melamine, BPA, lead, cadmium or phthalates, guaranteeing what Janelle describes as a “safe and wholesome dining experience”. “At the end of their lifespan, they will also biodegrade in landfill, leaving no plastic traces polluting our Earth,” she enthuses.
Alongside the environmental focus, Daisy Graze’s products are also designed with practicality in mind. “The lightweight benefits of our dinnerware also include reduced weight on the body’s joints and help to keep a caravan within its weight limits,” Janelle explains. “The drop-proof quality makes them perfect for travel, picnics or entertaining friends and family. And their dishwasher and microwave durability make preparing meals and cleaning up a breeze!”
Janelle opted to take the eCommerce route to market due to the ease and lower costs of setting up. “It means we can also manage the business from anywhere in the world – or wherever our caravan is – and allows us to reach customers far and wide,” Janelle says. Having come into the eCommerce world as a novice and having to confront what she describes as her naïvety at how multifaceted it is, Janelle sees each day as an opportunity to learn and grow. This willingness to take all the lessons on board, and her enthusiasm for the project and commitment to sustainability, have resulted in Janelle garnering a loyal customer base and a number of sustainable-product awards.
“Alongside the environmental focus, Daisy Graze’s products are also designed with practicality in mind.”
While Daisy Graze is predominantly an online business, its products are stocked by many independent stores around the country. And looking to the future, Janelle is focusing on adding more stockists, along with creating further brand awareness and expanding her product range. “We plan to stay on the kitchen items and travel essentials path, as it is proving to be a popular niche,” she explains. “Growing our community of stockists within Australia and internationally is also in our plans.”
This article first appeared in issue 42 of the Inside Small Business quarterly magazine
