VISITING SWAROVSKI HEADQUATERS IN AUSTRIA

The Yes To All sign is 1.5m high and filled with Sparkling Crystals – Absolutely Stunning

Where it all Began…

My journey in the craft industry began in 1999, when I attended a weekly community creche with my newborn daughter. During one session, a Creative Memories consultant introduced us to the then-new world of scrapbooking — and I was instantly hooked. Within a day, I had signed on as a consultant. Within two weeks, however, I recognized a bigger opportunity: to create a dedicated Retail space for fellow memory keepers.

That spark led me to open the first retail scrapbook store in the southern suburbs of Brisbane, Memories are Forever, which was located in Mansfield. The response was incredible, and a second store soon followed on Brisbane’s north side. Within a year, scrapbook stores were appearing across Australia in all major cities and scattered country locations, The industry was viral.

As a retailer, I quickly identified a gap in the Australian market — high-quality plain cardstock was difficult to source. After reaching out to the United States, I secured Australian distribution rights for Bazzill Basics Paper, one of America’s leading premium cardstock brands. In August 2000, this opportunity led me to expand further, founding DownUnder Direct Wholesale Scrapbook Supplies, a wholesale business that proudly served the Australian craft industry for the next 24 years.

Life doesn’t always go smoothly and in 2004 I lost my husband to Melanoma cancer. With a then 9 and 7 yr old I had to find a way of continuing my journey alone. Being a CEO of a thriving business and a do it all Mum was a challenge to put it mildly. However that winter period, like all seasons, moved on and in 2007 the sun eventually came out again. I meet a wonderful man who had also felt the same challenges in life who had sadly lost his wife to breast cancer and together we found compassion, empathy and not long after – Romance.
We saw very quickly that in order to survive the winters you need to join the dots of the happy thoughts that arrive each day and what more to add a sparkle than a Swarovski crystal.
Le Crystelle, a French slant of “The Crystal” was founded together in 2008. Now each time I create a craft project I love to add a crystal to remind me of all the happy times that we can find when times get tough. As Daniel Swarovski once said “Swarovski crystals don’t just reflect light — they amplify joy”

Life moves forward and in 2020, during the challenges of COVID-19, I began creating SVG cut files to support my own crafting projects and opened an Etsy store. What started as a practical solution soon grew into a true creative passion. Today, I offer an extensive collection of high-quality SVG files as instant downloads, designed to help makers create with ease and confidence.

Over the decades, this industry has given me not only invaluable experiences but also lifelong friendships and a deep appreciation for the creative community. After a health scare, I made the decision to step into semi-retirement, and in 2024, I sold my wholesale business to a lovely lady who had the same passion for cardstock as I did – Jenny Sneddon. Jenny lives on the NSW Mid North Coast, and it is where DownUnder Direct continues to thrive and operate successfully.

Currently I focus on what I love most — Digital Designing where I still service businesses in many areas of the digital world, such as editing photos and memory videos from my Le Crystelle Memories Website, along with virtually assisting and supporting small business through Monk Virtual Assist.
Did someone say semi retire? I will have to look up that word Retirement one day and see what it means!

I now continue to preserve memories through creative projects of all kinds. Crafting has always been about connection, creativity, and storytelling, and I’m so grateful to continue sharing that passion with makers and crafters everywhere……..Deb

 

 

“Swarovski Crystals don’t just Reflect Light — they Amplify Joy”