6 minute read
COOKWARE & TABLETOP: CERAMIC TREASURES
CERAMIC TREASURES
Making magic at Mud Australia.
BY MICHELLE HESPE
The steady growth of Mud Australia
The first Mud store opened 18 years ago and the company now has 12 stores across the world, all with solid communities built around them. Personal service is one part of creating, maintaining and nurturing those communities.
“When people first step into a Mud store, it can feel a little overwhelming as we have 19 colours, but our team is there to walk people through the process and help them to find what feels right,” Simpson explains.
“We never want the experience to feel transactional. Ideally, by the time a customer leaves, it feels like they’ve just spent time with friends. There’s a warmth, a sense of ease and connection we hope they carry with them—something memorable beyond the product itself.”
Although the ceramic products—all created with porcelain clay from Limoges, France— are the stars of the show, Simpson says that what makes Mud such a great place to be, is the people.
“There’s a shared passion and care that runs through the business. We’re all invested and that creates a special energy.”
She shares a story from Mud’s New York store that captures that caring nature of the company and its staff.
“A cab driver came in every couple of weeks, always quietly and consistently. Over time, we learned he was collecting pieces for his new wife. It was an arranged marriage and she hadn’t arrived yet. He wanted their kitchen to be beautiful and welcoming when she did. It was such a thoughtful act and it really moved us. That kind of care and intention is something we all feel deeply.”
Sustainability is another pillar of Mud’s guiding principles.
“From the beginning, we’ve been conscious of waste, especially in how we manufacture,” Simpson says.
“Over time, as the business has grown and we’ve had more resources, it has become something we actively prioritise. Every time we develop a new product or open a new store, we ask ourselves how we can do it better and more responsibly.”
Manufacturing is all done at Mud’s own facility in Australia.
“This means we can oversee every step of the process, minimising waste at the same time as making sure our values are reflected in what we do. We are proud to not only be a carbon neutral company since 2020, but also climate neutral, which means we account for all GHGs in addition to carbon dioxide.”
Becoming a gia Global Honouree
Simpson explains that the gia application process gave the team time to pause and look at how far they’ve come. “It’s easy to get caught up in the momentum of day-today operations, so taking that step back was grounding and inspiring,” she says.
Despite the company’s solid growth and reputation, being honoured as one of the best retailers in the world came as a surprise.
“When you’re deep in the day-to-day building of a business and celebrating 30 years on top of that, you’re not thinking about awards. To receive a gia award was an unexpected and truly lovely recognition, especially for our incredible retail staff who bring so much to what we do. It’s a meaningful recognition of the work we’ve put in over the years and it reinforces that our values—quality, sustainability and thoughtful design—resonate beyond Australia.
“Our team was thrilled at the win and there was a real sense of pride. We also had so many kind messages from our customers, so it felt like a shared win—not just for us as a business, but for the whole Mud community.”
Simpson says that attending The Inspired Home Show and participating in the gia awards program was a real eye-opener.
“It was inspiring to see so many like-minded people coming together, each with their own unique story and approach,” she says.
“Being surrounded by other winners, the gia experts and industry leaders gave me a fresh perspective on how we can evolve while staying true to our roots. It also reinforced the importance of community and collaboration.”
Connection between people, products and stories
Simpson explains that social media is incredibly important for Mud Australia.
“It’s a key channel for connecting with our community and showcasing the craftsmanship behind what we do. Combining product with storytelling resonates with our community.”
One highly successful video series showcased the making process, not just the final product.
“People loved seeing the behind-the-scenes work and understanding the care that goes into each piece. We also did a ‘meet the team’ feature, which helped put faces to the brand and connect people to the human side of Mud.”
Although its online presence continues to grow (Mud has more than 80,000 followers on Instagram and 10,000 on Facebook), Simpson believes that people will always want to connect in person.
“There’s something timeless about being able to pick something up, feel the weight of it, have a conversation about it,” she says.
“Online is convenient and it’s an important part of our business, but we’re always looking for ways to bring people back into the physical store, to create a sense of community and experience. That’s where the real magic happens.
“We’re very much a hands-on business and that will never change: our products are made by hand and that human touch is at the heart of everything we do. However, we’re also practical and if automation or AI can help us with production planning and supporting our team, we’re open to it. We use technology to enhance the way we work, not to replace the craft that defines us.”
Mud Australia has such a strong brand, because for three decades the focus has always been on doing one thing well: creating beautiful, handmade ceramics.
“Within that, there’s room to explore, innovate and offer a considered variety of pieces. Ultimately, it all started with what I needed personally—a product that was both functional and beautiful—and that continues to guide us today,” Simpson says.
“As the world increasingly moves online, we remain committed to offering meaningful, instore experiences. For us, it’s about creating spaces that invite connection between people, products and stories.”
To learn more about Mud Australia, visit mudaustralia.com. For more information about the gia retail program and participating in 2025-2026, contact Piritta Törrö at piritta.torro@inspiredconnection.fi or visit TheInspiredHomeShow.com/Awards/gia-Retailing
