Creating Purpose Driven products with Carrie Case founder, Su Graf
We chat to Su Graf about starting a mindful business, maintaining work life balance and continuing to challenge yourself.
Su Graf interview by Sasha Wardrop
Inspired by her travels Su Graf set out to create a product that facilitated a life of adventure whilst being mindful to our earth. Thus, Carrie Case was born – the ultimate partner in crime, a smart phone case designed with purpose, so that you never miss a moment. Su created Carrie Case with the environment in mind, all cases are 100% compostable and biodegradable, and the brand’s loop program ensures all Carrie’s products are part of an circular economy.
Tell us a little bit about yourself. Who are you and where has your career taken you so far?
That is a big question! Haha. I’m trying to be the best version of myself everyday. I have a creative mind which needs constant input. I thrive when I’m faced with a challenge. My career kicked off in Berlin where I worked for numerous fashion and lifestyle brands. A highlight from my work in Berlin was producing and managing events at the Berlin Fashion Week. In my mid 20’s I quit my high profile job and travelled to India, Sri Lanka and eventually I decided to stop in Australia to visit friends. I never left. Australia has been my home for the past 6 years. During this time I have been working in the marketing department of a natural beauty company. I started working on Carrie Case during the first wave of COVID, after I launched Carrie, I left my day job and now I work solely on running my own business.
What is the story behind why you started Carrie Case?
On my last trip to Europe, back when traveling was still possible, I stumbled across a phone case with a strap attached. During my trip I found this case to be extremely handy. I felt so detached from my phone the entire time, because I didn’t have to be worried about getting it stolen. My hands were free and I couldn’t drop or lose it. It was always by my side if I needed it for taking pictures or looking at maps. When I got back to Australia all my friends wanted this case too. I even had strangers stop me to ask me where to get one. I was sure they could get this sort of case online. But it turned out that it wasn’t that easy. That’s when I started to think about having a go at creating purposeful products that add value to our lives, encourage presence and make a difference to the planet.
What does a typical day in your life look like?
I try to get up as early as possible. While I’m sipping on my morning tea, I check in with myself to see how I’m feeling. I generally don’t need much to motivate myself, because I‘m usually very excited to start my day. I’ve created a great work / life balance over the last couple of months. I start my day early with desk work including customer service, social media, marketing, editing and product development. After lunch I’m dispatching orders and run to my local post office before it shuts. After work I’m training horses, which is such a nice contrast to my office work life. I love to be outdoors in the fresh air under the open sky.
Building a small business can have it’s ups and downs. What have you enjoyed most about the journey and what have you found the hardest?
What started your sustainability journey?
Sustainability has always been a big part of my life. Living using sustainable practices started when I was a little girl. I remember my mum always using baskets instead of plastic bags to carry our groceries. Recycling, composting and eliminating single use plastic has been an absolute standard practice to my life ever since. Sustainability also plays a vital role in my business. I strive to contribute to a circular economy that encourages regeneration. To ensure the highest production standards and eliminate excess waste, my pieces are made in limited quantities. I’m not perfect but I’m always looking for new ways that I can improve to minimise my impact on mother earth. In consideration of our environment my cases are made out of plant-fibre and I don’t use unnecessary plastic packaging.
What’s the best piece of advice both of you have ever received? How have you carried this with you throughout your life?
Believe in yourself and listen to your intuition. I apply this to all areas of my life.
Where do you see yourself going from here? What are your goals for the future?
I plan to keep growing and creating both on a personal and professional level. I want to continue to produce purposeful products that don’t harm the planet. I’m currently working on a really exciting new product design, which will join Carrie by the end of the year.
