Celebrating Our Wins.
A very special chapter for Lee Li, Leeli & Co and Leeli Design — celebrating creativity, resilience, family and recognition across the 2025 AusMumpreneur Awards.
This year’s AusMumpreneur Awards were incredibly special for me. Not only was my work recognized across six categories, but for the very first time, I wasn’t there in person. Instead, my 2D stand-in, lovingly called Flat Leeli, proudly took my place at the ceremony.
The reason? I had just welcomed my beautiful baby girl, Maizie, in July. While I was soaking in those first precious weeks of motherhood, Flat Leeli stepped in to make sure our story was still represented at the awards. It was a creative and lighthearted way of showing that sometimes, as mums in business, we find unique ways to balance both our families and our passions.
I’m beyond honored to share the results. At the 2025 AusMumpreneur Awards, I received Silver Awards in both Sustainability and Handmade Business, Honourable Mentions in Global Brand and Product Design, and was named a Finalist in the Creative Entrepreneur and B2B Service Business categories.
A year worth celebrating.
Why Flat Leeli Stood In
Although I couldn’t travel to Geelong, I still wanted to be part of the event and to celebrate alongside so many inspiring women. That’s how the idea of Flat Leeli came about. A 2D version of myself, holding space while I focused on the most important new arrival of my life.
Flat Leeli became more than just a cardboard cutout. She represented creativity, adaptability, and the resilience that so many mums in business show every day. It was a reminder that even when life takes us in new directions, our dreams and achievements continue to grow alongside us.
My Journey so far
Eighteen years ago, I began selling handmade bracelets at small craft fairs in the UK. Those humble beginnings gave me an appreciation for storytelling, craftsmanship, and the joy of creating something meaningful with my hands.
After moving to Australia, I worked in fashion, until a redundancy unexpectedly redirected my path. What felt like a setback became the spark that pushed me to create something of my own. Today, I run two businesses that reflect different sides of who I am:
- Leeli and Co — my consultancy that helps brands grow with strategy, creativity, and purpose.
- Leeli Design — my jewellery label, where each handmade piece is infused with beauty, craftsmanship, and story.
These ventures have allowed me to blend artistry with business while also being present for my growing family.
Highlights from the Past Year
This past year has been filled with milestones I hold close to my heart. I am especially proud of my handcrafted designs for Leeli Design, created to be unique, meaningful, and empowering. Another highlight was my collaboration with Super Smalls, which brought joyful and imaginative designs to life for children.
I was also honored with an invitation to Paris and Milan Fashion Week. Although I could not attend, it was a reminder of how far this journey has come. Adding to this, my upcoming book launch will share my personal story and the lessons I have learned about resilience and creativity.
Being recognized by AusMumpreneur was the perfect way to celebrate such an unforgettable year.
Lessons Learned Along the Way
This season of life has reminded me of a few important truths. Your “why” matters more than anything, whether it’s family, purpose, or passion, it will carry you through every season. Flexibility is a strength, not a weakness, and sometimes it looks like sending Flat Leeli in your place. Business milestones are meaningful, but so are the deeply personal ones, and together they form a more complete picture of success. And above all, creativity is a form of resilience. The ability to find new ways forward, even when the path looks different from what you imagined.
Why These Awards Matter
Winning Silver for Sustainability reflects my ongoing commitment to thoughtful materials and responsible design. Receiving Silver for Handmade Business feels like a celebration of the craft, care, and creativity behind every piece.
The Honourable Mentions in Global Brand and Product Design affirm my vision of creating work that resonates internationally. And being named a Finalist for Creative Entrepreneur and B2B Service Business highlights the balance of artistry and strategy that defines my journey.
These achievements belong not just to me, but to everyone who has been part of this story — my clients, collaborators, supporters, and most importantly, my family.
Looking Ahead
Even though Flat Leeli stood in for me at the awards, the recognition reflects the heart and dedication behind every step of this journey. As I embrace this new chapter with baby Mazie, I’m excited for what’s ahead: new jewellery collections, meaningful collaborations, and the launch of my book.
The AusMumpreneur Awards have reminded me that success comes in many forms. Sometimes it’s holding a silver trophy, sometimes it’s holding a newborn, and often it’s learning how to hold both with grace.
Thank you to the AusMumpreneur community for this honor, and thank you to everyone who continues to support and believe in my work. Together, we’ll keep creating with love, resilience, and purpose.
Lee Li
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