About By Lulu

By Lulu was born from a deep appreciation for the beauty of motherhood, home and the meaningful moments that shape our lives.

As a final-year midwifery student and ultrasound technician, I have the privilege of walking alongside women and families during some of their most cherished and transformative seasons. Through this work, I have developed a profound understanding of the importance of comfort, connection and creating spaces that feel nurturing, calm and full of love.

Yet long before my journey into healthcare, I was the little girl with a paintbrush in hand, constantly drawing, sewing, creating and dreaming. Creativity has always been woven into who I am. Whether it was crafting something beautiful, redesigning a space or bringing an idea to life, I have always found joy in creating with my hands.

By Lulu brings together these two parts of my world — my passion for supporting families and my lifelong love of creating. Inspired by the gentle rhythm of motherhood, the warmth of home and the beauty found in life's simplest moments, each piece is thoughtfully handmade to bring comfort, softness and timeless charm into the spaces where memories are made.

Our collections are intentionally designed with quality, texture and longevity in mind. From our signature sherpa cushions to our carefully curated home and nursery pieces, every item is created to be loved, displayed and cherished for years to come.

At its heart, By Lulu is about more than home décor. It is about creating pieces that evoke a feeling — warmth, comfort, nostalgia and connection. Pieces that become part of your family's story, woven into everyday moments and treasured memories alike.

Thank you for being here and for supporting a small Australian business built with love, creativity and purpose.

With love,

Heidi
Founder, By Lulu