Founder and Creative Director of Mud Australia, Shelley Simpson, discovered her love for ceramics 31 years ago when she used her friend’s pottery wheel. The experience ignited a spark that led to a passion for creating beautiful handmade ceramics and the seed of the much-loved Australian company was planted.
Mud Australia was one of five retailers around the world named as a IHA Global Innovation Awards (gia) Global Honoree for Retail Excellence at The Inspired Home Show in Chicago in March. The gia program is sponsored and organized by The Inspired Home Show and the International Housewares Association (IHA).
“I’ve always believed that if you love what you do, you never work a day in your life,” says Shelley.
“Starting Mud Australia wasn’t just a career change, it was a meaningful redirection,” she says. “My partner, James, and I have always been creative, and it gave us the space to build something with heart.”
So many of Mud’s pieces were inspired by everyday needs when the couple’s children Violette and Spencer were young, and now the siblings also work at the company.
“Having the family involved feels like a natural continuation, and it’s incredibly special,” says Shelley. “Function and purpose were at the heart of it all, and it’s lovely to see how those early ideas shaped what Mud is today.”
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 colors, but our team is there to walk people through the process and help them to find what feels right,” Shelley 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, Shelley 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 says.
Shelley 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,” she says. “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,” Shelley says. “Over time, as the business has grown and we’ve had more resources, it’s become something we actively prioritize. 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, minimizing waste at the same time as making sure our values are reflected in what we do,” says Shelley. “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 Honoree
Shelley 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-to-day operations, so taking that step back was grounding and inspiring,” she says.
Despite the company’s solid growth and reputation, being honored 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,” she says. “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.”
Shelley 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
Shelley 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,” she says. “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,” Shelley says. “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), Shelley 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,” says Shelley. “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,” Shelley says. “As the world increasingly moves online, we remain committed to offering meaningful, in-store 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.
Sponsored and organized by The Inspired Home Show and the International Housewares Association (IHA), IHA Global Innovation Awards (gia) is the world’s leading awards program honoring overall excellence, business innovation and creative merchandising in home goods retailing. For more information about the gia retail program, the co-sponsors or participating in 2025-2026, contact Piritta Törrö at [email protected]. Additional information on gia is also available online at TheInspiredHomeShow.com/Awards/gia-Retailing.
For more information about The Inspired Home Show and to pre-register for the 2026 Show, taking place in Chicago on 10-12 March 2026, visit TheInspiredHomeShow.com.