10 Years of Love Mae | with Peta O'Neill

May is Love Mae's birthday month, and this year Love Mae is celebrating a huge 10-year milestone! We finally pinned down our ever-busy-Creative-Director Peta O'Neill and put her in the hot seat for 10 minutes. Join us as Peta reflects on the good, the learnt, the now and the future.


Which common saying or phrase best describes you?

The long of the short… when it comes to stories! ;)

If you weren’t the director of Love Mae, what would be your perfect job?

I’ve always loved the idea of being a buyer. I couldn’t think of anything better than to combine travel and seeking amazing products and meeting their makers.


Perks of being your own boss?

Deciding what countries I need to visit for inspiration and getting products made. Travelling has always been my main personal objective of owning a business.  

After 10 years of Love Mae, what stands out as the biggest highlight?

My favourite highlight was a Design Award at a trade show in New York. At the time I played it down, but secretly it meant a lot to me.

10 years of reflection, anything you would change?

I don’t regret anything, but I’ve learnt a lot from my mistakes. If I was to go back with the knowledge I have now - I’d probably do it all so differently, but I wouldn’t change a thing.


The keys to your success?

Vulnerability - Asking for help and not being ashamed of it, has taught me everything. Networking. Knowing that there is no need to reinvent the wheel, and lastly - a damn good Business Coach when the going gets really tough. 

What's the best piece of advice you’ve ever received?

Wake up and try again.

Where would you like to be in five years’ time?

In a place with more time on my hands and a whole lot more balanced.


If you could rule the world for a day what’s something that you would change?

Packaging… I mean seriously! what is going on out there? All these summits and climate change measures on a large scale, and meanwhile I see packaging on shelves that makes me cry it’s so environmentally damaging. Usually the product inside isn’t much better but let’s start with packaging first. There needs to be laws on necessity, sustainability and biodegradability of all packaging. We have the technology now for all products to fit this criteria so why aren't we enforcing this with strict environmental laws?

Of all the Love Mae characters, what’s been your favourite to date?

I love our illustration of a bird with blue spots on its wings by Meeri Anneli. You’ll find it on the Forest Folk decals and in a small bamboo bowl. Every time I see it I stop. Meeri Anneli has done some incredible illustrations for us, such as the unicorn and the dinosaurs, so many… but it is this bird that gets me every time.


Shop Peta's favourite bowl here

Planning a Dinner party, who would be your dream guest and why?

Oprah Winfrey… she’s interviewed almost every person I want to meet so I figure a few birds with one beautiful stone.

Give us the Peta O’Neil fast 10...

Reading…. Boy Swallows Universe by Trent Dalton (I’ve just started it)

Listening… Anderson Paak

Watching…. Nature documentaries with my girls

Cooking…. Spaghetti bolognaise… like every other day!

Drinking… Vodka lime and soda…

Going… camping

Doing… gardening

Dreaming… of a family trip to Europe

Designing… our next season

Thinking… of emotional growth by not thinking at all