From the boardroom to the beach and household chores to dinner, women juggle countless roles and now there’s finally one bag designed to carry it all.
Gold Coast entrepreneur Cindi Greentree recently launched Hustle & Grace Official, a coastal-luxe lifestyle brand with a mission to solve the daily chaos of modern living through emotionally intelligent design.
“The challenge with many bag products in today’s environment is that they tend to meet the needs of one requirement in life,” Greentree says.
“The bags built for practicality tend to deliver on function but not form. I wanted to create a bag that delivered on both form and function and the Hustle & Grace Iluka Tote does this and for a reasonable price given its quality and presentation.”
Indeed, at the centre of the launch to simplify and support the busy life of a woman is the Iluka Tote, a premium hybrid bag. Crafted from eco-luxe vegan pebble leather with gold hardware, it blends refined aesthetics with intelligent functionality: padded laptop sleeve, insulated food and bottle compartment, RFID-blocking card slots, convertible straps, built-in charging port and wipeable beauty pocket, all in one seamless design.
“For years I lived the juggle, school lunches at dawn, boardrooms by midday, flights on Fridays and still wanting to look polished for dinner.
“I was tired of switching between three different bags. The Iluka Tote is the solution I wished existed: one beautiful, intelligent bag that adapts to every role women play and the places they play, corporate, travel and socialising. Products created from real lived experience are often the ones that resonate the most and that’s why I believe Hustle & Grace will succeed.”
Greentree adds the Iluka Tote is the first of many products within the Hustle & Grace brand that will see the brand become a national and international household name, one bag, one product at a time. The tote and future products like the Kirra Tote and Charcoal Flask are created by a woman who actually lives the hybrid life, ensuring every feature solves a real pain point.
“Beyond convenience, the brand is about confidence. By removing the stress of forgotten items, leaks, dead phones or mismatched styles, Hustle & Grace empowers women to move fluidly through their day without compromise.
“Finally, Hustle & Grace has designed and delivered a bag that is designer, luxurious, practical, stunning and flexible, a true reflection of the modern woman who does it all.”
