ABOUT CRYSTAL
Unleashed Founder
I didn't start here.
Before I became the person founders call when they're stuck between an idea and a real product, I spent sixteen years in aviation.
Behind the scenes, in the operation, the high pressure, the structure, the relentless operational efficiency that keeps an industry moving. I was good at it. I understood systems, I understood process and I understood what it took to make complex things work under pressure.
But on night shift, while everyone else watched Netflix, I was building websites. Because something in me always knew there was more to it, I just hadn't worked out how that looked yet.
Then I built something real.
I was sitting around the table with my family when we pulled the traditional crackers and plastic junk flew everywhere. Nobody wanted it. Nobody cared for it. Within minutes it was all in the bin. And I thought to myself.. there has to be a better way. At the time, there wasn't. So I created one.
That frustration became the Conscious Cracker Co. A plastic-free, thoughtfully made Christmas cracker that is kind to the planet and gifts actually worth keeping. I have sold out every single year, the first 4 years were just through word of mouth.
I still remember the moment I realised it had worked. I was standing in my home watching the printer spit out thermal postage labels, label after label after label, piling up on the floor. It was that moment I understood what was actually possible when you back yourself and build something real.
I've been building ever since.
And it hasn't been without challenges. My first brand was a skincare range I started in my mid-twenties, before ecommerce was what it is today, before there were courses and communities and coaches to hold your hand through it. I figured it out by doing it. Life got busy, the kids came along, and I eventually let that one go. But the lesson stayed.
Today I run Unleashed Founder, The Conscious Cracker Co. Frothbuds, and my fourth brand is not far away. If I'm honest, I am always thinking about the next brand to create. Building is what I do.
It is how my brain works and it is where I come alive. And somewhere along the way, I discovered something I didn't expect. I love helping other people do it just as much, if not more than I love doing it myself.
Why I do this.
Because I know what it feels like to have an idea that won't leave you alone. I know the late nights, the self-doubt, the overwhelming number of decisions to make and the paralysing fear of getting it wrong. I know what it's like to have nobody in your corner who actually understands what you're trying to build.
I also know what it feels like when it works. When the labels are on the floor. When the product arrives and it's exactly what you pictured. When a stranger buys something you made from scratch and it means something to them.
That gap, between the idea and the moment it becomes real, is where I live. It's where I do my best work. And it's exactly where Unleashed Founder exists.
Based on the Sunshine Coast in Queensland, working with founders Australia-wide.
A few things about me beyond the business
I have a love of travel that started my career and never left. I find joy in the small things. I believe we are all capable of doing hard things with the right support.
I will always tell you what you need to hear, not what you want to hear. This isn't to hurt your feelings but to act as your guardrail and keep you on the right track.
Ready to work together? Book your Vision to Reality Session to deep dive into what is holding you back, or if you just need to check that I am a real person doing real things then lets jump on a quick Discovery Call first.