The Kiwi eco-entrepreneur making a difference one bag at a time

From the moment Shelley’s Texan husband Rod first took her to Mexico’s Yucatán Peninsula she felt a connection with the town of Tulum. 

“Rod had spent a lot of time in Mexico growing up, and when our son was almost two, we travelled as a family to the Yucatán Peninsula. It was during this visit that I fell in love with the town of Tulum. The mix of the Mayan ruins, jungle, and sandy beaches deeply resonated with me, and I was struck by the similarities between the Mayan and Māori cultures.”

Little did Shelley realise, this trip would be the beginning of her entrepreneurial journey which would lead to her launching her brand Tulum 2U, a sustainable boho chic brand which offers a range of high-end eco-friendly beach bags, totes, and clutches, unique handmade coverups, exotic body/room/linen sprays, and luxury throws/towels all of which capture the essence of Tulum. 

“Creating these designs was a journey filled with inspiration. Much like writing a song, I was inspired by musicians which helped me craft my songwriting and Tulum 2U was no different in that I was inspired and influenced and my designs were about channelling the essence of the Māori and Mayan cultures in a way that was genuine, respectful, and beautiful. It’s cool to see how the two cultures, despite being so far apart, share common threads in their stories and connection to the land. It showed me how diverse and yet similar human societies can be.”

Not only beautiful, the bags and totes which form the base of Shelley’s brand are also all made from 100% recycled material, giving new life to materials which would otherwise end up in landfills or oceans.

“Right from the word go, the quality of the recycled plastic and the weaving of each product has been extremely important to me. All our plastic is sourced from hospitals and local businesses in Mexico that would otherwise end up in landfills or the ocean. The process commences with the sourcing of medical-grade plastic, which is then skillfully woven by artisans using traditional techniques cultivated and refined over generations.”

“I have experienced first-hand the impact plastic has after it winds up in the ocean. Every May the turtles migrate to Akumal on the peninsula to lay their eggs. I have witnessed the beautiful moment when the eggs hatch and the baby turtles struggle to find their way to the water’s edge. It’s heartbreaking that some of these turtles won’t make it simply because they will become entangled with plastic in the ocean. I feel very blessed to be in a position with my business to make a difference to our planet, even if it is just one stylish bag at a time!”

Building a business hasn’t always been easy and Shelley says one of the biggest challenges has been ensuring she has a healthy work life balance. 

“I was a woman heading into her fifth decade starting a business from scratch with zero experience in the manufacturing or retail worlds. I was completely out of my depth, and on top of that I had an eight year old son. It’s easy for the business to take precedence if you’re not careful. What has truly been a godsend is building a network of mentors and tapping into the minds of fellow entrepreneurs. Women especially have been incredibly generous with their time and expertise, which has been crucial to the continued growth of my business.”

Despite the challenges Shelley says she’s proud of her journey especially when she reflects on how far the business has come. Having established a foothold in the US market, she’s now looking to introduce Tulum 2U’s bags into stores in NZ and Australia and wants to continue to unite people through sustainable fashion. 

“My intention when I launched the brand was to honour where I came from and where I had landed. Surprisingly I have been approached by strangers from places like Africa, India, and Asia, admiring the designs and likening them to something they used to make when they were younger.  I always feel humbled by their enthusiasm and how they love to share their story with me.”

You can check out Tulum 2U’s full range here For a limited time Kea members can receive free shipping by using the code KEA at checkout.