The Business of Madeit

A home for Australian handmade. A platform built on purpose, powered by community, and growing with intention.

Our Philosophy

Madeit is built on three core foundations: Energetics, Mechanics & Connection. Together, they form a business grounded in purpose, structured for scale, and designed to evolve with the market.

Driven by a clear vision and mission, Madeit is intentionally designed for a future where the demand for authenticity and connection continues to rise. As technology accelerates, consumers are increasingly drawn to products and platforms that feel real. Madeit sits at the intersection of this shift. Leveraging clean, automated systems to enable scale, while maintaining space for meaningful engagement and growth.

This is not business as usual. The platform is built to be self-serve, with minimal friction and maximum opportunity. Strategic automation reduces operational load, while built-in connection points support brand loyalty, retention, and long-term value. Madeit is positioned to grow not just in size, but in strength; through smart tech, human-centred design, and a business model that scales without losing its soul.

The Evolution

We’ve had a bit of a shift since 2023, when Leina purchased Madeit after a highly successful career in fashion, having built a pureplay online brand that reached $10 million in revenue.

Shifted the platform from a custom ASP.NET build to a customised out-of-the-box solution, allowing for faster upgrades and ongoing maintenance
Introduced quality benchmarks and a formal application process to lift the standard of products being listed and showcased
Focused on community growth through multiple channels
Doubled the size of our public Facebook group in six months, now growing at 7–8% per month (11.3k members as of April 15, 2025)
Introduced our List & Learn ethos to amplify artisan growth.
Activated paid masterclasses as part of a self-liquidating advertising funnel
Implemented a premium email strategy for automated customer acquisition and retention
Transformed the visual aesthetics of the platform to reflect a modern, curated brand experience.
Transitioned all members to standardised monthly plans, replacing legacy pricing to improve cashflow and ensure sustainable revenue across the platform.
Strategic Tech & Advertising Partnerships for next phase growth

Future Scope

Our vision is to be the leading platform for Australian handmade, offering a humanised, values-led alternative to mass marketplaces. While Etsy once championed handmade, recent policy changes have broadened its categories, allowing for mass-produced goods and diminishing its focus on genuine artisans. The Verge

Madeit is strategically positioned to serve the diverse community of Australian artisans; ceramicists, jewellers, textile artists, crafters, woodworkers, and more. Platforms like Bluethumb have demonstrated the scale and appetite for niche handmade markets, with over 10,000 large-scale wall art creators. We see the potential to support over 50,000 Australian artisans across various disciplines.

This is not just a market opportunity; it is a cultural one. As consumers shift away from mass-produced goods toward more considered, values-driven purchases, Madeit becomes more than a marketplace. It becomes part of a broader societal shift.

With clean systems, built-in education, and a community-first approach to growth, Madeit is ready to scale in a way that supports both the platform and the people who power it.

In Progress

As digital tools shift and new platforms emerge, we believe the best thing we can do is keep growing too. Here's what's in work;

Upgrade of Vendor Backend to simplify product creation & improve store scope.
International & Express Shipping
Vendor analytics & product management
Instant messaging with Vendors & Customers
Self-Liquidating Advertising funnel for masterclasses to fund main advertising.
Artisan meetup expansion across Australia

VIEW TECH UPDATES

Contribution

As a business rooted in connection and community, Madeit proudly donates to the NRCF Women’s Giving Circle - supporting grassroots initiatives that tackle local disadvantage across the Northern Rivers. We believe in putting our money where our heart is, and staying actively engaged in creating the kind of change we want to see.

MAKE A DONATION

Ownership & Investor Info

Madeit is privately owned and funded by Leina Broughton through Creative Sun Pty Ltd.

While we are not actively seeking investment, we are always open to conversations with aligned investors who bring more than just capital; those who share our values and can offer strategic insight, tech innovation, or partnership opportunities to support our next stage of growth.

To connect, reach out to Leina directly via LinkedIn.

CONNECT WITH LEINA