Longtime Flaunter customers, Mustard Made, share how they are tapping into journalist search behaviour to get their brand in front of the right kinds of media.

Who is Mustard Made?

Mustard Made is a colourful homewares brand known for our signature lockers for home, work and play. Mustard launched in Australia (where I live) and the UK (where my co-founder and sister Jess lives) in 2018 and we’ve been spreading the locker love ever since. 

We’re here to help you tidy up and look good while you’re at it. We’ve reimagined old-school lockers to make them pretty and practical. Our products are designed to be used anywhere from a new baby’s nursery to a cool co-working space. With versatility and function at the core, our lockers bring colour and playfulness to any space.

We like to joke that Mustard is just a way for us to hang out more often, but it’s more than that. We’re a family business, with a big heart, big dreams and a love for lockers in all shapes and sizes. 

What work are you most proud of?

One of the most rewarding parts of Mustard has been the opportunities it has offered us to do some good in the world and help spread a little bit of joy. Giving back is part of our DNA, and it’s something that adds extra meaning to what we do as a business. We’re really proud to work with an amazing organisation based in the UK called Beam, which is an innovative crowdfunding style platform that helps provide funds for homeless people to secure housing and jobs. 

Mustard is actually the largest donor for Beam, in the next few months we’re going to surpass £100,000 donated, so that is a business milestone I am incredibly proud of!

How did you discover Flaunter? What problem were you looking to solve?

From the very beginning of Mustard we knew that our visual aesthetic would be fundamental to our brand. When you tell someone you run a business that makes lockers it can sound pretty underwhelming, but when you show them what our products look like it’s a different story!

When Mustard launched it was just Jess and I wearing all the hats within the business, so having a platform that could help us showcase our products and the beautifully styled imagery we were investing a lot of money in (for us as a tiny start-up) was a huge asset. 

How did Flaunter change the way you worked?

The old-school press release has never really cut the mustard (hehe, pardon the pun) for us as a brand. We know that our products need to be seen to be appreciated and that the true impact of our brand is all about the visuals. Sending links to a folder of images on Dropbox is all well and good for a specific campaign, but it’s the incidental coverage opportunities that get missed. 

With Flaunter we are easily discoverable for media 24/7. A journalist doesn’t have to be specifically looking for a locker (because let’s face it, how often is that likely to be the case?) they can be looking for a specific colourway or theme of image and Mustard will be presented as a beautiful option for them.

Would you recommend Flaunter to others in the industry?

Absolutely, for any visually-focused brand Flaunter is a fantastic tool. It’s easy to use, delivers great results and is an excellent platform for showcasing your brand to key media.

How has Flaunter made you and your team more productive?

Flaunter has allowed us to streamline a lot of our day-to-day media interaction, so editors and journalists can find everything they need without having to email back and forth. It has meant that our inbound media interest is less hands-on for our team. That has helped to reduce admin and email churn, which has freed the team to focus on the more proactive, creative campaigns that we all love to get stuck into.