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It’s the perfect story of a Stay at Home Mum with a hobby that goes viral. But peek behind the beautifully curated Instagram feed to hear about the real-life journey which has taken Wild Indiana from a back bedroom operation to a national brand.

It all started with a play gym made by Laura’s husband, Luke. With nine months maternity leave ahead of her, Laura began selling a few on Instagram.

Then she happened upon a certain silicone baby’s bowl, and entered the importing game.

When Covid hit and an Instagram influencer shared a post, Wild Indiana went viral – reaching seven figures and a social following of over 34,000.

Laura’s story of courage, tenacity, and a heart to help other mums – is incredibly inspiring.

Key Moments

  • 03:48
    Laura discovers her knack for selling on Instagram, before the rest of the world catches on.
  • 07:46
    A new product range enables Laura to support and encourage mums, while building a successful business.
  • 12:17
    Laura enters the world of importing and overseas manufacture.
  • 13:00
    Sales triple when an influencer shares an Instagram post – and Covid helps online purchases to soar.
  • 17:00
    Time to move house. The back room just isn’t big enough for this growing business!
  • 19:31
    After a few kinks along the way, Laura is grateful to the forgiving customers who have stuck with Wild Indiana through the growing years.
  • 22:17
    From a painful experience, Laura reshaped her business.
  • 24:00
    Laura shares some tips for Instagram marketing.
  • 29:29
    When the rubber hits the road, Laura revisits her motivations, and her idea of success.

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