THE JOURNAL
Gathered Collab Community Spotlight
Abby - Golden Muse
To celebrate this story and Abby’s beautiful mahi, we’re offering 20% off Golden Muse pieces for the week. Discount is automatically applied at checkout.
There are some brands that just feel like sunshine. Golden Muse is one of them.
We asked Abby, the mum and maker behind this handmade beaded jewellery brand - to tell us how it all began, what it looks like behind the scenes and how she’s grown something so beautiful around motherhood.
Tell us the Golden Muse story - how did it all begin?
To me, Golden Muse is my motherhood journey. Being a mum is my dream job and I truly believe that’s part of my purpose. But in saying that, it’s so easy to lose yourself in motherhood. Golden Muse became one of the very few things that was just for me.
Creating gave me a piece of my identity back. During a time when my cup felt empty this filled my heart with sparkles and so much goodness. It brought me back to play, to colour, to joy. All the things that now live so naturally within the brand.
Are you building this around nap times and school runs, or does it look different now?
When Golden Muse was first born, I was living in Gisborne and had my village. It felt easy to dip in and out of being the maker and the mum. A few years ago we moved to Raglan, away from my village. Then my son Iggy was born and the juggle was real.
These days, I have a two-hour nap window most afternoons, and I try to crank out as much as I can during that time. When that nap is over, it’s beads down and mum hat straight back on. It’s slower than it could be, but I’ve learnt to honour that.
What’s the hardest part about juggling business and mum life?
The patience it requires. Watching other brands grow quickly and reminding myself that mine is growing around nap times, school runs, and whānau life. It’s taken a lot of inner work to accept that my pace is different - and that slower doesn’t mean less successful. In many ways, it means more intentional.
And the most beautiful part?
Golden Muse was named after my baby girl, my forever muse, Goldie. She was two when this all started and she’ll be seven this year. It’s been incredibly special raising her while also building this little dream of mine.
Golden Muse pieces are instantly recognisable - where does your inspiration come from?
In the beginning, my work was a nod to the nostalgia of childhood friendship necklaces, reimagined with a more elevated, grown-up feel. I grew up in Gisborne, a small beach town on the East Coast, and I’ve always felt an intrinsic pull to the ocean and the earth. That naturally led me to working with shells, pearls, and precious stones. Growing up, my dad was deeply involved in the Rastafarian movement on the East Coast (iykyk), and the music he played shaped me more than I probably realised. That relaxed, reggae energy has made its way into my work. These days, my biggest inspiration is motherhood. My pieces feel softer, more playful, more nostalgic - but still grounded in who I am now.
We heard about the Sophie Pearce moment… what was that like?
Honestly… insane in the membrane. It was such a powerful word-of-mouth moment. There’s something so magical about women supporting women. I sent her a link to my Instagram not thinking much of it, and the next day she shared it. I had hundreds of notifications. New followers. Orders coming through. I just remember thinking - holy moly!
What’s something people don’t see?
That it’s definitely not as glamorous as it might look. The official Golden Muse uniform is serving Adam Sandler realness 7 days a week.
Has there been a “this might actually work” moment?
When my friend Jonique from Waiapu Road approached me about wholesaling. Having my mahi sit alongside other incredible Māori makers felt like a full circle moment. And of course, when Gathered Collab came on board as a stockist. I still get excited every time an order comes through.
And a “what am I doing?” moment?
After my son Iggy was born, I stepped away for a while. When I came back, the beaded jewellery space felt so saturated. I remember thinking -where do I even fit now? I had to put the blinkers on and stop looking at everyone else. Once I came back to what felt true to me, things started flowing again.
Where do you hope Golden Muse goes from here?
I just want it to keep growing naturally. If someone puts on a Golden Muse necklace and it makes them feel brighter, more playful, or like they’re on holiday somewhere warm - then I’ve done my job.
Dream collab?
Free People.
We’re manifesting.
What does success look like right now?
Being present for my kids. Doing the school runs. Not needing daycare. Having the capacity to show up for my
family.
Advice for another mum starting something creative?
Keep it simple. Start small. Stay curious. If a dream has been placed on your heart, it’s there for a reason.
Finish this sentence - Golden Muse is…
More than jewellery, it’s a feeling.
A little escape. Sun soaked, carefree, fun.
It’s not just the bling - it’s the story, the imagery, the soundtrack of my heart that I hope you can feel the moment it catches your eye.
Big love,
Abby
Golden Muse
Discover the range. Each style comes in different variants.
Want to Be Our Next Spotlight?
This is just our small way of saying thank you. Of giving something back and reminding ourselves that we rise by lifting each other - even in quiet, imperfect ways.
If you’ve got a small biz, a project that needs eyes, a fundraiser for someone in need, or you know a local legend who deserves a quiet spotlight – we’d love to hear about it.
Flick us an email at ordersgatheredco@gmail.com or send us a DM on Instagram @gatheredcollab
Lots of love and gratitude,
The Gathered Collab Team