Article: Celebrating 10 Years of Mainie
Celebrating 10 Years of Mainie
A Journey of Culture, Creativity and Purpose
On 7 August 2015, Mainie launched its very first collection of Luxurious, Authentic, Unique Aboriginal designed fashion pieces at an exclusive event in Cairns, the tropical heart of Far North Queensland.
Ten years on, we proudly celebrate this incredible milestone, a decade of sharing ancient Aboriginal Dreaming stories through ethically made fashion that keeps alive artisan traditions, empowers women artists and showcases the beauty of the world’s oldest continuous living culture.
Mainie Australia Launch Event Fashion Performance, 7 August 2015, Nancy Nona - Model
A Dream with Purpose
Mainie was born from a deep respect for Australia’s 65,000-year-old Indigenous cultural heritage and a belief in the power of fashion to tell meaningful stories.
At the heart of our mission is a commitment to support Aboriginal women artists to earn an independent income from their own work - work that is rich in ancestral knowledge, spiritual meaning and cultural identity.
Each Mainie piece begins as an original artwork painted by a First Nations woman, often living in a remote desert community.
These artworks are more than beautiful designs; they are sacred narratives passed down through countless generations.
By bringing these stories to life on luxurious natural textiles, we help ensure that ancient cultural traditions continue to be seen, valued and preserved for future generations, not in a museum, but in the world, worn with pride and purpose.
Behind the Scenes, 2015 Photoshoot: Maria Morrison - Makeup, Charmaine Saunders - Mainie Founder, Nuri Cummins - Model, Pip Miller - PR, Veronica Soraya - Blueclick Photography
Trade Fair – Sydney 2015. Founders Charmaine Saunders & Denis Keeffe
Sustainable, Ethical & Inclusive
Our signature collection of artisan handcrafted silk and fine Australian Merino wool scarves and garments is made from natural, biodegradable fibres, using sustainable and ethical production methods.
We have also introduced a range of vegan-friendly Modal scarves made from eco-conscious plant-based textiles. These beautiful, digitally printed pieces offer a more accessible option for customers seeking ethical fashion that makes a statement.
Every Mainie piece is more than just fashion, it’s a story of Country, culture and women's creativity.
Front Page Cairns Post 2016.
Leading Australian First Nations Model, Samantha Harris in Mainie, Cairns Central 2016.
A Decade of Recognition
In just ten years, Mainie has grown from a small Indigenous owned business in regional Queensland to an internationally recognised brand.
Some proud milestones include:
- Official provider of Indigenous apparel and gifts to the Australian Pavilion at Expo 2020 Dubai
- Featured again at Expo 2025 Osaka - proudly representing Australian First Nations creative enterprises on the world stage
- Leading wholesale supplier to premium retail outlets across Australia, including major cultural precincts and international airports
- Chosen by top Australian organisations as a supplier of ethical corporate gifts and uniforms
- Member of the Indigenous Art Code and Supply Nation, upholding the highest standards of ethical trade
- Inaugural winner of the Premier of Queensland’s Export Awards – First Nations Category, 2023
Mainie Sales Team, Rebecca Nelson and Yazzie Jean, Cairns Central 2017.
Behind the Scenes, Photoshoot, Cairns, 2017: Maria Morrison - Makeup, Yazzie Jean - Model
Thank You
To the extraordinary Aboriginal women artists whose ancestral designs inspire every Mainie piece - thank you for your willingness to share your stories and for your trust and your vision.
To our customers, partners and community, across Australia and around the world - thank you for walking this journey with us, for believing in our mission and for choosing fashion that truly matters.
To our small but passionate team, past and present, your dedication has made this dream a reality.
Art Gallery Opening, Cairns, 2019. Founders Charmaine Saunders & Denis Keeffe
Mainie in the Arctic Circle. Founders’ Family, Tanya Nelson and daughters, Elizabeth & Emily, Christmas 2022
The Journey Continues
As we step into our second decade, we remain as committed as ever to our founding values ofcultural integrity, fair trade and social impact.
With your continued support, we look forward to expanding our international reach, sharing more stories through art and fashion and creating lasting economic opportunities for the First Nations women artists and communities at the heart of Mainie.
Here’s to 10 years of purpose-driven fashion and many more to come.
With gratitude,
The Mainie Team
Trade & Investment Queensland Export Trade Show, Cairns, 2023. Founders Charmaine Saunders & Denis Keeffe
Premier of Queensland Export Awards 2023, Mainie Australia, Inaugural Winner 2023 First Nations Category, Founders Charmaine Saunders & Denis Keeffe with Premier Annastacia Palaszczuk
New Mainie Shop Opened in 2024 at The Pier Shopping Centre in Cairns
Mainie Fashion & Gifts on Display in the Australian Pavilion at Expo Osaka 2025
