ABOUT US
What is Mainie?
Mainie is a proudly First Nations–owned Australian fashion and gift brand, celebrated for its distinctive fusion of authentic Aboriginal art and luxurious, sustainable textiles.
Founded in 2012, Mainie creates timeless wearable art pieces including pure silk scarves, Woolmark-certified Australian Merino wool wraps, vegan-friendly Modal scarves and handcrafted men’s accessories.
Each piece is designed in Australia and brought to life through licensed original artworks by Aboriginal women artists from the Central Desert and Far North Queensland.
Every Mainie creation is more than a beautiful accessory - it is a meaningful expression of culture, connection and contemporary Australian design.
Ethical, Authentic and Purpose-Led
At the heart of Mainie is an unwavering commitment to ethical practice and cultural integrity. All artworks are reproduced under formal licensing agreements in strict adherence to the Indigenous Art Code. Artists retain full copyright and receive royalties from every sale, ensuring long-term economic empowerment for Aboriginal women, their families and their communities.
Our commitment to sustainability extends to our materials, with a focus on natural, renewable and biodegradable textiles including pure silk, Woolmark-certified Australian Merino wool and plant-based Modal.
Meet Mainie
Mainie’s founder and creative director, Charmaine Saunders, is affectionately known as “Mainie” to her family and friends.
Charmaine is a proud Gunggari Aboriginal woman, descended from Mary of the Maranoa, a strong matriarch whose legacy lives on through the lands, waters and people of Gunggari Country in south-west Queensland.
Charmaine’s deep connection to Aboriginal art and culture was shaped over decades of living and working in remote Aboriginal communities across Queensland and the Northern Territory.
Inspired by the strength, creativity and resilience of the artists she worked alongside, Charmaine co-founded Mainie in 2012 with her husband and business partner, Denis Keeffe.
Through Mainie, Charmaine honours her Gunggari heritage and shares it with the world.
Born on Gunggari Country
For the Gunggari People, the Maranoa River is more than water - it is the lifeblood of Country. Gunggari stories speak of Mundagudda, the Rainbow Serpent, whose movements shaped the rivers and waterholes and gifted language, songlines and law.
Through Mainie, Charmaine honours this heritage and shares the spirit of Country with the world - carrying ancient knowledge forward through contemporary design.
Journey and Evolution
Following extensive planning and market research, Mainie launched its debut collection in August 2015. Since then, the brand has evolved steadily, expanding its product range and market reach while remaining firmly anchored in ethical sourcing and Aboriginal storytelling.
Originally focused on silk designs, Mainie has diversified into Australian Merino wool and plant-based Modal to meet the growing demand for sustainable, environmentally conscious fashion - without compromising on luxury, craftsmanship or meaning.
Fashion with Purpose
Every Mainie piece embodies a simple but powerful philosophy:
- Every artwork tells a story, carrying the world’s oldest living culture forward
- Every purchase gives back, with royalties paid directly to Aboriginal artists
- Every design is timeless, created to be treasured as a wearable heirloom
Mainie creates fashion with integrity - pieces that connect the wearer to culture, Country and community.
Global Vision
Mainie Australia Pty Ltd is a Supply Nation–certified Indigenous-owned business and a proud member of the Indigenous Art Code.
- Winner, First Nations Category – Premier of Queensland’s Export Awards 2023
- Finalist, Premier of Queensland’s Export Awards – 2024 and 2025
- Official Supplier of Indigenous Fashion, Australian Pavilion – Expo 2020 Dubai
- Official Supplier of Indigenous Fashion and Gifts, Australian Pavilion – Expo 2025 Osaka
Mainie reaches customers across Australia and internationally, including North America, Japan, Singapore and the Middle East.
Retail, Wholesale and Corporate Partnerships
Mainie’s retail footprint includes flagship stores in Cairns at The Pier on the Cairns Marlin Marina and the Cairns Cruise Liner Terminal, alongside representation in leading cultural institutions and premium tourist destinations nationwide.
We are also trusted suppliers of custom corporate gifts and uniform accessories for major Australian organisations and government clients, offering meaningful, ethical alternatives to conventional gifting.
Supporting Aboriginal Women, Families and Communities
The Mainie vision has never wavered. The company remains committed to empowering Aboriginal women artists, preserving cultural heritage and sharing Australia’s First Nations stories with the world - through fashion that is ethical, sustainable and purposeful.
Every Mainie piece supports Aboriginal women, their families and their communities.
For more information about Mainie Australia, please contact us at info@mainie.com.
Customer Reviews
Mainie is a brand I proudly wear for so many reasons. I love that each scarf has a story and that I know with each piece funds go back to the woman that designed it. I adore the vibrancy of the colours and the high quality, I have had my scarves for many years now and they are so versatile from wearing them to do presentations or going out for lunch. I stand for empowering women and standing proud in your individuality and Mainie embodies this in every way.
Lesley Buckman
Our Mainie scarves have become an essential wardrobe component both at home and when travelling. They serve to elevate any outfit whilst also celebrating Australian First Nations culture with dignity and sophistication. The silk product is beautiful to wear and the merino wool is unbelievable soft and so warm. Lightweight, easy to pack and always commented on.
Tanya, Emily and Elizabeth
I love the Mainie Scarves, for myself and as the perfect gift. They are investment pieces that will be part of your wardrobe for life. I love travel and one or two scarves are always included in my luggage. They are perfect on the plane and for dressing up outfits. I take a Merino scarf for cooler climates and silk ones everywhere else. However, the very best part is the ethical basis of the brand. I know I support a woman artist from a First Nations community when I purchase something from Mainie. They look good and do good at the same time.
Jo Pyne
Introducing Australian Cultural Heritage to the World
Founded by Gunggari Aboriginal woman Charmaine Saunders in 2012, Mainie is a Supply Nation certified Indigenous Australian-owned company and an Indigenous Art Code approved dealer member. We recognise the traditional custodians of the land on which we live and work, and we pay our respects to Elders past, present and emerging.
We acknowledge the sorrow of the Stolen Generations and the impacts of colonisation on Aboriginal and Torres Strait Islander peoples. We respect the resilience, strength and pride of Australia’s First Nations people and their communities. Mainie is committed to supporting Aboriginal women artists to earn an independent income from their own work and to keep alive their traditional cultural heritage for future generations.