Seeking advice in different areas and working together with professionals in their field is crucial as no persons knows it all.
We’ve all fumbled our phones at the worst moments—whether juggling groceries, chasing a toddler, or snapping a quick photo. For Brisbane mum-of-three Friederike Kuehn, these everyday struggles ignited a spark of inspiration.
“I was visiting family in Europe after COVID lockdowns and saw people using phone straps everywhere,” she recalls. “In Germany, Italy, France, phone straps were so popular, so I decided to buy one and try it for myself. I thought, ‘Oh My God! How did I live without this?’ It is the best travel accessory I have ever purchased.”
Back in Australia, surprised by the lack of stylish, durable options, Friederike launched RIKKA in May 2023. Her vision was to blend fashion and function with phone cases, crossbody straps, and wrist straps that don’t just work—they look good doing it. “These days our whole lives are on our phones. Whether it’s photos, emails, texting, social media, your driver’s license, credit cards, we use our phones for everything,” she says. “A phone strap makes life so much easier, but I wanted to design a range that people would actually want to wear as a fashion accessory. I also wanted to create a strap with sturdy hardware and high-quality material.”
Her standout innovation, the Universal Phone Strap solves a universal problem with flair. Nominated for the 2024 SHE-Com Awards, the Strap-N-Go set (case, strap, and adaptor) has quickly gained traction. “Being a Mum, of course I can see the benefit for busy parents who never have enough hands for anything! But our products have been popular with all ages and life stages, from teenagers to the elderly,” Friederike notes.
Building a brand with purpose
Friederike’s journey wasn’t just about creating accessories—it was about filling a gap. “I saw a need for phone accessories that combined both fashion and function,” she explains. After over a year of research, prototyping, and sourcing premium materials, RIKKA emerged with a sleek, modern aesthetic built to last. “Every detail mattered—our customers needed accessories that fit seamlessly into their daily routines without compromising on style or quality,” she says. Balancing business with family life tested her resilience. “Family is very important to me, and finding balance was crucial,” she shares. Late nights and early mornings became routine, but her role as a mother shaped RIKKA’s core: practical solutions for busy lives. “Whether you’re a busy parent, a frequent traveler, or just someone who loves practical accessories, having your phone within easy reach makes life simpler,” she adds.
Sustainability also drives her mission. “We don’t believe in fast, disposable fashion,” Friederike asserts. By prioritizing durable materials, RIKKA reduces waste while offering lasting value—proving convenience and conscience can coexist. RIKKA’s growth—up 76% year-on-year since launch—stems from smart strategies. “From day one, I knew that surrounding myself with the right people and listening to my customers would be key to growing RIKKA,” she says. Partnering with Australian female entrepreneurs, from photographers to graphic designers, built both a brand and a community. “Working with other female entrepreneurs not only helped develop our brand but also fostered a strong community,” she explains.
Customer feedback keeps RIKKA agile, while e-commerce and social media amplify its reach. Staying ahead of trends ensures designs stay fresh, but quality remains non-negotiable. “We believe in offering products that are built to last,” she emphasizes. Unlike competitors tied to single brands, RIKKA caters to iPhone and Samsung users alike—and its universal strap works with any phone. “We’re not just creating phone accessories—we’re offering a seamless blend of practicality and aesthetics,” Friederike says. Inspired by global fashion, priced accessibly, and rooted in Australian craftsmanship, RIKKA stands out as a lifestyle brand with purpose.
Pride in local roots runs deep. “By supporting my business you’re not just supporting me, you’re supporting my photographer, my graphic designer, website designer, Google Ads Manager, and so many other incredible entrepreneurial women,” she highlights.
Overcoming challenges
The road wasn’t always smooth. “Finding reliable manufacturers that met our quality standards took time and persistence,” Friederike recalls. Supply chain hiccups, tight budgets, and competing with bigger brands demanded creativity. “Competing with well-established brands meant we had to be strategic—we couldn’t just outspend them, so we had to outthink them,” she says. Balancing motherhood and entrepreneurship was the toughest hurdle. “Growing a business while raising children is probably the biggest challenge—it’s about making sure each gets the attention it deserves and needs,” she reflects. Yet, adaptability and expert advice kept her going. “No one knows it all. Surrounding yourself with professionals and being open to advice is crucial,” she adds. Her takeaway? “Success doesn’t happen overnight, and every challenge presents an opportunity to grow.”
Friederike’s advice is clear: “Identify a gap in the market and develop a product or service that solves a real problem.” Listen to customers, lean on mentors, and stay resilient. “Challenges will come, but if you’re committed to your vision and willing to adapt, it will pay off,” she encourages.
With plans to expand in 2025, Friederike’s journey with RIKKA proves that persistence, purpose, and a touch of style can turn a simple idea into a standout success.
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We chatted with Friederike Kuehn, a Brisbane mum whose “Oh My God!” moment with phone straps led to RIKKA, now growing 76% in a year. Founder’s Playbook, founder Dynamic Business
