Gold Coast founder Iluka Cindi Greentree launches a coastal luxe lifestyle and mindset ecosystem designed to support modern women.
There was a time when Iluka Cindi Greentree carried more than just a handbag. She carried expectations, responsibilities, emotions, and the invisible weight of being the dependable one. From the sunlit shores of the Gold Coast to the pace of her professional life, she learned early what it meant to juggle it all. Now, through her newly launched brand Hustle and Grace Official, Greentree is transforming that lived experience into a supportive platform for women navigating similarly complex lives.
From the Chaos Came Clarity
Greentree’s background spans over 15 years in mental health, community services, and family support, working closely with women managing competing demands. “I saw myself in every woman I supported,” she reflects. “We were all carrying the same load, just in different forms.”
That shared experience inspired her to combine her personal insights with her professional knowledge. The result is Hustle and Grace Official, a lifestyle brand that blends design, structure, and purpose, and its sister company Renew Mindset and Co, home to The Inner Grace Project, a coaching program created to offer guidance and tools for personal clarity and resilience.
Together, the two brands aim to offer what Greentree describes as “a complete support system” for women. “I’m not just creating products or programs,” she says. “I’m building supportive systems for women as a whole.”
The Iluka Tote: Where Style Meets Function
The signature launch product is The Iluka Tote, a premium hybrid carry-all crafted from eco-luxe vegan pebble leather and detailed with gold hardware. Designed for women who transition between roles throughout their day, the tote includes a padded laptop sleeve, an insulated compartment, RFID-blocking card slots, a built-in charging port, and convertible straps.
Greentree developed the tote from her own frustrations with having to juggle multiple bags. “It’s one refined system designed to streamline and simplify,” she explains.
Early customer feedback has highlighted the balance of functionality and elegance. Users have described the tote as thoughtfully designed and versatile, noting its organizational features and modern finish.
Building with Intent and Experience
Each item under the Hustle and Grace Official brand is created with purpose. Upcoming products like the Kirra Tote and Charcoal Flask continue this philosophy, designed to meet both aesthetic and practical needs.
Meanwhile, Renew Mindset and Co takes a complementary approach. Its flagship course, The Inner Grace Project, offers structured coaching that encourages personal reflection and habit development, with a focus on mindset, self-awareness, and boundary-setting.
Future plans include immersive retreats aimed at offering educational and restorative experiences for women seeking both calm and clarity in their lives.
A Brand Informed by Real Life
Greentree’s personal story adds authenticity to her brand. From managing family mental health challenges to balancing motherhood and leadership, her experiences have shaped the brand’s ethos.
“I’m not making assumptions,” she says. “I’ve lived this, supported others through it, and built solutions from the inside.”
Her mission has been featured by platforms such as Onya Magazine, Gift Guide, and Merakai Podcast, resonating with women who are seeking thoughtful, integrated approaches to personal and professional life.
Meet Iluka Cindi: Founder of Hustle & Grace™
Iluka Cindi Greentree, founder of Hustle & Grace™, brings her Gold Coast upbringing into every detail of the brand. “I was born and raised on the beautiful Gold Coast where barefoot mornings meet boardroom afternoons, and the salty ocean air blends effortlessly with ambition,” she shares. “Living here has taught me to embrace the contrast between calm and chaos, the stillness and the movement, freedom and discipline.”
That duality informs the essence of Hustle & Grace™. Having lived the roles of business owner, creative, mother, and professional, Greentree understands the diverse demands placed on modern women. “I’ve packed school lunches at dawn and pitched big ideas by midday. I longed for something that reflected my lifestyle and values, something functional, yet still elegant and beautiful.”
With this vision, she launched a brand that mirrors her experience. “The Iluka line is designed to support that duality,” she explains. “It’s functional enough for flights, meetings, and workouts, yet refined enough for coastal brunches and long lunches by the sea. There’s something for every moment, where the freedom of travel and professionalism meets the grace of everyday living.”
A Support System for Modern Women
Together, Hustle and Grace and Renew Mindset and Co form a holistic lifestyle ecosystem with one shared goal: to support women practically and emotionally as they manage modern-day demands.
“This is about more than a product or a program,” Greentree says. “It’s about creating space for ease, confidence, and self-alignment.”
Learn More
Women interested in joining the Hustle and Grace Official journey can subscribe to the newsletter at www.hustleandgraceofficial.com for updates, product releases, and retreat news. To explore Renew Mindset and Co and The Inner Grace Project, visit www.renewmindsetco.com or www.ilukacindi.com.
As the brand’s motto affirms, Hustle and Grace gives you grace.
