Cool Mums Club started the way most good things do — out of necessity.
After returning from maternity leave ready to pick up where I left off, my employer had other ideas. Flexibility wasn't on offer. So I built my own.
I'm Ti-Ahna. I'm a marketing and communications consultant, a mum, and the founder of Cool Mums Club. I started CMC because I couldn't find what I was looking for — something I'd actually reach for on a Tuesday morning when the school bag still hadn't been found, the coffee had been reheated twice, there was snot on my sleeve, and I still had a client call at nine.
Because despite all of that — despite the chaos, the negotiations, the emotional labour, the invisible load — I still pulled myself together. I grabbed my Cool Mums Club tee and walked out the door proud. Not performing it. Just genuinely, quietly proud of who I am and what I do every single day. CMC is how I wear that.
She had snot on her sleeve before 8am and still showed up, still rocked it, still wore her mum moniker with pride. The chaos is part of the story. It just doesn't have to be the whole identity.
What CMC is — and what it isn't.
It's the tee that makes three mums ask where you got it at school pick-up. It's the hoodie you reach for first. It's a phrase — Cool Mums Club — that means something. That says something about who you are, not just what you do.
Most mum brands sit in one of two places: the novelty gift tee — a joke you buy for someone else — or the aspirational wellness brand with impossible standards dressed up as self-care. CMC is neither. It's for the mum who is fully in it — the whole beautiful, difficult, relentless, genuinely good thing — and still unmistakably herself.
Identity beyond the role. Women who happen to be mums — with their own taste, their own style, and a sense of self that didn't disappear when they had kids.
We're not pretending it isn't. We're just not letting it be the whole story. You're more than the hard mornings. CMC is how you wear the rest of it.
Cool Mums Club is a phrase worth wearing. A trademark worth protecting. A club worth belonging to — without having to explain yourself to get in.
The trademark — and why it matters.
Cool Mums Club is an Australian registered trademark. I'll be honest — I didn't fully understand how significant that would be when I applied. But it's become one of the things I'm most proud of.
In a space where anyone can print three words on a tee and call it a brand, a trademark means something. It means CMC is real, worth protecting. It means when you wear it, you're wearing something that someone fought to make real.
It's one of the things I'm proudest of.
Welcome to the club.
If you've had snot on your sleeve before 8am and still showed up, still rocked it, still wore your mum moniker with pride — this is for you.
— Ti-Ahna
Founder, Cool Mums Club™