Behind the brand: A note from the founder, Deanna

The Journey of Pretty Little Designs

Have you ever had those cringe-worthy chalkboard labels? 🤢⁠

The Beginning of Pretty Little Designs

You know, the ones you had to write on? Yep, I've been there. Your label queen had these and let me tell you, my handwriting is atrocious. My journey with Pretty Little Designs began during one of my home organisation sprees. After I finished in my pantry I wanted pretty labels. Something that didn’t have my handwriting on. There was nothing on the market that ticked the boxes of being pretty, high-quality, and long-lasting. So, I took matters into my own hands and made my own. To my surprise, within three months, friends, family and our growing fan base were so infatuated with my labels that I hired my first full-time staff member.

Our Beliefs and Mission

At Pretty Little Designs, we believe being organised is so much more than just buying labels and plastering them on everything and everyone in your household. It's about implementing systems that make your life easier. It's about everything having its place, and being able to put your hand on something when you need it. It's about simplifying everyday tasks like cooking, cleaning, and laundry so you can spend more time doing what you love. No matter how busy your life may be, or how chaotic your under-sink cupboard is, Pretty Little Designs has a solution to help you wade through the overwhelm of everyday life.

Going Beyond Labels

But our mission extends far beyond labels. We're your partner in creating an organised, efficient, and beautiful home. True organisation goes beyond labels; it's about having the right tools to keep your pantry organised, categorise your cleaning products, plan your pantry, systemise the kids’ sports kits and never run out of dried oregano again.

For Every Individual

We’re for the overwhelmed, the out-of-control, the hectic, the perfectionists, and the scattered.

Our Vision and Mission

Our vision is clear, we are the go-to brand for creating organised, aesthetic, and harmonious spaces, fostering a culture of simplicity and ease in everyday living. Our mission is to deliver quality, simplify lives, promote blissful living, and offer kick arse customer service.

The Label Queen

Our beloved customers often bestow me with that honorary title of label queen and although I'm not married to royalty, I've certainly had my share of royal encounters. From being a nanny to the Turkish princess to losing the ability to speak when meeting Prince Charles (now King), if you know, Deanna speechless is something no one would ever believe, perhaps I truly am the "Label Queen."

Quality Above All

Quality is at the heart of what we do. If it's not good enough for my mum, it won't find its way to you. I've got a reputation to uphold after all. I proudly put my face to a brand that promises products everyone will adore.

Join Our Journey

Join us on this journey of organised bliss, and let's create spaces that not only look good but feel good too! From chaos to crown, Pretty Little Designs is here to transform your world, one beautifully organised space at a time.

Organisation for everyone, everywhere.

Deanna Foster


I have loved following your story from the start. You should be so proud

— Angela Thompson