Behind every person, there is a story. And behind every business, there’s a story too. It’s not for bragging rights, well, to a little degree (I won’t lie!) :). Most importantly, we share our stories to reveal what lies beneath the surface, who we really are, why we do what we do, and what we stand for. If I could ask for five minutes of your time, I would love to share with you the story of how home.cook.love came to be.

Hello! I’m Ali, owner of homecooklove, mama to two lovely young ladies and wife to my best friend. Born and bred in Singapore, I made the move to Sydney in 2004 to start a huge, and possibly, the most rewarding chapter of my life. Fast forward to April 2017 when my husband and I sold our successful business, and I was commemorating the 15th year of my career in marketing. Don’t get me wrong, I love what I do, and I was incredibly lucky to have worked with some of the best brands and the best talent in the space, but it lacked self-gratification. After the business was sold, I was given a clean and fresh canvas, but all I could see was a big white BLANK canvas with absolutely no clue as to what I wanted to do next. I really struggled and I was crippled with FEAR. Being a mum to a 4-year-old and a newborn at that time, I was sleep deprived, aggravated, frustrated and lost…

You see, the problem was that I’ve never worked outside of a creative agency environment. I’ve never really experienced another job type. Yes, I’ve done the odd job here to keep me busy during the school holidays for some extra pocket money. They weren’t exactly career choices! This blank canvas very soon turned into my worst nightmare. I saw it as a glass that was ‘dried-up-empty’, just like how I felt, dried up on ideas and empty on drive…

My husband and bestie spurred me on, they encouraged me to take some time off being a mum, to do a deep dive into what really drove me. I lost my beloved Grandma mid-2017 and that left a huge dent in my already strung out being. I was incredibly close to my Gran. I was the first grandchild and being the first meant that I showered with so much love from her. She practically raised me and taught me all there was to learn about living and loving life. Her death also sparked something in me. I wanted to forge ahead, do something great in her memory, and leave a legacy for my girls.

homecooklove was born out of 6 months of deep soul searching, finding myself, exploring and reigniting passions that were once lost. Those great passions include a love for cooking, a love for beautifully handcrafted things and a love for storytelling. I’m a person who spends a lot of time at specialty homeware shops, just browsing and admiring the work that goes into those products, and on some occasions, purchasing ;).

My vision for homecooklove is for it to be more than just an online marketplace, I also want it to exist as a platform for talented makers to showcase their craft and for me to share their stories, just like how I’m now sharing mine with you!

homecooklove was created to fuel my two greatest passions and to build a legacy in remembrance of my Gran. And it’s a legacy that I’m building together with my amazing sellers and community (you!) with a lot of love, commitment and fueled by passion. It’s a beautiful business that’s filled with so much fun, enjoyment and driven with every ounce of my being. It’s my personal vendetta to carry that passion through to every inch of the business so that we can bring you an incredible experience. If there’s anything that we can help with, do more or do better,  please do drop us a line here. We would love to hear from you.

~ Ali x ~

“If you are doing what you live then you’re doing what is right, desire and passion resonate with your body, mind and soul. When you’re passionate with your body, mind and soul. When you’re passionate you don’t question, judge, criticise, second-guess, or doubt. It’s that passion that will fuel the fire to overcome challenges.”

-Layne Beachley-