What began as a creative outlet during Jessica Sekula’s maternity leave has grown into a thriving small business bringing colour and personality to celebrations across New Zealand. Inspired by her desire to create something meaningful, sustainable and flexible enough to fit around family life, Jessica has turned a simple idea into a business specialising in bespoke hand-painted banners. Here, she shares what inspired her to launch illi, the confidence she’s gained along the way, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
After welcoming my pēpi at the end of 2025, I found myself looking for a creative outlet while on maternity leave. As much as I loved spending time with my little one, I also wanted something that was just for me – a way to switch off, be creative and feel a sense of accomplishment. There’s something incredibly satisfying about spending a few hours completely immersed in a project and coming away feeling calmer and more grounded.
It was also important to me that whatever I pursued aligned with my values. I wanted it to be environmentally sustainable, flexible enough to fit around family life, and something I could genuinely enjoy. While researching creative crafts, I came across hand-painted banners, a growing trend in the United States. I instantly fell in love with the idea and realised there was a gap in the New Zealand market for bespoke, hand-painted banners. That discovery sparked the beginning of what has now become my business.
The launch: How did you start out in the beginning?
In many ways, I still feel like I’m at the beginning of the journey, but those early stages were all about creating a clear identity for the business. I spent time refining my brand, deciding what banner sizes and styles I could confidently offer and defining the types of designs that best reflected my creativity and skills.
Once I had a strong foundation, I focused on building an online presence. I launched accounts on Facebook, Instagram, and TikTok, as well as creating a website where people could learn more about my work and place orders. Social media has been a fantastic way to share my creative process, showcase completed banners and connect with potential customers who appreciate handmade, personalised pieces.
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough has been the support and enthusiasm from people around me. It’s been incredibly rewarding to share my work with friends, family and members of my community who genuinely believe in what I’m creating.
That encouragement quickly turned into referrals, with people recommending my banners to their own friends and networks. Word-of-mouth has become one of the most valuable drivers of my business. Seeing orders come in through personal recommendations has been both validating and exciting, and it has helped create a steady flow of work without relying solely on advertising.
Yin and Yang: How do you balance work and family?
Like many parents, I’ve learned to work around nap schedules and changing routines. In the early days, there were times when my pēpi was asleep in a front pack while I painted, and some of my first videos captured exactly what balancing motherhood and creativity looked like in real life.
As routines have evolved, I now tend to paint in the evenings after my child has gone to sleep. It has become a special part of my day – a chance to unwind, focus on something creative and recharge. Rather than feeling like work, painting often feels like a form of self-care, allowing me to maintain a sense of identity outside of being a parent, while still keeping family as my priority.
