Australian entrepreneur Keira Rumble isn’t interested in creating products for the sake of it. Her approach to business has been shaped by many of her own personal health and fertility challenges, and a drive to solve problems she’s experienced firsthand and seen other women face too.
“A lot of the products and brands I have created came from lived experience,” Rumble tells Women’s Agenda.
Whether it was being diagnosed as pre-diabetic in her early twenties, navigating IVF, or experiencing Hyperemesis Gravidarum during pregnancy, Rumble says these challenges have shaped almost every part of how she has approached business. Rumble is the founder and CEO of Krumbled Group, which includes three women-led wellness brands Krumbled Foods, Habitual Beauty and her newest venture Mini + Me.
From better hydration support during pregnancy, to products that may support women postpartum, or functional beauty solutions that fit into busy lives, each brand was created to address gaps Rumble experienced firsthand.
“Looking back now, I can see how closely intertwined my personal story and entrepreneurial journey really are,” Rumble explains.
“There were years where I was navigating infertility, pregnancy loss, hyperemesis, postpartum depression and anxiety, while also trying to build and scale companies. It forced me to become incredibly adaptable, resilient and intentional with my time and energy.”
“There were periods where building the business became an outlet for purpose and creativity during some very difficult years.”
Identifying these genuine gaps in the market has always been Rumble’s approach to building brands. She says she always asks herself three core questions: does this solve a real problem, is there a strong emotional connection to the category and can we do it significantly better or differently?
“I’m very conscious that the market does not need more products for the sake of more products,” Rumble says. “Consumers are incredibly smart now. They want transparency, quality, functionality and authenticity.”
It’s this authenticity, and Rumble’s personal connection to each of her brands that’s helped sustain her drive over the years.
“That emotional investment matters because building a brand, especially in manufacturing, is incredibly hard,” she says.
“You need to genuinely care about what you are creating because there will be difficult periods where passion and belief are what keep you moving forward. Manufacturing is not for the faint hearted.”
“There were years where I was navigating infertility, pregnancy loss, hyperemesis, postpartum depression and anxiety, while also trying to build and scale companies. It forced me to become incredibly adaptable, resilient and intentional with my time and energy.” – Keira Rumble, Founder and CEO of Krumbled Group
Building strong people, systems and culture
In 2017, Rumble launched her first brand and said in the early days of the business, she was involved in “absolutely everything” but came to realise over time that this mindset was a bottleneck for growth.
“My leadership style today is far more focused on building strong people, systems and culture. I’ve learnt the importance of hiring people who are smarter than you in certain areas and creating an environment where they can thrive,” she explains.
As a business leader, she’s become more self-aware and as someone who is highly creative and neurodivergent, has also learnt skills like how to structure her time, communicate more effectively and build teams that complement her strengths and weaknesses.
“One of the biggest shifts has been understanding that leadership is not just about driving performance,” Rumble says.
“It’s about creating clarity, trust and momentum. Especially as a business scales, your energy and decision-making impact everyone around you.”
The key to getting ahead in the manufacturing industry
Despite now running three successful brands, Rumble is clear that the journey has come with a whole range of challenges she’d never anticipated.
Her key advice to other women looking to start a business in manufacturing is to protect your intellectual property and build strong systems early. Don’t underestimate how tough the industry can be, she says.
“Manufacturing can be incredibly rewarding because it gives you far greater control over quality, innovation and scalability, but it also comes with operational complexity, cash flow challenges and constant daily problem-solving,” she says.
“My biggest advice would be to deeply understand your product and customer before scaling too quickly. Spend time listening to your audience, understanding your numbers and learning the operational side of the business, not just the branding and marketing side.”
Most importantly, back yourself and don’t wait until you feel fully ready, Rumble advises aspiring entrepreneurs.
“There are still not enough women in manufacturing and product-led businesses, and we need more female founders entering these industries with confidence and ambition.”
“Manufacturing can be incredibly rewarding because it gives you far greater control over quality, innovation and scalability, but it also comes with operational complexity, cash flow challenges and constant daily problem-solving." – Keira Rumble, Founder and CEO of Krumbled Group
What success looks like for Rumble
When Rumble first started in business, success to her looked very external. It was all about revenue growth, product launches, retailers, scaling quickly and proving that she could build something meaningful.
Now, more than a decade on, she considers success in a much more holistic way.
“Of course I care deeply about growth and innovation, but I also care about the impact and how I give back to the communities that held space for me in my darkest moments.”
