In conversation with
Design, Function and Everyday Style
In this conversation, Shelley Craft joins The Lad Collective founders Bill and Ed to talk about the ideas behind the brand and the products designed to simplify everyday routines. Together they discuss thoughtful design, practical details, and the shared belief that the small things we use every day should be made better.
Why did partnering with TLC feel like the right fit?
“TLC represents everything I admire Australian ingenuity, clever solutions to everyday chores, and young Aussies having a proper crack. It’s a quality product with heart, and that matters to me.”
After years of helping Aussies transform their homes, why did TLC’s brand and product range stand out to you?
“It’s the little things and the big things, like the Joey Pouch, which genuinely changed my life. TLC understands that great design is about making everyday living easier. I’m obsessed with sleep, especially as I learn more about longevity and wellbeing, and quality rest is the number one factor. Add to that a stylish bedroom? I’m sold.”
“Sleep is the foundation of longevity and TLC gets that.”
What would you say to Aussie households on the fence about investing in TLC sheets?
“Don’t waste another precious night. If you’re not dreaming about getting back into bed the moment you wake up, you haven’t experienced truly great sheets. TLC isn’t just bedding it’s that feeling you think about all day.”
“If you don’t think about getting into your bed all day long, you’re missing out.”
How does TLC help you create the kind of bedroom you believe every family deserves?
“Every family member deserves the best sleep you can give them it sets up the entire next day. Even if things go a little pear-shaped, sticking to your nighttime ritual and knowing you’ll wake up refreshed makes all the difference. Don’t skimp on the one thing that can turn a hard day into a better one.”
“Great days start the night before.”
When you first met Ed & Bill, what stood out to you?
“They genuinely love what they do and they don’t take shortcuts. The care they show their customers is extraordinary. It’s not just a brand to them it’s their name, their reputation, and their pride.”
As a busy mum and iconic media personality, what do you look for in bedding, and how does TLC deliver?
“Quality is non-negotiable and I’m happy to invest in it. I want beautiful colours that work with my seasonal aesthetic, and I don’t want to shop around. Loyalty matters to me. Supporting an Australian company through my everyday choices feels good and when they make daily chores easier with clever design? That’s a win.”
