Georgie Browne — Mother, Founder & the Woman Behind Araminta James

Navigating motherhood, ambition, and the reality of doing both

Tell us about your family. How many Kids?

I recently moved to Torquay on the Surf Coast with my 2 children.

What’s the part of being a mum that fills you up the most?

The quiet moments when they fall asleep in your arms. Unconditional love. Their tiny hand gripping yours. I also love helping support them uncover their passions and talents.

What’s one thing that genuinely helps you stay afloat in the day-to-day juggle?

My calendar and our General Manager, Penny!

My goal for 2026 is to get up at 6am every day, no matter what time I go to bed. Then I can do a workout and have good mental clarity to be the best mum and businesswoman during the day.

A tired mind makes poor decisions.

How do you carve out space for career, motherhood, love, friends, and still find a moment for you?

I plan out every week on a Sunday. In addition, I like to journal and reflect on what works and what doesn’t. My core values for the year ahead have been mapped out, so each day needs to align with a core value. Something that didn’t work last year was too much screen time — I need to create better boundaries around that.

Where do you find fashion that genuinely feels like you?

Copenhagen street style is my spirit animal.

What does living a healthy, grounded life look like in your world?

Nature, the ocean, and beach time are integral to my mental health and wellbeing. I live by the beach, so carving out 20 minutes at lunchtime helps reset me for a solid focus in the afternoon. I love a good hike in the mountains around Lorne.

How do you keep your body moving in a way that feels realistic and sustainable

I love Hot Temple spin classes with weights, CorePlus, Upstate, and hot yoga. This year I need to focus on doing more weights with a personal trainer.

Muscle mass is crucial to maintain in your 40s.

My son is very active, so playing cricket and riding fills up the weekends.

What’s one non-negotiable that keeps your mind and body well?

My sauna every second day. Celery juice and breathwork.

When you think of ‘balance’, what does that actually mean to you in real life?

No such thing! On some days I feel like a great mum — conversely, some days I feel like an epic businesswoman, but never both on the same day.

What does your morning routine look like, honestly?

My alarm goes off at 6am. Most days I make a coffee and go back to bed to read a book, but I’m trying to break that habit and just get up!

How do you wind down at night? What does your evening routine look like?

Reading. I love reading. Now my kids are getting older, I need to spend more time with them reading, so by the time I get to my own book it’s rather late.

What’s something about you that would genuinely surprise people?

I was on Home and Away… which is super bizarre considering the thought of acting now makes me totally anxious!

What’s a truth about yourself that took you years to finally admit?

Aesthetics, textiles, and colours make me happy.

When do you feel most like the truest version of you?

In the garden watering, or designing our new collection with the team.

What’s a single moment that quietly shifted the direction of your life?

Moving to Noosa for 6 years.

What’s a mistake you’re genuinely grateful you made?

Running my own business, I make mistakes all the time.

It’s important not to dwell and to keep moving.

Shift perspective to it being a learning and an opportunity.

What’s one boundary that completely changed your life?

No phone after 8:30pm. Dim lighting and calming vibes.

What part of yourself do you judge the most (if you do), and why do you think you do?

I judge how good our new collection is by how it sells… which is perhaps not the best. Sometimes it is important to be super creative and test out new things.

What’s something you pretend you don’t care about, but secretly do?

Other people’s opinions. My goal in 2026 is less “opinion shopping” — it’s important to be guided by your own intuition and gut.

What’s something about you that people would never guess?

I hate maths, but it is absolutely integral to running your own business and being across your P&L. The numbers don’t lie!

If you could live an entirely different life for a year, what would you choose?

Move to Paris and Bali, or spend the winter season skiing with my kids.

What’s something that still feels uncomfortable, but you’re pushing yourself to do anyway?

Every day feels uncomfortable running a company… haha.

What’s a version of yourself you’re trying to become?

Great question. I think being a good role model for my children — taking them with me on buying trips so they see that mum works hard to provide for the family.

When you think about your younger self, what do you wish she knew?

That pink hair and a nose ring was not a vibe.

What’s the hardest part of motherhood for you to admit out loud?

When the kids want to do the opposite of what I tell them. Leaving judgement at the door and letting them find themselves.

What’s a small joy that gets you through this season of life?

Coffee, beach walks, and a great book. I also love longevity podcasts or entrepreneurial podcasts like Emma Grede.

The 5 things you can’t leave home without:

Lip gloss, sunglasses, headphones, charger, phone, laptop, sunscreen, 2L water bottle.

Visit, Buy, Do

If you could visit anywhere, buy anything, and do something just for you — what would they be?

I dream of going to Africa one day.

What inspired you to start Araminta James?

I had worked for other companies and felt after 15 years I knew enough to have a crack.

What has been the biggest challenge?

Fast growth! Cash flow is key.

Have you had any moments where you have wanted to give up? If so, what were they?

Probably, but I get over them fast.

When did you realise it was going to be a success, and what did you do to celebrate or acknowledge this?

When terry towelling became a global phenomenon in the COVID lockdown and I had a Terry T…

Have you had to make any changes to Araminta James and how you operate since becoming a mum? And how have you managed that?

I’ve had to put really clear boundaries in place. Now, I make a conscious effort to be there for the moments that matter — the sports carnivals, the everyday stuff.

In the early days of building Araminta James, it looked very different. I had a full-time nanny and, if I’m being honest, I barely saw my kids.

It’s something I’ve had to really reflect on and shift as life’s evolved.

Can you share anything that’s coming up for Araminta James?

I’m completely obsessed with our new pieces — especially the trackpants and winter jackets. They’re divine. Easy, elevated, and exactly what you want to live in this season.

Do you have any tips or advice for someone wanting to start a business?

Just start.

But — and this is important — keep your full-time job in the beginning if you can.

Having that steady income to support cash flow while you grow is a game changer.

It takes the pressure off and gives your business space to build properly.

Click here to explore Araminta James