Edel Beattie's insta-status is on the rise as her Thirroul-based business declutters people's pantries and sock drawers.
Known as The Happy Organiser, her most popular post to date was an Instgram reel on how to fold a fitted sheet which has now been viewed 2.9 million times.
"That got quite a lot of love .. and a big jump in followers as well," Mrs Beattie said. "Decluttering and organising my home has helped me and my family in so many ways. Since things now have a place, everything seems to run much smoother. It's much easier to get the kids up and out of the house and it's also so much quicker to tidy up at the end of each day so we can unwind and recharge."
Her feed is filled with organisational hacks like the perfect way to fold a hooded jumper or children's pyjama set (it's "life changing" according to some of her followers), along with aspiring pictures of neatly organised cupboards.
"Sometimes it's the simple things, the way we put things in a cupboard or a drawer and the way we fold things," Mrs Beattie said. "My home is definitely not perfect and that's definitely not what it's all about ... I think most of us find it challenging to get the organising systems in place, but when they're set up, they're easy to maintain."
The pandemic prompted the mother-of-two to ponder what career path she should take after pressing pause to have her daughters.
With the first lockdown in 2020 came the declutter and organisational transformation of her own home and when friends noticed they called upon her help too, signposting her calling. Word of mouth referrals began rolling in so her social media presence began because she thought "every business needs an Instagram".
"I had no idea about marketing or the benefit it would bring," Mrs Beattie said. "This is probably one of the best things, I get so many clients through Instagram alone."
Helping people bring calmness to their homes is her passion because she said it makes the mess of a family less overwhelming and easier to maintain - but it's not about striving for perfection, but instead sustainability.
"It's about living more intentionally and being mindful of both the things we bring into our house but also a lot of it comes back to habits we have," Mrs Beattie said. "Everything must have a place and a purpose, and before we buy things we must be mindful of that."
Some of her tips include to categorise (so you won't end up with 15 packets of pasta strewn between kitchen cupboards); question the purpose of things (already owned or a potential purchase); listen to podcasts or watch catch-up TV while you do housework; and get your kids involved with tidying because they learn by example.
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