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Meet our Cloud St resident, Beep Bicycle Bells

Posted 6 years ago in Small business by Erin Smith
Posted by Erin Smith

Founded in 2012 by Jana Lindstrom and Steve Dubé – avid cyclers, and parents of three energetic boys – Beep Bicycle Bells is a small, independent accessory company that combines hand-crafted design with a love of outdoor adventures.

Working out of a colourful and creative studio in Newcastle, we spoke to Jana about the all-Australian brand, and why it’s taking its healthy hand-made attitude to the streets of Australia.


Welcome to Cloud St. Tell us how Beep came to life.

My mother was an artist and my father is a commercial photographer, so I grew up around paint, ideas and aesthetics. My mother is Swedish and I was raised in Canada; raised to be very environmentally conscious: I cycled everywhere, I studied environmental science with a focus on urban sustainable design and I joined a non-profit to save the world.

When my husband Steve and I started our own little family, we moved to Newcastle, Australia – and we wanted our kids to enjoy that same healthy, sustainable outdoor life. That’s when I realised there weren’t a lot of bike bells out there that were fun and good quality. So I started hand painting my own.

Soon I got requests for aliens and pirates and rainbows, and for bells for pre-school fundraiser – the interest evolved very naturally.


What was the defining moment for your business?

A friend starting stocking my bells in her shop, then took them to a local market – and that’s when things started to snowball. We didn’t even have an online presence at the time; we just selected a product of the upmost quality and added our own creative flair.

Now we have online stockists, we work with talented Australian artists, and we’ve been featured by Treadle and Frankie magazine, Sydney Morning Herald, Life Instyle and more. Winning Cloud St has been a real pinch-yourself moment for us.


What inspired you to apply for Cloud Street?

Our accountant, a Xero Gold Partner, suggested we apply – and it just felt right. We use Xero every day – it’s such an intuitive product that’s it’s really given us wings. Xero is all about doing beautiful work, and Beep is too.

We knew Cloud St could be an amazing opportunity to step outside our studio, build our brand and find new exposure. It gives me such joy to spot the bells around Newcastle and I’ve also seen them in Sydney and Melbourne. Who knows how far they’ll travel now.


What will always be important for Beep as you grow?

We want to inspire more outdoor adventures through our products, while remaining accessible and affordable. Collaboration is key for us: we will always work closely with home-grown artists – bringing art to the streets and personality to people’s urban adventures.

More than anything, we want to continue to inspire kids and adults to get out there, live life and step away from the screens. We want to share positive products that help people stay safe and be free.

That’s why our tagline is, “let them know you’re coming”. I think that really sums up our approach to life and business.

Cloud St is a unique pop-up store featuring a range of Xero customers who normally reside in the online space. Come and visit Beep Bicycle Bells in Wheeler Plaza, Newcastle, from 6 to 12 November – before Cloud St hits the road, bringing online stores to life across Wollongong, Parramatta and Melbourne, right up until Christmas.

To see all the latest wares and discover who’s next to appear, follow the conversation at #cloudst

One comment

Ira Mitchell-Kirk
November 5, 2016 at 2.30 pm

Just fabulous!

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