Behind the Brand: How One Mum Turned a European A-Ha Moment into Australia’s Favourite Hands-Free Phone Solution

Every parent knows the feeling. One hand pushing the pram, the other juggling snacks, tickets, passports, water bottles, and a phone that somehow always ends up at the bottom of the bag. Now imagine being in Europe, watching locals stroll effortlessly hands-free with their phones stylishly strapped across their bodies like it’s no big deal. For most of us, that sparks mild envy. For Friederike Kuehn, it sparked RIKKA — a brand built from one simple thought: mums need this.

The moment it clicked: fashion meets function because parents have zero spare hands

“The idea came while travelling through Europe with my kids… I kept noticing locals effortlessly hands-free… it clicked right there, mums need this!”
Back in Australia, nothing like it existed yet. So she started sketching. No overthinking, no waiting for the perfect moment — just a mum building something she needed herself. The function came first: secure, sturdy, reliable. Only then did she begin layering in the style. The result? Phone straps that look chic enough for dinner but durable enough for daycare drop-off.

The design fails that nearly broke the dream (and made the product bulletproof)

As with all great founder stories, the early samples were pretty… but useless. “One failed hook, one loose end or an adjuster sliding too easily was enough to make us rethink everything.”
Those failures are why RIKKA straps now feel indestructible — reinforced stitching, premium metals, hardware that doesn’t tarnish, and components that actually stay put when life gets chaotic.

The universal phone patch that solved a national mum gripe

The Universal Patch-and-Loop system is genius in that simple-but-oh-so-obvious way. It slides between your phone and case, anchors securely, and doesn’t block the charging port.
Cheap versions exist, but they fray, snap, or peel. RIKKA perfected the thickness and durability to make it last. That’s why parents, teens, travellers, seniors, and people with disabilities all swear by it — it just works.

From street style to school run: how RIKKA balances trend with real life

RIKKA stays aligned with global colour and hardware trends, but always runs them through a “will this survive a typical mum’s Thursday?” filter.
It’s fashion that doesn’t collapse at the first sign of rain, tantrums, or airport security.

The customer message that changed everything

“One customer, a full-time carer, told us our strap helped her keep her phone on hand when her mum collapsed… it let her call for help immediately.”
That was the moment Friederike realised RIKKA was bigger than convenience. It was safety. Independence. Confidence.

Tiny design decisions customers never see but feel every day

Reinforced stitching. Screwed-in hardware. Strength-tested straps. Durable metals that don’t tarnish. These aren’t selling points — they’re the quiet engineering choices that make mums recommend the product to other mums without hesitation.

Viral moments help… but community built the brand

While straps went viral overseas thanks to TikTok and Instagram, Australia’s growth came from something more grounded: real parents sharing real experiences. “Community is what moves the needle. Genuine recommendations from people showing how RIKKA fits into their everyday life.”

The decision that skyrocketed 76% growth in a single year

It wasn’t discounts. It wasn’t gimmicks. It was storytelling — real content, real customers, real moments of convenience and empowerment captured honestly. That, paired with exceptional customer service and same-day dispatch, created a loyal base that keeps coming back.

Inside the founder’s bag: the ultimate mum-approved setup

Right now? The Lilac Bloom case paired with the Blue Boho strap — soft colour, everyday wearability. Plus the Clip-on Ring for keys, because no mum needs to waste time digging for those. It’s the perfect RIKKA capsule: stylish, practical, and impossible to misplace.

Her message to secretly-hesitant parent founders everywhere

“You’ll never feel completely ready, and that’s okay. At some point, you have to take the leap.”
Version one doesn’t need to be perfect. It just needs to exist.