Mainie Designer Fashion Pty Ltd is an Indigenous Australian owned company with a vision to be
recognised internationally as a distinctively Australian fashion and gift brand.
Mainie products are a unique melding of two ancient artisan cultures originating from Australia’s
unbroken 60,000-year-old Indigenous arts heritage, and luxurious silks from the historic Silk Cities of
China, where silk making first began over 4,700 years ago.
Mainie’s founders and owners are Cairns-based husband and wife team, Denis Keeffe and Charmaine
Saunders. Mainie is entirely self-funded by it owners and receives no government funding.
Charmaine is a descendant of the Gunggari people from the Maranoa River region of south western
Queensland and has family links to the Woorabinda and Cherbourg Aboriginal communities.
Charmaine’s love of Aboriginal fine arts has grown over years of working in remote Aboriginal
communities in Queensland and the Northern Territory. She left her executive level role in the
Australian public service in 2013 to focus on the couple’s vision of creating an iconic Australian fashion
label showcasing genuine Aboriginal designs.
Denis’ business background has spanned a successful career in management for major multinational
companies, as well as CEO roles for national sporting teams including the foundation CEO of the
Townsville Crocodiles NBL club, the News Limited appointed CEO of the Toyota North Queensland
Cowboys, the Cairns Taipans NBL club and the chief executive of the Central Queensland NRL Bid.
Mainie embraces Fair Trade ethics and is committed to investing in Indigenous owned enterprises and
supporting Aboriginal women artists to preserve their traditional cultural heritage.
Artworks featured on Mainie’s products are acquired through licensing arrangements with Aboriginal
owned and controlled arts centres located on the traditional homelands of the artists, and in
accordance with the Indigenous Art Code. Royalties from the sale of Mainie garments are paid to the
Aboriginal artists. Since its inception, Mainie has paid tens of thousands of dollars by way of artwork
purchases, licence fees and royalty payments to artists’ enterprises in isolated and remote Aboriginal
Mainie successfully launched its maiden collection of luxurious silk fashions featuring authentic
Aboriginal Dreamtime designs in Cairns in August 2015.
The label has quickly made its mark in the Australian luxury retail sector and is currently stocked
alongside some of the world’s most prestigious labels at high end department stores, fashion
boutiques and gift shops in premier tourist shopping precincts at Gold Coast, Sydney, Melbourne,
Darwin, Alice Springs and Uluru.
In the Far North Queensland region, Mainie is available at select retailers and resort shops in Cairns,
Palm Cove, Kuranda, Port Douglas, Mossman, Mission Beach and Lizard Island.
In July 2016, Mainie opened its first retail shop in Cairns’ largest shopping centre, the Lendlease
managed, Cairns Central.