From the golden sands of Waihi Beach to the lively coastline of Mount Maunganui, Jade and her family have always been inspired by the beauty and colours of beach life. This deep connection to nature, coupled with a desire to create meaningful products, led to the birth of Sunnup - a brand that combines sustainability, functionality, and timeless design.
In this Q&A, Jade shares the story behind Sunnup’s eco-friendly beach mats, the innovative process of transforming recycled materials into durable products, and her passion for creating goods with permanence in mind. Whether you’re a sustainability enthusiast or simply someone who loves life outdoors, Jade’s journey is sure to inspire.
What inspired you to start Sunnup, and how did the idea of creating eco-friendly beach mats come about?
My husband and I both grew up at beautiful Waihi Beach and after years of travel and living abroad, settled our family in Mount Maunganui. Our days have always revolved around the beach and after having two daughters in quite close proximity, being in nature became even more of a haven to us. It was a place to recharge, to idle leisurely, to gather and connect with others – and Sunnup was dreamed up as the missing piece to our daily (and essential) outings.
Can you tell us more about the process of creating a Sunnup mat using recycled materials? How do you source and transform plastic waste into such a durable product?
I didn’t want to create something simply for the sake of it. As a parent living in this nuanced world, I was conscious of the impact creating a new product would have on my children’s future. And so, I started looking at ways we could make our mats by reimagining and repurposing materials rather than making something new.
Where we landed was with recycled polypropylene – plastic that already exists. Some of the plastic products recycled and reused in our mats include plastic bags, plastic straws, drink bottles, medicine bottles, shopping bags and a range of other things that would usually be thrown into landfill. These plastics are melted down and cooled into small pellet shapes.
The pellets of recycled plastic are then mixed with coloured dye to create our custom colours which become the base colours for our designs. These coloured pellets are then melted down again into liquid form and the coloured mixture is forced through a pipe which comes out in the form of long straw tubes that then get used to weave the mat. These straws are woven around a spool which goes on the weaving loom.
Recycled PP is incredibly hardy making it a great choice for family life and outdoor life. Sand can be shaken off and spills wiped/hosed off, meaning it won’t require replacement for years to come.
Your mats are made from 100% recycled polypropylene (PP). How does this material help reduce environmental waste?
Aside from minimising what makes its way into landfill, recycling PP reduces the amount of plastic being produced from scratch, which in turn, reduces the environmental impact of ground pollution, greenhouse and landfill gasses.
The fact that it’s so durable also ensures it’s long-lasting and will remain a constant in your home for years to come. Often sustainability is only brought to our attention in the sense of how things are made but how long we use them for, how long they last and whether they need to be replaced all play a part in a more sustainable world too.
We also recognise that plastic is not a perfect material. However, by designing a product that transcends trends and is made with permanence in mind, we’re aiming to ensure that these recycled materials have a new, extended purpose. One that is durable, easy to clean and will stand the test of time.
We love the idea of planting a tree for every Sunnup purchase! How does your partnership with Ecologi work?
Our partnership with Ecologi makes it easy to give back in a meaningful way. Ecologi is a globally trusted partner for climate action. For every mat purchase, we fund the planting of a tree through Ecologi’s global reforestation projects. They work with expert tree-planting partners to ensure every tree is planted where it’s needed most, helping to restore ecosystems, combat climate change, and support local communities.
Sunnup mats are designed with permanence in mind. What does that mean to you, and why is durability such an important factor for your brand?
Like fashion, even in homewares, there are cyclical ‘seasons’ which include specific fabrics, colours and styles but at Sunnup, each design is inspired by a moment, a memory or an experience yet to happen and I focus on colours and patterns that are timeless, not trend driven. Most are intrinsically connected to the colours or the patterns found in nature – it’s the inspiration for the brand in its entirety – we’re not just here to make and sell mats but to encourage customers to find a sense of purpose - with self, others and the natural environment.
‘Designed with permanence in mind’ could then be explained as a desire for these mats to live long and fully within your homes. A regular fixture within your daily lives and a reminder to step outside and appreciate the world around us.
In order to do this, our mats needed to be durable and we are so proud of what we’ve created.
Your mats are described as UV treated, water-resistant, and easy to clean. What a dream! What sets them apart from other beach mats on the market in terms of functionality and longevity?
I think the biggest difference is in its design – many beach mats are made from fabric which means they get wet with spills or even condensation on the ground & food or spills will stain them and require washing. Sunnup mats can be shaken out or wiped clean – making them super easy to care for and maintain.
What are some of the challenges you face as a sustainable business? And how have you overcome them?
One of our biggest challenges is around scaling and how to do so sustainably. More stockists require more mats and more mats require more machinists and material. Caring for both people and the planet are key drivers for us and being a sustainable business means being a responsible business. That isn’t just about the materials we use or the way they’re made but ensuring staff are paid a living wage and have safe, healthy work environments.
For the person who cares about sustainability and the future of human and environmental health, what would be your top 3 tips or suggestions to taking action?
Buy Smarter, Not More
Focus on quality over quantity. Choose products that are designed to last and are not trend driven. By investing in durable, sustainable goods, you reduce waste and the need for frequent replacements, supporting both the environment and long-term savings.
Support Circular Practices
Look for brands and products that embrace circular design principles—recycling, repurposing, or giving waste a second life. By supporting companies like this, you're helping to close the loop and reduce reliance on virgin resources.
Lead by Example
Small, consistent actions inspire others to follow - share your sustainability practices, and have conversations about environmental impact. Every ripple you create - whether it's recycling, buying sustainably, or simply showing others that it’s possible to make eco-friendly choices can inspire change on a larger scale.
Looking ahead, what’s next for Sunnup? Are there any exciting plans for new products or projects you’re working on?
I think growth for us will always be about intention, not speed. While there are plenty of new ideas brewing, focus remains on creating meaningful products that align with our values of slowing down and embracing intentional rituals. We don’t want to create products for the sake of it - they need to have a purpose, a reason for being produced.
We’re currently exploring ideas and projects that invite people to pause and connect—whether that’s with nature, loved ones, or themselves. While we can’t share too much just yet, you can expect products that are functional, timeless, and rooted in our core values.
But for now, we’re taking it slow :)