Simone Mathews - SOUL Home

How did you develop your brand identity?

It was definitely an organic process that evolved over time. Our first big step into branding came with the launch of our accommodation property, SOUL of Gerringong. It gained a lot of PR attention and really put us on the map. From there, SOUL Home felt like a natural extension — same ethos, just branching into design and construction.

The one thing that’s remained constant since day one is that for us, homes and design are always about how a space feels. That’s the heart of it — and exactly why the word SOUL has always been front and centre.

SOUL Home has always been about how a space feels — but also about cutting through the noise to focus on what really matters when designing and building a home. It’s not just about pretty pictures (although we love those); it’s about the practical side too. We’re here to inspire and educate — which is why we’re always sharing tips, tricks of the trade, and a few home truths along the way.

What sets us apart is that we don’t just talk about design — we live and breathe the build side too. Owning a construction business means we understand how to balance aesthetics with functionality. For us, it’s always been about creating homes that are pretty and practical.

What do you do yourself, and what do you outsource?

If you ask the team, I’m the queen of concept — the vision is my zone. That’s where I love to be. I lead the creative direction, source the materials and finishes, and I’m the one on-site making sure the design actually comes to life. I also kick off the modelling stage and develop the design as the project evolves.

From there, my team steps in to carry the project through — managing the schedules, procurement, documentation, and all the other behind-the-scenes details that bring the design together. We work with a draftsperson for technical documentation, and we outsource our renders. For the first time, we’re also outsourcing some of our styling selections on an upcoming project — usually we keep that in-house, but we’re excited to experiment with how we collaborate on that side too.

How do sponsor or brand partnerships typically come about for you?

It all started pretty organically — we were being approached for partnerships through our own builds and development projects. We weren’t just sharing the pretty; we were talking about the practical too — the materials, the construction, the stuff behind the walls that actually matters. Being a wife–designer and husband–builder duo means we naturally speak both languages — and that’s helped us stand out.

That balance of design and build has led to partnerships with some of Australia’s top building brands, including CSR, Stegbar, and Big River Group. These collaborations aren’t about scaling in the traditional sense, but they’ve definitely helped amplify our message. They’ve allowed our brand to reach more people, while reinforcing our purpose: to educate, inspire, and show what’s possible when you build with both heart and functionality.

Has Programa helped simplify things behind the scenes?

Programa has genuinely been a game changer for us — it’s like we’ve gained back the time of a whole extra team member, without needing to hire one.

The schedule side has been a standout. It’s not only easy to use and quick to update, but being able to share live schedules with clients, trades, and suppliers has reduced so many headaches. Everyone’s on the same page, looking at the same source of truth — which is especially important when you're mid-build or juggling multiple projects.

One feature our clients really value is the approval process. They can review, approve, and communicate directly within the platform, which keeps everything in one place and makes the process smooth and efficient. It’s streamlined and professional, but still simple.

Procurement is another huge win. Before Programa, we were using a patchwork of spreadsheets and folders — now it’s all in one place, with clear tracking and accuracy. It’s made a real difference, especially when ordering across large projects with lots of moving parts.

And I have to say — the new Add from URL feature for schedules? Obsessed. You can now simply copy and paste it straight into your schedule. Such a small tweak, but a huge timesaver. I’ve honestly been telling everyone about it.

How do you find balance in the chaos as a mum of four?

Truthfully? I’m still figuring it out. With four boys (ranging from 20 down), I’m not sure balance is even a thing. Instead, I’ve always focused on knowing what the priority is in any given season. If I’m deep in a big project, I make that the focus — I communicate with my family and let them know I’ll be a bit MIA for a while. And when that project wraps, I block time out and let my team know I’m stepping back a little to prioritise family. That rhythm has worked for me more than trying to chase the elusive “balance.”

You could definitely call me a little woo — I’m a big believer in energy. What you put out is what you get back. So even when I’m overwhelmed (which happens), I try not to let that energy take over. I focus on what’s working, on the positives — because mindset is everything.

And then there’s exercise. Yes, for health and keeping in shape — but also because it’s my main stress relief. I’ve always been an early riser, so most mornings you’ll find me at the gym or out walking. That’s my time, and it resets everything.

What’s one mindset shift or lesson that’s changed how you run your business?

That bigger isn’t always better — and success doesn’t have to mean scaling up or taking over the world.

For a while, I thought that to be “successful” I had to grow a big studio, expand the team, and do all the things. But the further I went down that path, the more depleted I felt — and the further I drifted from what I actually love: being hands-on, creative, and connected to the work.

Now, I’m in the process of intentionally downscaling to a one-person team (with a big thanks to Programa for making that possible). I’m keeping it lean, outsourcing where needed, and choosing a model that gives me energy rather than drains it. Less is more — for me, it’s about clarity, creativity, and doing the work I love without the overwhelm.

And I truly believe this: anything is possible. You just have to trust the process, believe in yourself — and then do the work.