About us
Meet Carmel
Carmel Zein is a DTC growth and marketing strategist with a thing for building brands that actually connect.
She currently heads up marketing at B2C Furniture, is co-founding her own wellness brand, and sits on the boards of the Digital Inclusion Project and the Aboriginal Retail Association, helping create more access and representation in our industry.
With 8+ years in the ecommerce game, including launching Yotpo into the Australian market, she’s worked across every corner of the marketing mix.
Meet Hannah
Hannah Udina is Head of Partnerships at Shopify and a natural connector at heart.
With a background in law and a passion for people, she’s spent the last decade building impactful partnerships across tech, ecommerce, and payments, helping shape the way we shop today. Her superpower? Translating big-picture strategy into meaningful, human-first relationships between brands, platforms, and communities.
Hannah is an expert communicator, a curious learner, and an advocate for doing business with both purpose and optimism.
When Two Worlds Collide
Hannah & Carmel first crossed paths over oysters and a three-course lunch, the kind of meeting that feels less like networking and more like fate.
At the time, Hannah was working in payments and looking to partner with a digital agency. Carmel was on the agency side. What started as a business chat quickly turned into a deeper connection over shared values: food, partnerships, and a genuine respect for how the other showed up.
Since that day, they’ve navigated the ecommerce world side by side, cheering each other on, sharing big wins and hard lessons, and building lasting relationships in the industry around them.
Humble Brags was born from that connection, a podcast and community that brings founders together through honest conversations, good energy, and a reminder that we can all win without gatekeeping the playbook.
Our Mission
Our mission is to give the world access to the stories of Australian founders, to spotlight local brands, celebrate their wins, and share the real, raw journeys behind them.
We’re passionate about creating spaces where founders can connect, grow, and be seen , not just as business owners, but as whole humans. Through storytelling, community, and curated experiences, we’re here to help nurture both the business and the mind. Because success isn’t just about scaling , it’s about staying grounded while you grow.