As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Jessica Munday.
Jessica Munday is the Co-Founder and People & Culture Manager at Custom Neon, a global leader in custom-designed LED neon lights and signs, which she launched with her husband, Jake, in 2018. Under her leadership, the company has grown into an internationally recognized brand, earning accolades such as Business of the Year at the 2022 Geelong Business Excellence Awards.
With a demonstrated history in the retail industry and an extensive background in HR and recruitment, Jess combines her passion for people with her business acumen to drive growth, foster a thriving workplace culture, and deliver exceptional customer experiences. She holds a Bachelor of Management (Human Resources) from the University of South Australia, specializing in Human Resource Management, and is widely respected for her strategic approach to business development and team leadership.
In this candid conversation, Jessica shares her journey, insights, and the strategies that have helped her build a results-driven business and empower other entrepreneurs to do the same.
What’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?
Custom Neon, or Neon Collective as it was originally called, happened quite opportunistically because I struggled to find an LED neon sign for my son Jagger’s nursery.
Realizing a gap in the market, I bought generic signs for my wedding with the idea of renting them out afterwards, as a little maternity leave side hustle. If there wasn’t any interest, I’d sell them on, nothing lost.
I set up an Instagram page called Neon Collective and posted photos from the wedding. The signs looked incredible, and as more people hired them, I added more images. Within weeks, the account was gaining traction, my hire calendar was booked out, and I was selling more than $10k worth of signage a week, all without spending a single dollar on ads! We knew this would be more than a maternity leave side hustle!
Beyond being a founder, I’m deeply invested in people, our team, our customers, and the culture we’ve built. My role now is more about HR, leadership, and creating a workplace of unity, camaraderie, and ownership. That’s what truly drives me. I am also mum to 3 young children, and my husband Jake runs the business along side me as CEO. I love that we are creating a legacy for our children, showing that you can create something from nothing and they will also never find women in leadership as anything other than normal.
Your work blends purpose with business, what’s the “why” that still gets you out of bed on tough days?
Our purpose is simple: “Illuminate our world to create unforgettable moments and spaces.
That might be a wedding day, a new baby, a business launch, or a pop up event. Our signs aren’t just décor, they’re part of someone’s personal story.
Knowing something we’ve created will be in people’s photos, memories, and milestones forever is a real privilege and never gets old.
Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?
We let our customers do the talking. When it comes to designing a sign, we want to know what it’s for so we can share in that excitement, we can help them picture feeding their newborn baby under that soothing glow. Or seeing their business name in lights for the first time. We have been there, we know the excitement it brings. Our communications are far from transactional. We’re passionate and enthused.
We still include a thank-you note in the box, and a follow-up email asking, “How did we do?” Because we always want to strive for excellence and exceed expectations.
From day one, we’ve encouraged our customers to tag us in their photos, because we genuinely love to share in their magic. That user-generated content shows our signs in real spaces, full of personality and meaning. It’s authentic, relatable, and far more powerful than anything we could stage.
What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?
Organic Instagram growth was, and still is our strongest marketing tool. We had no budget, so the strategy was simple: make the signs the hero, let the customers share their moments, and always respond personally. The result was a constant stream of authentic content that built trust, fuelled community engagement, and led to enquiries from around the world. It’s how we went from a side hustle to a multi-million-pound brand without spending a cent on ads in the early days.
How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?
I monitor customer enquiries, feedback, direct messages and social comments. I notice patterns and this forms the basis of our strategies.
We were noticing a rise in signage Channel letter signage and this month we have actually launched our new product range “Custom Illuminated Signs” We are now offering front lit, backlit and channel signage.
It was monitoring like this that also led to us being the first to offer fully matchable UV print signage and RGB colour changing, by continually listening to what our customers are asking for.
Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?
Paris Hilton sending us a voice note in 2021 still feels surreal. We’d gone from running the business from my dining room table to making signs for her wedding, album, and beauty products. It was a huge credibility moment and reinforced that our reach had truly gone global.
In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?
If people can look at a sign we made years ago and still feel joy, that’s success.It’s about being part of moments that matter.
It’s also about building a workplace where our team feels proud, inspired, valued, and connected. When our team members recommend others to join your team, you know you are doing something right!
Can you recall a moment when a failure became a story worth telling in your press or brand narrative?
When COVID-19 hit, 30% of our business disappeared overnight. We were still in our infancy and had just experienced dizzying first-year growth, so it was uncharted territory. Our core events and weddings sector had halted indefinitely.
I made the call to shut down our hiring arm, redistribute staff, and pivot hard into B2B. We supported local businesses with discounted signage to help them bounce back, and in return, they gave us incredible imagery. That shift became a catalyst for growth, taking us from a seven-figure business to eight figures.
What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?
As a team we have a peak or pit of the week. I think its good to also include pit because sometimes things don’t go to plan, you can lose a deal you worked hard on, and we want the team to be able to share that frustration. We dust ourselves down and move on the the next. Peak of the week, we share what’s gone well, a review that made us feel awesome, a customer that has been moved to tears because their sign meant to much, a new sign design, celebrity customer, just anything. The passion, and energy in the room always reinforces our why. It’s so good to see our team grow in skill and confidence and sharing this ignites others.
I also love reading our customer reviews.
How do you approach innovation in a way that makes your brand both trend-aware and timeless?
We follow trends in events, retail, and pop culture, but we also stick with our core products. We know what works. We speak with industry specialists and leaders in retail and signage design. Nothing we do is flash in the pan. Our products last up to 10 years, we remind customers of this when they are creating something based off a trend. We want to encourage longevity and sustainability. It’s about creating something that feels current now, but also stands the test of time.
If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?
Start before you feel ready. You’ll learn more by doing than by waiting for the perfect moment, which doesn’t exist.
Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?
From the start, we invested in customer service, even when it meant higher costs. We use Aircall and have offices in London, LA and Geelong, which gives us 23 hours of coverage. Being accessible almost 24/7 and having team members available across multiple time zones, on multiple channels, with fast response times has solidified our reputation as a brand you can trust.
How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?
It’s built instant trust with customers and opened doors with global partners we wouldn’t have reached otherwise.
If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?
That we are a brand built on quality, passion and authenticity. Every signs mean something to us, whether you’re Paris Hilton buying a sign for your wedding, or an entrepreneur illuminating your desk top logo on a budget, we’re excited! We care as much about the story behind your sign as you do.
Where’s the best place for our audience to follow your journey and explore your work?
Instagram is where you’ll see our signs lighting up real-life moments, and our website is the best place to start designing your own.
