Profile: Claire Greaves

CLAIRE GREAVES: THE ART OF BUILDING, BECOMING, AND BELIEVING IN WOMEN

Some women build brands. Some build movements. Claire Greaves has built both, and now, she’s building something even more intimate: a body of artistic work that reflects the evolution of a woman who has spent her life creating with purpose.

As the co-founder and Creative Director of P.E Nation, Claire helped shape one of Australia’s most recognisable active-streetwear brands. What began as a shared vision between two women became a global force - bold, fast, expressive, and grounded in the belief that women deserve to feel powerful in their everyday lives.

But Claire’s story has never been confined to one lane. Her creativity moves, expands, reinvents. It’s part instinct, part discipline, part magic (wrapped in a wicked sense of humour).

From Fashion to Beauty, and the Power of Female Partnership

After years of building in the fashion world, Claire followed a new spark, one rooted in connection, humour, and the desire to create something real. That spark became BOOIE Beauty, a brand she co-founded with her close friend. Together, they have built a beauty line that feels like a conversation with someone who sees you exactly as you are.

The through-line in Claire’s work is unmistakable: she builds with women. She builds for women. She builds in a way that lifts the room.

It’s a philosophy we share deeply at feels@home. There is a particular strength and a particular softness that emerges when women create together. It’s collaborative, intuitive, and quietly revolutionary. Claire embodies that spirit.

The Artist Emerges

After years of leading at pace, Claire found herself drawn toward a different kind of expression, one that didn’t require strategy decks or launch calendars. She began painting. What started as a personal outlet quickly became a new chapter.

Her artworks are raw, layered, emotional. They hold tension and release. They hold story. They hold truth.

I (Emma) have one of her originals in my home, a piece called Cigarettes, and I absolutely love it. It’s striking, honest, and alive. It feels like Claire, distilled into colour and texture.

A New Chapter: Built on Purpose

Today, Claire continues to guide the brands she helped build while expanding her artistic practice with intention. She creates from a place of clarity, now choosing projects that feel aligned, meaningful, and creatively expansive.

Her evolution mirrors the journey so many women in our community are on: stepping into new seasons, trusting instinct, honouring growth, and allowing reinvention to be a strength rather than a disruption.

Claire Greaves is a founder, a creative director, an artist, a mother, a visionary. Above all, she is a woman who keeps choosing to create. And that is exactly the kind of woman we honour here at feels@home.