My story

Goodordering began in 2012 with a simple idea: urban cycling accessories could be practical and full of personality. What started as a small crowdfunding project — supported by friends in the tight-knit East London bike community — has grown into an independent Hackney-based brand with customers around the world. Over the years we’ve opened a store in Seoul’s Gangnam district and received recognition including a National Business Awards shortlist and a UK Export Excellence Award.

The name “Goodordering” comes from a family ritual. After a great meal out, we’d all smile and say “Good ordering!” to my mum. That feeling — warmth, connection, and the joy of small, shared moments — still guides everything I design.

I’m Jacqui Ma. Before creating Goodordering, I designed bags for Puma, Virgin Atlantic, Microsoft and Debenhams. Originally from Australia, I’ve lived in London since 2002, now with my wife and our two kids in Hackney. The first Goodordering range was inspired by Japanese school bags and 70s–80s retro travel designs — functional shapes with a touch of nostalgia. Today, our bags remain practical, durable and water-resistant, with padded pockets and compartments built for everyday urban life.

Cycling has always been a big part of who I am. It turns the city into a neighbourhood and is still the fastest, happiest way for me to get around. Back in 2012, as the cycling boom hit London, I noticed that while bikes were getting more stylish, the accessories felt left behind. That gap — for colourful, unisex, functional cycling bags — became the starting point for Goodordering.

Life took an unexpected turn in 2016 when I was diagnosed with breast cancer, which later progressed to stage 4. It has been incredibly difficult for me, my family and loved ones, but it also brought clarity about what matters. Goodordering became more than a business — it became a lifeline, giving me purpose, structure, and a place to pour my energy and creativity.

In 2025, I made a decision to reshape the way the business runs. I shifted to small runs, limited-edition pieces and a more flexible, manageable approach. This allows me to keep creating products I’m proud of while maintaining balance in my life.

The Goodordering customer has always been at the heart of the brand — people who are organised, fun, busy, and not afraid to stand out. If you’d like to follow along with the journey in real time, I share bits of daily life over on Instagram at @Jacqui__ma.

Thank you for supporting Goodordering and for being part of this story.