Grab your smoothie and get comfy because the Australian design scene just served some major tea — and yes, fruit is involved.
So, picture this: Maison de Sabre, the ultra-cool Aussie brand known for turning everyday accessories into design pieces, drops their playful Sabremoji Fruit Charms in 2023. Think strawberries, oranges, apples — all the fruity goodness, in charm form. Super cute. Super original. The world loved them.
Fast forward to 2025… drama hits.
Fashion retailer Sportsgirl decided to roll out their own fruity bag charms — and let’s just say, if imitation is the sincerest form of flattery, Maison de Sabre just got flattered hard. Like, “that’s-my-exact-outfit” hard.
Maison de Sabre wasn’t having it.
Copycat Meltdown Ensues
Omar Sabre, co-founder of the brand, went public, calling out the lack of real design protection in Australia. His point? The law’s so loose that big brands can swipe your creative baby before you even finish your Instagram reveal post.
The internet went wild. Designers backed Maison de Sabre. Supporters rallied. Even memes were made (you know it’s serious when the memes show up).
Sportsgirl Backs Down
Facing the heat, Sportsgirl pulled the charms off shelves and promised to “review internal processes.” Translation: “Oops, we got caught. Won’t do it again (we hope).”
But beyond the scandal, this saga lit up a major issue: Australia’s design protection laws are weak. And that’s a problem.
Because when indie creators keep getting ripped off, it kills innovation. Why pour your soul into design if someone else can just clone it — and profit?
So, What Now? How This Story Affects the Design World
This is more than juicy drama. It’s a wake-up call for every small brand and creative entrepreneur out there. Here’s what you can (and should) do:
- Register your designs. Seriously. Unregistered rights are flimsy at best.
- Document everything. Your sketches, mood boards, brainstorms — all proof you were first.
- Stay vigilant. Watch the market.
- Protect your branding. A strong brand can sometimes defend you better than the law.
And now, the million-dollar question…
What Does This Have to Do with Cuservi?
Glad you asked. Because this is exactly where Cuservi steps in like a creative ally with a battle plan.
If you’re a creative brand worried about:
- Protecting your intellectual property
- Standing out with unique, traceable design
- Using AI to monitor the market for copycats
- Crafting your brand voice so strong, even a dupe can’t fake it
Then we’ve got your back.
At Cuservi, we help companies own their originality — from product naming and copywriting to building legal-proof brand systems that scare off the copycats and scream, this is ours.
You keep dreaming up brilliant ideas. We’ll help you protect them — and tell the world they’re yours.
Want to make your next product unmissable and unstealable?
Let’s chat.
Your originality deserves more than a fruit fight.
