About us · A note from Luke
It started with a story for my son.
A little imagination. A growing camera roll. And a wish to keep our stories together.
I’m Luke, and Lullashelf began with the stories I made for my son—small adventures inspired by his day, his imaginative play, and the things we wanted to explore together.
01 The first stories
His world, turned into stories.
With the help of AI, I started making picture books about the adventures of his day and the worlds he dreamed up in his play. Some grew from something he had done. Others followed a make-believe adventure he was already imagining.
It gave me another way to meet him in that world: to follow his ideas, build on them, and turn them into something we could read together.
Stories also became a gentle way to talk about our family values, big feelings, and the tricky things that sometimes need a little more time and care.
02 Finding our shelf
The stories grew.
So did the camera roll.
Once a book was made, its pages ended up among all the other pictures on my phone. We had these lovely, personal stories, but no digital home that made them feel like books we could pick up and enjoy again.
I wanted something more inviting for our family. Somewhere to keep the pages together, find a favourite, and share a story with the people we loved.
That little wish became Lullashelf.
03 A story to share
A shelf became a way to stay close.
As we started sharing stories with cousins and other family members, the idea grew. Over FaceTime, we could read stories to one another and enjoy them together, even when we weren’t in the same room.
It became about more than where a book was stored. It was about who we could share it with, and the time we could spend together around it.
That is still the heart of Lullashelf: keeping our stories close, and the people we share them with closer.
Our team · Ōtautahi Christchurch
Lullashelf co-founders
Meet MJ and Brittany.
MJ (Mattai) Meafou and his wife Brittany are co-founders of Lullashelf. We’re building Lullashelf around something we all care about: making time for our children, sharing stories and helping families feel connected.
You might know MJ as @dadbehaviour on Instagram (opens in a new tab). Together, he and Brittany also founded and run the Christchurch Dads Stroller Club. Through walks and events like Beards & Braids, they create opportunities for dads to make friends, learn something new and talk openly about the everyday joys and challenges of fatherhood.
They bring that same welcoming, down-to-earth spirit to our team. Whether it’s a walk with other parents or a picture book shared at home, we believe the little moments together matter. That’s at the heart of the Lullashelf we’re creating together.
Photo: Dave Risdon / @qualityantics on Instagram (opens in a new tab)
From @dadbehaviour on Instagram (opens in a new tab)
Welcome to Lulla World
A little world.
A place for everyone.
Lulla and friends bring that feeling of belonging to life. A lantern, a cosy corner, an open book, and someone to share it with. This is the world we want you to feel at home in.
From our family’s shelf to yours
Your stories belong here, too.
Whether it begins with a day’s adventure, a little make-believe, or a book you love reading together, I hope Lullashelf gives your family a place to keep it—and a reason to share it.
Luke Dad & creator of Lullashelf