At our B!G Showcase in May, we were lucky to sit down with the incredibly bubbly, energetic and inspiring Ailbhe Keane, co-founder of Izzy’s Wheels. Izzy’s Wheels was founded by Galway sisters Ailbhe and Izzy Keane. The idea began close to home. Izzy, who was born with Spina Bifida and is paralysed from the waist down, always saw her wheelchair as a symbol of freedom. However, she never felt it reflected her personality.
So, in 2016, while studying at the National College of Art and Design (NCAD), Ailbhe designed colourful wheel covers for Izzy’s chair as her final-year project. From that moment on, the idea gathered momentum — and today, Izzy’s Wheels collaborates with some of the world’s biggest brands.
But what does creativity really mean to someone who built a global business around it?
For Ailbhe, creativity is deeply personal.
“Creativity is being able to express your ideas — whether that’s through what you wear, what you do in your job, or simply using that part of your brain that makes you feel excited.”
In other words, creativity is not limited to art or design. Instead, it’s about expression and energy.
According to Ailbhe, creativity makes life richer.
“Creativity is important because it’s a really interesting part of your brain that makes everything more exciting. The more creativity you bring into your day, the better your day is going to be.”
Importantly, she sees creativity as something that enhances everyday life — not just careers.
Ailbhe firmly believes they are. However, she emphasises that creativity must be nurtured.
“I think everyone is creative, but it needs to be nurtured — especially from a young age. Whatever it is about you that makes you feel creative, you should try to do it every day.”
This belief aligns closely with The B!G Idea mission: creativity is not rare — it’s universal.
For Ailbhe, creativity isn’t optional. It’s the foundation of her business.
“My whole business is run on creativity. From Instagram to our website to our emails — everything has to be creative. That’s what differentiates your business and makes your brand memorable.”
Therefore, creativity becomes a competitive advantage.
When asked what advice she would give students, Ailbhe didn’t hesitate:
“The more creative you can be, the better.”
She admitted that, while she always loved art and design, she wasn’t sure in school whether she could build a career around creativity.
“I followed my passion. I went to art college. I loved it. Now I’m running a business — and I never thought I’d be running a business.”
Her message is clear: creative paths are possible.
Ailbhe reflected honestly:
“If I had The B!G Idea programme in school, I wouldn’t have been as confused about my career path. It’s overwhelming figuring out what to do after school. I got where I wanted to be — but I might have gotten there quicker if I’d nurtured those skills earlier.”
That perspective speaks volumes about the power of creative education.
Ailbhe was refreshingly direct:
“The biggest lessons you learn are from failure. You don’t learn as much from succeeding.”
Running a business, she explained, involves constant setbacks. However, those setbacks build resilience — and resilience is essential in any career.
Her final advice was practical and powerful:
“Always have side projects going.”
She explained that creativity thrives when you experiment freely — whether through doodling, making pop-up books, sketching or simply exploring ideas.
Importantly, those side projects don’t need an audience.
“You never know where an idea will go. It might become something amazing — or you might just learn something from it.”
Either way, your brain grows stronger.
Ailbhe’s story perfectly captures what The B!G Idea stands for:
Most importantly, her journey proves that creativity isn’t just a school subject — it’s a life skill. And sometimes, it even changes the world — one wheel at a time.
