MORGAN Wills has one of those brains that it would be intriguing to peer inside and take a quick tour around.
Her grey matter is of the creative, entrepreneurial kind.
As an interior and furniture designer, she has turned her hand to decorating Crown casino.
As an event manager, she has been responsible for organising film festivals to high-end concerts.
And now, as the creator of her Morgan Wills craft label and a Ballarat craft shop, The Crafty Squirrel, her mind buzzes with a never-ending stream of ideas - from transforming pre-loved woollen jumpers into funky scarfs, or a line of babushka dolls, to jewellery, her trademark craft kits and cards and stationery made out of vintage Golden Books.
"I'm constantly thinking of new ideas," Morgan says.
"I think it's all the same skill set, whether I'm gardening or in my studio laying out jumper squares to make a blanket.
"I'm using concepts like colour combination or project-management. It's all connected."
Her mind is at its buzzy best when scouting the world for new craft items to sell in The Crafty Squirrel, which opened in 2010 in a former butcher shop that abuts her home.
She sells craft from around Australia and the globe as well as her own.
There is haberdashery sourced from an old Parisian store, Japanese figurines, sewing kits from the US and UK, and a vast range of homewares and vibrant vintage fabrics. "When people come into the store, and they have similar tastes to mine, they just say "wow", they feel like they're in heaven," says the mother-of-two.
"I've designed it and stock it with everything I love. I never buy anything because I think it will suit a particular customer."
Morgan says she cannot remember a time she was not crafting or collecting.
"I always had a desire to collect. I had a shoe box which had icy-pole sticks, cotton wool balls, tin foil in it - just stuff to make things out of," she says.
As an adult, this desire transformed into her interior design businesses.
She was part of a 400-strong team that put the decorative touches on Crown casino before she launched her furniture-making and design business.
"All my pieces had a story behind them. One chair I made, for instance, had New Zealand tiki emblems. Because I'm half-Maori, I was inspired by the story of my grandmother across the ocean," Morgan says.
It was while working in event management that Morgan became pregnant with her first child and her mind turned to starting her own business, first launching Morgan Wills in 2006, which is also now stocked in 60 outlets around Australia.
Morgan acknowledges the boom in craft but says it's a skill that has never gone away.