Skip to content

We are always looking for new and different founders to highlight here on FounderU. We’ve had our eye on 123Muse for quite a while now, and finally got the chance to chat with the successful pair of brothers: Chris and Daniel Kellet.

123Muse sells digital products and services specifically for Adobe Muse users. 123Muse is a total powerhouse, run by two genuinely awesome entrepreneurs, and we are so excited to share their story with you:

Who are you?

We are made up of two brothers Daniel Kellett (the eldest) and Chris Kellett. We live in Pembrokeshire, Wales in the UK surrounded by 186 miles of amazing coastline. We work from our home office shared with Chris’s two children (Osian 9, Ruby 7) whom we home school, Chris’s wife (Rachael) and their dog (Marley) and cat (Miss Jessly Simkins). We spend part of each week working from various bars, cafes and pubs too. We have kept our business straightforward and efficient, choosing not to have a fixed office. We keep our business possessions to a minimum which is made up of two Macbooks and accessories that fit in two backpacks, one pro camera kit in a backpack, one additional camera backpack, hosting action cameras and backup Fuji’s and Sony’s, a drone backpack, and that’s it. Having such an agile, micro setup means, we can work from anywhere in the world with virtually no overheads.

What do you do?

In short, we sell digital products aimed specifically (at present) at the Adobe Muse user niche. However, this also entails training, educating and producing social media campaigns, training materials and courses, software tools and every aspect of design and development.

Why did you start 123Muse?

We found ourselves in a situation where our contracts with other firms had reached a natural end, and we wanted to have an outlet for all our ideas and creativity. We had always talked about setting up a business together, and the timing seemed right. Having worked with Adobe Muse since its beta and being very well known in the community as both a Muse trainer (a regular presenter at Adobe MAX) and widget developer for the Muse team it seemed the obvious choice. We started with the idea of being a monthly digital magazine however that quickly turned into a digital download service once we had a sufficient number of items in our catalogue. While our current inventory is comparatively small, we focus on quality and usefulness rather than quantity.

Why do you love doing what you do?

Having the freedom to see an opportunity, need or want from a particular group of users and having the skills and ability to fill those openings is very rewarding. When you get an email or comment saying “You just solved this problem or that issue for me, thanks” it is a great motivation. As it is up to us what we develop we can explore exciting trends and ideas and bring them to an ever growing user community which is cool, to say the least.

How important is being able to sell online to your business?

Our business does not exist without the ability to sell online. Of most importance is an efficient and useful digital products delivery service.

Why do you use Selz?

Good question. When we started, we looked for a reasonable priced, embeddable store, as initially the store was placed within an Adobe Muse built site. We liked the ability to customise the look and feel of the receipts and invoices (brand awareness is essential), but I think the biggest seller was Paypal support. More than 60% of our small transactions are made via Paypal, so it was a crucial decision as many another service that offered embeddable stores had little or now Paypal support most opting for Stripe or Worldpay. So all in all Selz was simple, well priced, had all the features we wanted, and we could see the potential and vision that the small Selz team had, and we wanted in.

What advice do you have for hopeful entrepreneurs?

Stay small and agile for as long as you can, automate as much as you can with services like IFTTT and our favourite, Zapier. Try not to dollar yourself to death with online services that you just like the look of but won’t ever use. Look around for alternative tools that do what you need at the best price. For example, we were spending nearly £200 per month on Mailchimp (which is an awesome service and we love it) however by switching to Send in blue a similar service that had what we needed we saved £160. For a big company that might seem like nothing but for small startups, it means a lot. Use tools like Get App to compare services.

Another example is Selz we used a similar service we would be spending more than double what we do on our store for no real extra benefit. Try not to borrow money if you are a micro business or if you do look at services like Paypal working capital or other small funding services debt kills creativity and turn motivation into desperation. You will be surprised at how little you need to get an online business off the ground – read or listen to this book it changed our view of starting a business forever.

Stay tuned to learn even more about this amazing company and the things they have in store for the future!

Like it? Share it.


About the author

Kristen DeCosta

Kristen DeCosta

Kristen DeCosta is a growth marketer and content marketing specialist turning casual browsers into loyal customers.

When she isn’t busy working, you can find Kristen out hiking a mountain or snuggling with her three rescue dogs, Cooper, Tobi, and Finn.


  1. RJ Joksch

    I looked at their site, 123Muse, and congratulate their success. I don’t do video’s unless they are music or airplanes so both home pages were useless to me. I get it that without saying it directly they make digital pictures and backgrounds for websites. For a first time look, at normal high speed in the business world (the speed that avoids slow videos), it is confusing and indirect. Not an educational process that would easily teach me what they are about and how they can help me.

    1. Selz

      Molly Corless

      Hey RJ, Thanks for your feedback. The coolest part about 123Muse is that they’re in a huge transition period of acquisition, so their website is a little different than it was a few weeks ago. We wanted to highlight their cool business without totally focusing on their website because of this. We’ll have more articles about them detailing their new venture soon. – Molly at Selz

    2. Selz

      Kristen DeCosta

      Hi RJ! Thanks for reading! -Kristen at Selz

  2. RJ Joksch

    I like these articles coming over but after reading this one I had no idea what they did until I went to Wiki and searched Muse. Ok, I overcame that, but while reading it was lost as I specialize in other fields such as financial and music, but I do build and manage several websites. It reminded me of reading the sports page, I can speed read an article and not once learn what sport they are talking about!

Leave a Reply

Your email address will not be published. Required fields are marked *