Previously a fashion designer and thereafter an interior designer, Kelly co-organised the Pop Plant-based Festival, which brought 100 vendors, 100 media partners and an estimated 10,000 attendees together for two days of live music, outdoor fitness classes and a food marketplace. She also co-founded vegan pop-up Rootpop, which served American-style burgers without meat or meat substitutes; its menu is now available in multiple Bruno Caffe kiosks.