Founded by Melbourne mum-of-two Jooli Chan, Tara Treasures offers a delightful range of handcrafted felt toys that are as beautiful as they are meaningful. The toys are lovingly made by women artisans in Nepal, using traditional felting techniques passed down through generations.
Frustrated by the vague “ethically made” claims often tossed around by brands, Jooli set out to do things differently — and transparently.
“Anyone can say their products are ‘ethically made’ but what does that even mean? How do you know that your factory doesn’t have sweatshops as subcontractors?” Jooli says.
“We spent almost two years registering our business with Fairtrade. The women in Nepal who work for us are paid award wages and all the factories they work in are currently in the process of becoming Fairtrade certified as well.”
The mission behind Tara Treasures is as personal as it is powerful. After the 2015 Nepal earthquake, Jooli and her husband Jag, who grew up in Nepal, felt a strong pull to give back to the community. What began as a side hustle selling handmade toys at Melbourne markets has now blossomed into a global brand.
“These women, often mothers, work from home or in small community workshops, allowing them to balance their work with family responsibilities,” Jooli says.
“They are talented women who use traditional felting techniques passed down through the generations. Preserving their culture is just as important as providing sustainable employment.”
Since shifting to an online model in 2020, Tara Treasures has seen phenomenal growth. The business is now expected to reach $5.5 million in revenue for the 2024/25 financial year, marking a 72% increase year-on-year. It now supplies over 800 retailers worldwide.
The toys themselves are made from 100% natural wool sourced from New Zealand and dyed using eco-friendly, non-toxic dyes — making them a big hit with eco-conscious families. From felt food and animals to planets, finger puppets, nature play sets and cot mobiles, each toy is thoughtfully designed in Australia with open-ended play in mind.
The brand has also teamed up with Aussie publishers to bring beloved children’s stories to life in felt.
“We have been lucky enough to create a May Gibbs collection. In June we will launch Julia Donaldson’s ‘The Gruffalo’, and we are the first business to obtain the license for ‘Wombat Stew’ from Scholastic Australia,” Jooli says.
“We were also featured on The Wiggles with our Old MacDonald finger puppets! It was one of our earliest designs and we were so proud.”
Tara Treasures has quickly become a go-to for early learning centres and Montessori-inspired playrooms across the country. Their toys support fine motor development, imaginative play, and problem-solving skills, and are now found in hundreds of Australian preschools and daycares.
And for the fur babies? Tara Treasures hasn’t forgotten them either — offering an adorable range of felt cat toys, with some even featuring a hit of catnip for extra fun.
To explore the full range and learn more about their story, visit: taratreasures.com
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