Our business began with a trip to post-earthquake Nepal. What we saw in the resilience of women artisans changed everything.
Jooli
When Jooli Chan started selling handmade crafts at a small market stall in Melbourne back in 2010, she had no idea she was laying the foundation for what would become Australia’s first Fairtrade Certified children’s brand.
What began as a side hustle would eventually transform into Tara Treasures, a $5.5 million business that’s changing how we think about ethical toy manufacturing.
The turning point came in 2015, not from a business plan or market research, but from heartbreak and hope. “What truly inspired the growth of our felt business was the Nepalese earthquake in 2015,” Jooli reflects. “In the aftermath of the disaster, we travelled to Nepal and were deeply moved by the resilience of the local communities, especially the women, as they rebuilt their homes and lives.”
It was during that trip that Jooli and her husband Jag, who grew up in Nepal, discovered their true calling. Walking through the devastation, they found felting workshops that had somehow remained standing. “It was then that we realised we could play a meaningful role in supporting these artisans by helping share their craft with the world,” she says. “We saw an opportunity to connect Nepalese felt makers with a global audience that values purposeful, handmade products.”
Following their hearts (and their kids)
The couple’s pivot from general handicrafts to children’s toys came from an unexpected source of market research: their own children. “One of the pivotal decisions in our journey was choosing to observe and listen to the interests of our own young children,” Jooli explains. “This help us realise that there was a gap in the market for handmade natural early learning resources that are visually engaging and handmade with fair trade practices.”
That insight led to what would become their signature product. “Among our most successful designs was the creation of handmade felt finger puppets that could bring nursery rhymes and classic stories to life.” Those finger puppets would eventually catch the attention of The Wiggles, who featured Tara Treasures’ Old MacDonald set on their show, a moment Jooli describes as making them “so proud.”
Today, Tara Treasures’ felt toys can be found in hundreds of daycares and preschools across Australia, supporting everything from fine motor skills to imaginative play. Their collections span toy foods, animals, cot mobiles, and even space-themed toys, all designed in Australia and handcrafted by women artisans in Nepal.
Purpose over profit
Anyone can say their products are ‘ethically made’ but what does that even mean?
What sets Tara Treasures apart isn’t just their adorable felt creations, it’s their unwavering commitment to ethical manufacturing. Frustrated by empty “ethically made” claims flooding the market, Jooli spent almost two years pursuing Fairtrade Certification. “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?” she challenges.
“Our business is created because we chose to follow our hearts, so it was motivated by a purpose to help our home communities in Nepal,” Jooli says. That purpose now provides meaningful employment for 350 women artisans, allowing them to work during school hours while supplementing their family income. “These women, often mothers, work from home or in small community workshops, allowing them to balance their work with family responsibilities.”
The brand’s commitment to preserving traditional craftsmanship runs deep. “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,” Jooli notes.
Growing pains and hard-won wisdom
Success brought its own challenges. The transition from market stalls to online sales during 2020 led to explosive growth, with revenue jumping 72% to $5.5 million in the 2024/25 financial year. But rapid expansion exposed critical gaps in their operations.
“One of the most significant challenges we faced was managing rapid growth between FY 2024 and 2025,” Jooli admits. “While growth is something many businesses strive for, ours happened at such a fast pace that it exposed gaps particularly in production planning and inventory management.”
The solution required both investment and innovation. “We overcame these challenges by investing in process improvements and bringing in key team members to strengthen our operations. One of the most impactful changes we made was building our own inventory management system, which has helped us resolve inconsistencies and gain better visibility over stock levels.”
The experience taught valuable lessons about sustainable scaling. “This experience taught us that scaling up sustainably is as important as growing fast. It also reminds us to be agile, to be willing to review and rebuild business foundations to support long-term growth.”
Advice for aspiring entrepreneurs
Some of the best lessons come from trying, failing and figuring out along the way
For those inspired to start their own purpose-driven business, Jooli’s advice is refreshingly honest and practical. “If you are starting a business, my advice is to lead with purpose. Know why you are doing it, because that reason will keep you going when the tough gets going. Be ready to learn as you go. Some of the best lessons come from trying, failing and figuring out along the way.”
She emphasizes the importance of building the right team early. “Build a good team, find people who believe in what you are doing and who bring skills onto the table that you do not have. Start setting up business systems early, it will make things a lot easier when the business starts to grow.”
Perhaps most importantly, she’s learned the value of humility. “One of the most important lessons I have learned is humility. Not everything is within your control, and sometimes you have to accept that. Challenges will always come, but they are a reminder to stop and reflect on why you started the business in the first place.”
Jooli’s vision extends far beyond felt toys. “As we grow, we will expand our business to other countries and communities that might need our help. That is the bigger vision.” With collaborations featuring May Gibbs’ Gumnut Babies, Julia Donaldson’s The Gruffalo, and the upcoming launch of Wombat Stew products, Tara Treasures is proving that businesses can be both profitable and purposeful.
In a world where “ethical” has become a buzzword, Jooli Chan has built something rare: a company that doesn’t just talk about making a difference, but has the certification to prove it. From that first market stall to Australia’s first Fairtrade Certified toy brand, her journey reminds us that the best businesses often start not with spreadsheets, but with hearts willing to help.
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