When Jooli Chan first began selling felt toys at local markets in Victoria, she never imagined she was laying the foundations for a purpose-led global brand that would one day be stocked by over 800 retailers worldwide. Nor did she foresee the $5.5 million business that would blossom from those early morning setups and felt finger puppet demos.

Tara Treasures isn’t your typical startup story. The business began from Jooli’s desire to help earthquake-affected artisans in Nepal to rebuild their lives. It’s a brand built on heart and the belief that business can be a force for good.

“Looking back, it wasn’t one ‘aha’ moment,” says Jooli, “but rather a series of quiet confirmations. Like the way our children would light up when they saw our finger puppets, or how customers kept returning with friends. That’s when we knew we were building something meaningful, not just a purpose-led business.”

An artisan business with an unlikely beginning

The idea for Tara Treasures took root during a visit to Nepal in 2015, just after the devastating Kathmandu earthquake. Through local connections, Jooli and her partner Jag met women artisans whose homes had been destroyed but whose felt workshops had survived.

“They asked if we could help sell their handmade crafts at our market stalls in Australia. It was a small gesture at the time, but it became a way for them to rebuild their lives,” Jooli recalls.

Back home in Melbourne, the couple began selling the artisans’ felt creations at weekend markets. The feedback was instant and emotional.

“We would see a child’s face light up as they slipped a puppet onto their finger, or hear a parent say, ‘These are so gorgeous and different, where are they from?’ That human connection to our customers and fellow stallholders was everything.”

The early days were filled with hustle.

“We would be up before dawn or pack up way past midnight, setting up our little stall with handmade toys and knick-knacks.”

Initially, it was about supporting artisans and covering stall costs. But as demand grew and the couple’s passion deepened, so too did the vision.

“At the time, we were simply trying to support the women artisans back in Nepal and earn enough to keep the stall going. We never imagined it would grow into what Tara Treasures is today, a global brand loved in over 70,000 homes.”

The leap to fulltime

When COVID hit in 2020, Jooli was on maternity leave. She was made redundant from her corporate job, markets had shut down, and the family faced uncertainty. Instead of retreating, they decided to double down.

“Jag and I both went full-time into the business and began building the online and wholesale arms from our home,” Jooli explains.

Taking the business online was the tipping point.

“The reach of social media meant that people from all over Australia and beyond could discover our brand and connect with our story,” she says. “After our first year online, when we reached one million dollars in revenue, I remember thinking, we have really come a long way.”

What began as a side hustle has become something with reach, impact and long-term potential.

Central to Tara Treasures’ mission are the women behind the toys.

“They are skilled, hardworking, and incredibly resilient,” Jooli says. “Many of them face the same challenges as women in Australia, such as raising children and running a household, but with fewer opportunities.

“A number of these women have husbands who work overseas in countries like Dubai, where jobs in construction are common for foreign workers. While their husbands are away, these women take full responsibility for their families. Working with us gives them the chance to earn a stable income during school hours, so they can support their children and still be present at home.”

These artisans often work flexible hours around school times, supporting their families while maintaining rich traditions of craftsmanship. From detailed stitching to hand felting, everything is made with care and precision.

“Every item we sell carries their story and the strength behind it,” she says.

And it’s not just words. Tara Treasures is now the first Fairtrade Certified children’s brand in Australia.

“It was never about using ‘ethically made’ as a marketing label,” says Jooli. “Getting Fair Trade Certified was our way of making that commitment real.”

The process was rigorous and took over two years.

“Every aspect was examined—from wages and workplace safety to the size of the production spaces. It was confronting at times, but also necessary,” she says.

The result? Better pay, safer conditions, and newfound confidence among the artisans. Many are now primary income earners in their families.

“There is a real sense of pride in their work. Fairtrade Certification has led to better pay, improved workplace safety, and more stability in their lives.”

Sustainable growth with purpose

Despite massive growth, from local markets to 800 global retailers and licensing deals with The Gruffalo, May Gibbs, and Wombat Stew, Tara Treasures has stuck to its values.

“Success is not always about speed,” says Jooli. “We have woken up each day with purpose, committed to our artisans, our products, and the families we serve.

“Just like many traditional stories across Asia and other cultures, success is not always about speed, but about staying grounded in your values and building layer by layer.”

The decision not to outsource to China is a big one.

“Yes, it would boost margins,” admits Jooli. “But if we in developed nations all manufacture in China, then who will support the makers in less developed countries? Our decision to manufacture in Nepal is about creating economic opportunity where it’s needed most.

“It may be slower and more complex, but it means that the women we work with in Nepal continue to benefit directly from every product we sell.”

Scoring licensing deals for so many beloved children’s books has boosted Tara Treasures profile – and Jooli is grateful for the opportunity to interpret the books in felt form.

“To be trusted with reimagining [these stories] is something we do not take lightly,” she says.

“It involves detailed approvals, close collaboration with rights holders, and a deep respect for the original stories and illustrations.”

Even The Wiggles have taken notice, featuring Tara Treasures’ Old MacDonald finger puppets on their show.

“It was surreal and incredibly special,” says Jooli. “Not just for the toy, but for the artisans in Nepal who made it by hand.”

Inspired by her kids, designed for all kids

Jooli tells Business Builders Tara Treasures’ designs are rooted in real play. She draws inspiration from her own children.

“My son Kieran helped choose the colours for our felt planet set based on books he was reading. My daughter Tara sings nursery rhymes that spark ideas for puppet sets,” she shares.

The brand aligns closely with the Montessori method and supports learning through hands-on exploration.

“Our toys are more than just beautiful village crafts. They are tools,” says Jooli. “Play is not a break from learning. It’s how young children learn.

“Our play mats support schema play, like hiding and revealing. Our felt food can be sorted into food groups, helping build early nutrition awareness. Even our finger puppets encourage storytelling and strengthen reading behaviours.”

Advice to aspiring founders

For those hoping to build an ethical business from the ground up, Jooli has clear advice:

“Be patient. A sustainable and ethical business cannot be built overnight. It takes time, consistency, and showing up every single day.”

Her personal motto?

“You add to it little by little, and one day you look back and realise you have built something solid.”

Looking ahead, Tara Treasures hopes to expand its impact beyond Nepal.

“The big vision is to bring our model of ethical, handmade production to other developing countries,” says Jooli. “To preserve traditional crafts and create meaningful work that changes lives.”

They’re also planning to partner more closely with Fair Trade organisations and continue building purpose-driven collaborations.

“We are not just running a business,” she adds. “We are choosing to make a difference through it.”

“In the next five years, I hope to see our impact grow beyond Nepal, reaching more communities where traditional crafts can be preserved and meaningful work can change lives.”

If Jooli could go back to her market stall days, she’d offer this:

“Take it all in. The sunshine, the slow days, the laughter, the friendly people who stopped by just to say hello. Some of my closest friendships were formed during those early market days.

“These days, there is more responsibility, more stress, and definitely less sunshine. But there is also pride, purpose, and a growing community that believes in what we do.”

Now with a thriving team, global reach, and a purpose rooted in community and craft, it’s safe to say Jooli Chan’s quiet idea to help has grown into something extraordinary.

And she’s just getting started.

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