From Side Hustle to Successful Business: The Inspiring Journey of Tara Treasures
Amid the challenges of 2020, Jooli Chan found herself navigating the complexities of motherhood and work after the birth of her second child. The pandemic added to the uncertainty when her husband, Jag, was made redundant, leaving them both unexpectedly jobless. However, this setback turned into an opportunity thanks to their longstanding side hustle—selling traditional Nepalese craft products at local markets throughout Victoria.
The Chans’ passion for promoting crafts from Nepal was ignited by Jag’s heritage. “We wanted to showcase the variety of crafts that Nepal has to offer,” Jooli explained, but their focus shifted dramatically following the devastating earthquake in 2015. Visiting Nepal a month later, Jooli and Jag resolved to help local artisans. Many women in Nepal relied on foreign aid, prompting the couple to concentrate on selling felt products crafted by these artisans, thus providing them with an alternative source of income.
Prior to the pandemic, Jooli had established the website Tara Treasures to facilitate online sales. Named after the Tibetan Goddess of compassion, the brand also honours their daughter, Tara, whose name embodies the company’s values. As lockdowns commenced and local markets ceased operations, their online venture quickly became their primary income source, especially after Jooli lost her job.
Recognising the significant void left by the market closures, the Chans pivoted their strategy to focus exclusively on online sales. “It wasn’t easy managing a business with two kids at home, one being an infant, but my digital marketing skills gave me a solid foundation,” Jooli said. They leveraged social media and paid advertising, transforming their Instagram presence into a thriving platform with an engaged audience.
With Jooli’s expertise, Tara Treasures expanded beyond sales to product development, focusing on toys that resonated with children. These included finger puppets and playmats inspired by themes like the solar system. Their creative vision quickly gained traction, leading to the acquisition of a warehouse in September 2020 due to soaring demand.
The Chans’ innovative approach caught the attention of a licensing company, allowing them to adapt beloved children’s books into crafted toys. Notable collections included works by May Gibbs and Julia Donaldson’s iconic ‘The Gruffalo.’ Tara Treasures also proudly became Fairtrade Certified, making them the first children’s brand in Australia to achieve this recognition. “We underwent two years of scrutiny to earn Fairtrade certification, ensuring the women artisans in Nepal received fair wages in safe working conditions,” Jooli noted.
Transitioning from a market-based operation to a thriving online business in 2020, Tara Treasures now boasts impressive revenue figures—totaling $13 million, with projections of $5.5 million for the 2024/25 financial year. Their products can be found in 800 retail locations worldwide, with a significant proportion of sales (30%) coming from the U.S.
Now, as CEO, Jooli oversees all aspects of the business, while Jag manages finances and operations. Through numerous challenges, they have prioritised purpose and passion along with profitability. “In establishing this business, it’s vital to follow your heart. While earnings are important, finding meaning in what you do is equally crucial,” she advised.
Presently, Tara Treasures supports 350 artisans across five production facilities in Nepal and has a dedicated team of 17 in Australia. Their felt educational toys are extensively used in Australian schools and early learning centres, and the Chan children also partake in the design process, contributing ideas for future toys.
Jooli expressed pride in her finger puppets, which gained significant attention and established a solid reputation within the market. Looking ahead, they plan to collaborate with Zoos Victoria to develop puppets of endangered species, with hopes to form additional partnerships aimed at educational initiatives.
Reflecting on their journey, Jooli concluded that their redundancy turned out to be a blessing. “I would never return to corporate life now. The experience guided us to new possibilities and paths,” she affirmed.
With a blend of heart, creativity, and determination, Jooli and Jag Chan’s journey from unemployment to successful entrepreneurs is a remarkable testament to the potential that lies in adversity. Their commitment to ethical practices and community support continues to inspire many aspiring business owners and consumers alike.
