WHO Magazine Business Spotlight Feature | Tara Treasures

Tara Treasures: Finding Purpose in Play

When Jooli and Jag lost their jobs in 2020, they turned a small side hustle into a global fair trade business. Tara Treasures, named after the Nepalese goddess of compassion, now partners with 350 artisans in Nepal to create handcrafted felt toys that inspire imagination and early learning.


From humble market stalls to 800 retailers worldwide, the brand has become Australia’s first Fairtrade Certified children’s brand, known for collaborations such as The Gruffalo and Wombat Stew. Behind every toy is a story of empowerment, sustainability and heart.