We have been a fan of Oh My Giddy Aunt for years, and decided to find out more about the creator Nikki Johnston. With a love for all things whimsical, she is the kind of Aunt you have always wanted...
You can visit her store at: www.ohmygiddyaunt.com.au
B&L: Tell us about your store, Oh My Giddy Aunt...
Nikki: “Oh My Giddy Aunt!” is an online store specialising in Personalised Jewellery and Keepsakes.
I believe the treasures we have in our lives are special because of their “story”. They might have a personal story, a cultural or traditional story, an imaginative story or they might help “tell” a part of someone’s life story.
I also love “keep-forever” gifts that will be treasured always rather than ending up in landfill.
Being online means I can spend time with customers to create something unique and personal. This also means that I get to know many of the customer’s stories and I take my responsibilities in making a keepsake very seriously as I know they have an important job to do.
B&L: Where did the name come from?
Nikki: "Oh My Giddy Aunt!" was an English exclamation of surprise particularly popular during the 1920s - although the first written record of the phrase dates back to the 19th century. While nobody really knows exactly where/how/why the phrase started, “Giddy” (meaning slightly dizzy or confused) has long been in use, even occasionally by Shakespeare!
I’ve always loved the phase “Oh My Giddy Aunt!” It comes in very handy in many situations and is best exclaimed whilst clasping pearls (Real or imagined!)
I’ve also always loved real “giddy aunts” – the women in our families who are the keepers of family stories and the tellers of wonderful tales... and they usually have houses full of treasures and interesting bits and pieces collected from all over the place... all with a story of course!
B&L: How did you get started?
Nikki: I used to be a Fairy Queen... honestly! I started a Fairy Shop in 1993. I got to wear wings and a tutu to work every day and I loved being able to help with a little “fairy magic”... or wonder, joy and imagination. A child always remembers her first pair of fairy wings and it was a great honour to be a part of special moments like that.
I had sold the shop and had been working for children’s charities when my nieces and nephews started coming into the world but I was bursting with ideas for things I wanted to give them... so back into business I went.
I figured I was a little too old to be a Fairy Queen, but I was totally besotted with my nieces and nephews so a “Giddy Aunt” was a most fitting role. The business was part-time for the first 6 years but now I have to dedicate just about every waking moment to it... luckily I love what I do!
B&L: Who designs the items found in store?
Nikki: In the early days, nearly all of the products were my designs but the business has grown so much that now I include lots of items from other designers.
Where possible I try to stick with handmade or Australian designed or made, but we also have an extensive range of “ready to wear” charms, lockets and special occasion jewellery usually stocked by traditional jewellers.
With most of my designs it is the “story” that comes first and then I design something around that.
B&L: Where do you get your inspiration?
Nikki: From the Giddy Aunts and Grand Mamas of yesterday.... and the nieces and nephews of today!
Many of my designs are inspired by antiques. I really love the romance and sentimentality of Victorian and Edwardian jewellery but I want my designs to be classic enough to look equally great worn alongside antique or contemporary pieces.
Many of the Oh My Giddy Aunt “special occasion” pieces mirror the ages and stages of my real nieces and nephews: New Baby, Christening, First Birthday, Tooth Fairy Times, Graduations.... and so on.
I also love “whimsy” and things that spark the imagination... and if I’m really, really honest, a lot of my driving inspiration comes from wanting to create gifts that will put me in “favourite aunt” position!
B&L: Do you have a fairy garden at home?
Nikki: Fairies aren’t just in the garden at home – I have fairies everywhere! Most of the fairies have been given to me over the years but I also have quite a few I have collected myself.
I have a couple of very-fairy nieces who leave notes for the fairies in my garden - although last time they visited they were concerned that a goblin had been swimming in the bird bath because there was a bit of green slime about!
B&L: What is your favourite item from your store, Oh My Giddy Aunt?
Nikki: My first design was my Funki Fungi (Fairy Mushroom Stool). I longed for these when I had the fairy shop – in fact I think I first started wishing for these when I was a child – so I put a lot of time and effort into coming up with a “real-life” mushroom stool for big fairies!
With the jewellery designs, the latest is always my favourite... until the next one comes along. At the moment it is my Keepcakes (Keepsake Cupcakes) and the One Carrot Diamond Jewellery... but I can feel another favourite coming on...
The item I have the most fun with is my Tooth-Fairy Wish-Charm Bracelets. As my nieces know, I’m not the Tooth Fairy but we are very good friends and I have a direct line to her.
B&L: What has been the biggest challenge you have faced in running a business?
Nikki: Doing everything – but that is also a good thing!
Online businesses are a lot less predictable than a shop front and you can’t just stick your head out the door to see if there are people about. Getting used to the unpredictability and riding the ups and downs has taken a lot more effort online than it did with a “real life” shop.
When I started, break-even for an online business was supposed to be about 5 years – whereas it is about 2 years for a shop. From experience I would say that is about right!
B&L: Describe your homewares style, does your home decor reflect your Oh My Giddy Aunt range?
Nikki: Absolutely! I am a bit of a collector and have trouble parting with anything that has a story or memory attached.
I very rarely buy new and would much rather have something old, handmade, or a little worn with character than shiny new and mass produced.
Decor is simple – walls are white or white-ish!
B&L: What does being a woman mean to you?
Nikki: Having the the freedom to do what I want when I want. But I also feel a responsibility to be aware that I am very lucky to be in that position and that there are a lot of women in the world who don’t have the same freedom.
The other good thing about being a woman is that we usually get to wear more jewellery! |
