Demelza Haines and Adam Murphy started Welly’s Wonders as an imaginary world of stories for their son Llewellyn, or Welly, never thinking it would turn into a flourishing business.
“My son and I started creating stories and characters during the day and Adam would come home and would sketch and illustrate,” says Demelza
The couple started the business in 2013, with their partnership combining skills gained in various creative industries.
Adam spent almost 20 years working at the prestigious Disney Studios, giving him world-class training in animation and drawing.
“I started there just before I turned 16. I had a really sheltered childhood where I just drew a lot, so I was stepping into this other world,” says Adam.
When Disney Studios in Sydney wrapped in 2006, Adam was unemployed for the first time in his life.
“We got that call saying we're going to wrap up the studio, and it was like a bomb going off,” he said.
After finding work as an illustrator in Sydney, the pair had no idea that having their son would be a major turning point in their lives.
“When we had our child, I was always wondering what goes on in his head? That was why we started Welly's Wonders,” Demelza said.
“The books are about trying to create something that is very gentle and timeless and suitable for all ages.”
While their characters are popular with readers, reaching new customers was the biggest challenge. Attending events and doing meet-and-greets was key to their success.
“So much of our online business comes because we've met them face to face. It's definitely been the backbone of our business,” Demelza said.
After finding its feet, Welly’s Wonders initial equity of $500 multiplied, as sales of their books passed 5,000 copies.
With demand from all over the world, the business credits MyPost Business for providing a quick and easy way to ship their growing range of products.
“We’ve posted our products all over the world so MyPost Business saves us. Australia Post is really easy and it’s a one-stop shop," says Demelza.
Instead of opening a brick and mortar shop, the couple made the business decision to strike up a partnership with a local café instead, to display and sell their range.
“[The] café Bill and James now stocks our books and displays and sells all of Adam's original artwork. It's like we're business partners,” Demelza says.
While Adam and Demelza are proud of what they’ve achieved these past five years, it’s their loyal customers who make the hard work worthwhile.
“It's that childhood sense of memory and nostalgia and we get a real emotional response,” Adam said.
“We’ve really tapped into that real universal childhood thing, and it’s that sense of kindness and wonder that I think people and grown adults miss.”
Watch this story at the top of the page, or catch the full episode on SBS On Demand.
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