Nikki Horovitz and Toni Joel are the two women behind the 100% Australian-owned brand tonic. Celebrating their 21st year in business, the ladies have been bringing beautiful home fragrance, bath and body products to Australian homes for the last two decades. A rarity in today’s retail climate, tonic really is the definition of a quintessential all-Australian brand, with all products handmade by Australian staff using locally sourced ingredients. Sandi Sieger chats to them.
Tell us what was the catalyst for the idea behind tonic?
We saw a niche in the market for a service that provided buyers with a complete range of gift products. After encouraging the gift buyers to give us their complete brief, we began sourcing locally produced bath and body products. With an eye for creative packaging, we managed to fill the shelves of several major retailers including MYER, Sussan, Sportsgirl and Esprit, among others in our first year.
This concept evolved and expanded as we adapted to the changing market conditions and customer needs. Today our bath, body and home fragrance products and packaging are completely manufactured by tonic, utilising local suppliers. We are proudly 100% Australian made and 100% Australian owned.
You started the company in 1992 with no investment. Did you ever think you’d still be going so many years on?
We knew we were onto a good idea and believed we could sustain a business model with this philosophy. We were fortunate that we were able to build trusted relationships with our suppliers and gain trading terms that enabled us to pay our suppliers after our customers paid us – I’m not sure how this would work in today’s economy!
We believe the secret to longevity in business is to always focus on the present. We have always tried to make the most of every opportunity that arises… but the longevity has been a pleasant surprise for us too.
What was the biggest challenge in starting the business?
We believe our biggest challenge was finding the right balance between working and motherhood. But after 21 years, we think we have it pretty down pat.
How important was it that tonic be an Australian owned and operated business? All of your products are handmade by Australian staff using locally sourced ingredients – why is this important to you?
We love manufacturing and buying locally made and sourced products; it’s always been really important to us to be a 100% Australian brand – something that is a rarity today. We see it as doing our bit for the country by supporting local industry, local farmers and helping out the local economy.
Producing in Australia also allows us to have a bit more control on the quality of our products, and enables us to turn things around quickly, make alterations and repeat certain styles. All of this would definitely be more difficult if we were to go offshore. We are determined to continue manufacturing locally and hope our audience appreciates and sees the value in Australian made items. At the end of the day, like any business, we’re always striving to keep our costs down with the hope that we’re able to continue producing and manufacturing in Australia.
We believe if we continue delivering beautiful, quality pieces the demand for our products will remain strong (and keep us local)!
tonic is branching out into the international market. Was it always your goal to do so?
Yes! It was a long-term goal. Over the years as we travelled overseas for inspiration, we could always imagine our product in places like Lane Crawford and Space NK, and when we were ready that’s exactly where we went. We have now been in Lane Crawford for over 10 years, and Space NK, our latest overseas venture, for 12 months.
Where are your favourite places to eat, shop, drink and enjoy in Melbourne?
NH: I love the CBD. I love all the lanes and beautiful old arcades in Melbourne. My favourite restaurants are the authentic Italian cafes that spill out onto Degraves Street.
TJ: I love gardens and the beach. I walk on the beach three mornings a week and stop for coffee somewhere that I can watch the waves. I also love shopping in town.
What does being Australian mean to you?
NH: I love the beauty of our country… the contrast of colours – from the amazing, white sand of our beaches to the red dirt of Australia’s centre and the green of our rainforests.
I marvel at how much of the world’s natural beauty is right here in our backyard. I also love that we have the benefit of being a modern country and abreast of all the latest in fashion technology, but we are still far enough away to feel safely distant from the world’s conflicts.
TJ: Being a sixth generation Australian, I certainly feel a great sense of history and privilege living in the “Lucky Country”. I love that Australia is known for its multiculturalism and I enjoy the blending of cultures, food and celebrations, which stems from this. I’m very grateful for how I always feel safe, which is something I’m reminded of especially when I travel. It’s always such a wonderful feeling to arrive home, and to be able to call Australia home.
