There’s something timeless about walking into Granny Fi’s Toy Cupboard, a place where imagination is stitched into every creature and story. From hand-crafted dragons and whimsical dolls to enchanted accessories, this family-run business has become a beloved name for anyone who believes in the magic of make-believe.
But while many locals know the shop in the Armidale Mall as a must-visit destination, Granny Fi’s has quietly built a thriving online presence that now reaches customers across Australia, and beyond.
Owner Beattie Alvarez tells us that the store’s online presence has always been a part of their business.
“We opened in 2014, and we always had an online shop, but it wasn’t until the drought in 2019 and there was a big drive for people to ‘buy from the bush’ that the online side of things really took off,” she said.
“It was a steep learning curve for me, and it can be a lot to maintain but it is just such a great way to reach so many people.”
Granny Fi’s is a real family concern with Beattie, her mum and her husband all pitching in to create the beautiful handmade creations that now adorn rooms around the world.
“I think we have toys on just about every continent now except for South America and Antarctica,” said Beattie.
When asked what the biggest challenge has been, Beattie said, “Technology – I’m a toy maker I’m not a web expert and when it comes to things like social media, things are always changing.”
“You must keep up your momentum and be persistent. Accept that there will be ups and downs but just keep getting out there and making sure people know you’re there.”
Beattie said that the Granny Fi’s Facebook community is something she finds genuine enjoyment in.
“I love our Facebook community – I’m a writer so I love telling stories and they all really interested in our story, not just our product.”
The heart of Granny Fi’s remains the same: craftsmanship, storytelling, and a touch of whimsy. Every piece is designed and made with care, often inspired by folklore, fantasy, and a healthy dose of creativity. That commitment to quality and originality has paid off, with certain designs now becoming fan favourites.
“The dragons in all sizes are definitely our top sellers but then after that it’s probably a tie between the goblins and the mandrakes,” said Beattie.
“Originally when we opened, our target market was definitely children, but we know now that 90% of our purchases are for what I like to call children over the age of 18.”
Being a small business presents more challenges in time management as Beattie also regularly travels to events like the upcoming Supernova in Brisbane.
“Because I make everything by hand, I have to basically shut the online store down so that I can keep the stock levels high enough to sell products at events. We usually sell around 100 toys at an event like Supernova,” said Beattie.
You can still order a custom dragon online, but you might want to do so soon if you were hoping to have it under the Christmas tree.
As their online business continues to grow, there’s another exciting chapter on the horizon — quite literally. Beattie is preparing to release a new book. It’s a natural extension of her creative world and offers readers a glimpse into the artistry and imagination that fuels every creation.
The book, entitled Escape from Sherwood, is described by Beattie as an early reader about some kids who get sucked into a Robin Hood themed video game and then must find a way to escape. It is also illustrated by Beattie’s husband, David Allen.
“I had written books before but under a pseudonym, this will be the first one published under my name,” said Beattie.
“It originally started out as an adult short story but then sort of morphed into a children’s book. The official release date is the 2nd of November, and I’ll be holding a book signing at Collins on the 15th.”
Beattie openly admits to working from 7am in the morning all the way through until midnight some nights – sewing, running a business and keeping up with online orders and the business’s online presence. When asked how she manages it all, she said, “Honestly there is no balance.”
“But I genuinely love what I do and I’m stubborn – I do believe that this can work and I love this lifestyle.”
“In between the toys and the shopfront, itself, I’m really just trying to bring a bit of the childhood magic back.”
“I have had people come and visit from all over Australia and they’ll tell me that they have specifically come to Armidale just to visit my shop and that really makes me so happy.”
Beattie is also hopeful her new range of ‘Reloved Bears’ will be ready for launch before Christmas.
“Our unofficial motto for the shop has always been ‘heirlooms, not landfill’ – so our extension of that is that we’re now taking on some preloved teddies which we’ll be steam cleaning and patching up and then boxing up for someone new to fall in love with,” she said.
Whether you’re shopping for a one-of-a-kind gift or simply love supporting small local makers, Granny Fi’s Toy Cupboard is a reminder of how creativity and connection can flourish — both in-store and online. Their blend of craftsmanship and storytelling continues to charm hearts near and far.
You can browse Beattie and her family’s creations or learn more about the upcoming book by visiting www.grannyfi.com or following Granny Fi’s Toy Cupboard on social media for sneak peeks, shop updates, and a sprinkle of everyday magic.
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