Beloved Moreton Bay store Twigs Toy Boutique to close

The owner of a popular Moreton Bay toy store who started out more than six years ago at local markets has opened up about her heartbreaking decision to take her shop in a new direction.

Michelle Johnassansen, of Joyner, has decided to close the Twigs Toy Boutique on June 29. Picture: Facebook/Twigs Toy Boutique

The owner of a beloved City of Moreton Bay toy store which has become a local favourite has decided to close, moving completely online, six years after throwing the dice and taking a gamble on a permanent shopfront.

Joyner’s Michelle Johnassansen recently broke the news about Twigs Toy Boutique, confirming it would shut on June 29.

Mrs Johnassansen said a tough economy and punishing hours which had affected her health led to the heartbreaking decision.

“I feel blessed I haven’t been forced to make this decision,” she said.

“Nobody, like the bank or landlord, is breathing down my neck.

“There’s a little piece of me still thinking I’m letting them (my customers) down, but it comes down to the fact I have to put my health first.

“I reckon I was on my precipice of mental breakdown a few times

“I’m glad I made the call to say enough is enough.”

Michelle Johnassansen with one of her business awards. Picture: Facebook/Twigs Toy Boutique

The news came as a great shock considering the business recently won the Nikki Boyd MP Pine Rivers Small Business Awards, in the Retail & Sales Category.

Launched in Lawnton back in 2015 as Little Tots Treasures, the same name used by her sister’s shop in Goondiwindi, it thrived in the early years due to great service and boutique and sensory toy offerings.

Mrs Johnassansen also held pop-up stalls at markets and local school events to get the word out.

The business grew and Mrs Johnassansen signed a 12-month commercial lease at Strathpine Centre on Gympie Rd in 2018 after telling centre management she could not afford the rent they wanted.

“Maybe it was out of pity, but it got me through the door,” she said.

“The centre changes its leasing managers often and there was another one I had to smooze up to.

“I said mate if you put the rent up, I’ll have to go.

“They didn’t do that, they were good to me.

The store will close later this month. Picture: Facebook/ Twigs Toy Boutique

“It’s never been about the money and looking at the numbers and economic climate the last couple of years, it’s been on the decline.

“I thought about putting it up for sale and then I thought, what would I do with my time?”

The 58-year-old, with the help of her staff, prided themselves on warm customer service.

Mrs Johnassansen said customer service was her superpower.

“I’ve never been about selling things, even though that’s what retail is,” she said.

“Sales naturally would come in a normal time if you helped people.

“The right product in front of the right person and a bit of customer service.

“It’s been a struggle for a number of months in retail.

“Because of all the pressure on mortgages, the young parents will look for a bargain online and not come to the store.

“People are opting for cheaper toy versions because of interest rates.

On the store’s ninth birthday, several customers presented Mrs Johnassansen and her staff with flowers, baked a cake and various other gifts. Picture: Facebook/Twigs Toy Boutique

On the store’s ninth birthday, several customers presented Mrs Johnassansen and her staff with flowers, baked a cake and various other gifts, a testament to her popularity.

Moving forward, she said she would go completely online for a period and take time to ensure her business was ready to operate so it stood out from competitors.

“I will still have the shop phone number for people who want tips,” Mrs Johnassansen said.

“I’ll still do click and collect and free home delivery in the local area, I know where most of my customers are.

“I did a lot of Covid-safe deliveries during the pandemic.

“I called them a knock and run, I’d send a photo of it at the front door.

“I’m of an age where I don’t want a website, I’m at the age where I want to see people.

“You know the hardest thing is how do I translate customer service across to a website.”

Mrs Johnassansen said she would continue to host pop-up stalls at various events in the region and keep customers up to date via the business’ Facebook page.

For now, she was looking forward to spending more time with her grandchildren and her husband of 38 years.