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The Joy Store, operated by The Kindness Collective, allows parents who need a bit of help to choose Christmas presents for their children at no cost.
At this time last year Shona was spending her nights lying awake, fretting about money.
Like so many other New Zealanders, the foster grandmother’s family was struggling in the aftermath of lockdowns and the soaring costs of, well, everything. Christmas was looking bleak and the thought of her children going without presents was awful.
When she was told everything would be OK, that there would be a Christmas, Shona wept in relief.
“The Joy Store made sure my grand-kids didn’t miss out; and they really would have missed out.”
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The Joy Store needs 30,000 toys to make sure 10,000 children have a magical Christmas.
Shona’s keen to keep her real name a secret, not because of shame but to preserve the mana of the children she cares for.
All too often dignity goes by the wayside for people helped by charities, she says, and that’s just one of the things that makes the Joy Store so special.
Sarah Page founded the Kindness Collective in 2014 as a way of helping parents and children access things they need. While the collective has long assisted with Christmas presents, this is only the second year The Christmas Joy Store has operated.
Where the Auckland initiative differs from other gift-giving services is it allows parents and caregivers to choose presents for their children, leaving the kids unaware the toys were provided by charity.
Families are referred by social services, police and schools or chosen through nominations then shop as they would in a normal store, except there are no price tags or checkouts in this one.
“We want them to feel like they’re at Harrods, they get given a shopping basket and get to walk around and make choices without the stress of paying for it.”
Abigail Dougherty/Stuff
Sarah Page founded The Kindness Collective in 2014.
Each child gets three presents, a collection of stocking stuffers, and gift wrap and tags are supplied. Festive food is also in the offering.
Opening on November 28 and running for three weeks, the store is a mammoth operation a year in the planning. Thousands of hours and dollars, as well as 300 volunteers have got it to this point and the work is far from over.
While about 6000 children received presents from the store last year, Page is determined that 10,000 will benefit this time around.
It’s a lofty target, but she believes New Zealanders will make it happen and the more support that’s received the more children that can be helped.
“Some of our providers have been given 250 places for people who can come, but we know they’ve got 2500 people who need it too.”
The store is currently stocked with enough for 2500 children but another 30,000 toys are needed. Hot Wheels, Barbies, board games and balls were the most popular gifts last year and Page is calling for many more of the same.
Toys must be new and can be dropped off to various collection points around the city, but its financial donations the charity is really after. Discounts from businesses like The Warehouse makes the money go further, meaning a $20 donation becomes a $35 toy.
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More donations mean more children that can be helped this Christmas.
Page says everyone involved with running the store feels lucky to be able to help and the stories she hears from shoppers show just how much of a difference a little kindness can make.
“Last year I had to walk out quite a few times. When you’ve got a mum whose taken a bus all the way from Papakura, who works full time at a supermarket and after paying rent and food has $60 left over for her kids? That makes it worth it.”
Every parent deserves to give their children a bit of magic, Page says, and every child deserves to receive it.
“Tell me what’s one of your biggest memories of childhood? I bet its around Christmas.”
Kim Gherhadt is a school social worker who sees the direct difference the store makes to both children and their families. She’s seen the happy faces of kids recounting what they opened on Christmas morning and the relief of parents who’ve been told the pressure is off.
“I see the tears and disbelief that someone will do that for them. It’s the most amazing blessing to so many people.”
And it’s not just the families who shop at the store or the children who open the presents who are blessed, she says.
“If you are part of this it’s a gift you give to yourself – you’re creating memories these families might not have had without you.”
- Financial donations to The Joy Store can be made through the collectives’ website which also has a list of drop-off points for those who prefer to buy their own toys.
