Aunty Whacky's handcrafted beaded bangles captivate with their colourful compositions (All photos: Aunty Whacky)
For many Asians, words do not carry much weight when it comes to expressing parental love. Phrases such as “I love you” or “I’m proud of you” do not roll off the tongue easily. But while they may not say so, they certainly have no qualms in conveying it through deeds and action, a truth Sarah Wong, co-founder of Aunty Whacky, acknowledges.
“I think gifting helps us convey love when we don’t know how to say it out loud. For example, your mum peeling and cutting up fruit for you or your father coming home with your favourite food or new socks from the pasar malam... to me, these are all expressions of love. It shows that we care but in a different way,” she says.
Having said that, selecting a present requires effort, especially when you want to be thoughtful and intentional about it. Wong learnt this the hard way a couple of years ago when she was invited to a Christmas party by her boyfriend’s family, for whom gift exchange is an important festive tradition.
“I must’ve spent weeks scrolling through thousands of products on various shopping platforms. Then came the ordering of all these items from different brands, which arrived separately in unsightly mailer bags or crumpled boxes. On top of that, wrapping paper had to be bought from entirely different merchants as well. So it really was quite a hassle just to get the right gifts for everyone.”
To solve this problem, Wong decided to set up a one-stop online platform. Roping in her childhood best friend Emanuelle Mah, the duo sought out a diverse selection of products to make the search for the perfect present for loved ones easy and convenient.
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Aunty Whacky — a quirky name coined to exude warmth and capture the business’s eclectic offerings — caters to a wide-ranging clientele. Customers can browse under categories such as For Parents, For Kids & Teens, For Loved Ones and Just Because, among others.
“We also sort by occasion. For example, our For Home tab lists objects that are suitable even for housewarming gifts.”
From candle warmers and coasters to cat hammocks and paint brush cleaners, there is something for everyone.
As they source for the miscellaneous items from different suppliers, they also carry their own line of handcrafted pieces — beaded bangles that captivate with their colourful compositions.
The Malaysia Kita collection celebrates our collective identity and place of origin. “The inspiration came from my own journey representing both Penang and the country in sports from a very young age. One of the most exciting moments at competitions was always when athletes from different states showed up in their respective kits, usually designed around the colours of their state flags,” Mah recalls.
“I still remember the pride of receiving my first state jacket, and later, the national kit. Putting it on gave me a real sense of belonging and identity. That feeling stayed with me, and became the spark behind our Malaysia Kita collection.”
Each creation reflects the hues and themes of the individual state flags. Elements such as bold stripes, vibrant emblems and unique colour palettes are reinterpreted as eye-catching flower motifs.
“The idea is for people to carry a piece of home with them on a daily basis, whether in Malaysia or abroad.”
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Following that, the label rolled out a second series called Floral Dreams, drawing from the lovely concept of sunsets, the ocean, watermelon and sakura.
Eventually, the partners aim to introduce products by other local brands, which will allow these micro-enterprises to sell their creations on Aunty Whacky’s platform without the burden of online promotion.
“A few years ago, I was making and selling epoxy resin items at weekend pop-up markets. I realised very quickly how time-consuming and limiting that business cycle was. Most small-scale entrepreneurs do everything themselves, from crafting products and doing photoshoots to managing social media, handling marketing, enquiries, shipping and more,” Wong divulges.
“To establish a steady online presence that generates enough sales, you need a lot of time to produce quality content consistently. Listing on shopping platforms or building your own website through no-code builders like Shopify takes a surprisingly long time to get everything right, which is almost impossible when you’re also creating products by hand and manning booths. That’s the gap I want Aunty Whacky to help fill.”
On another note, the unboxing of a present creates suspense and anticipation for the recipient but most people do not really put too much thought into the packaging, Mah observes.
“Usually when it comes to celebrations like birthdays, Christmas, baby showers and the like, buying gifts is the last thing people think of. As a result, they rush to the mall or purchase something online that may not be the most thoughtful, and it ends up being given in a random bag or box they find around the house, which will affect the entire experience.”
Aunty Whacky provides simple wrapping services using paper and boxes sustainably designed for reuse. “For us, it’s less about making the wrapping extravagant and more about offering a seamless and thoughtful experience. Our packaging is polished and presentable, right out of the box. Every gift delivered is ready to be given, which takes the stress out of gifting and ensures the receiver still has that little moment of excitement when opening it.”
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When it comes to dividing roles and responsibilities, each takes on the tasks they excel in. Wong is the mastermind behind product development and managing social media while Mah is in charge of accounts and finance, as well as creating engaging content to boost the brand’s online presence.
Having been friends for more than two decades, they understand each other all too well. Whenever there is anything important to talk about, the pair makes sure to keep the discussion solution-oriented.
“We both place very high trust in each other and function quite well independently, without feeling like we have to constantly hover over the other,” Mah says.
Being transparent and collaborative helps in navigating the business efficiently, adds Wong. “We listen to one another and share feedback openly. Basically, snuffing out all opportunities for conflicts to arise by instantly bringing up issues and resolving them together.”
What, then, is their ultimate goal?
“We want to be able to transform the gifting culture around us. We want to make gifting easy, accessible and hassle-free by helping people give unique, meaningful and memorable presents that accurately express their love for and thoughts about the receiver,” Mah says.
“I still remember the S&J gift store that was around in the early 2000s. I used to go there every weekend and was blown away by all the quirky, fun gifts they had, not to mention the boxes, wraps and ribbons. It was amazing. I always got excited and actually started making up reasons to buy stuff for people just because I wanted my friends and family to share that same joy.
“That’s what I want to do with Aunty Whacky. I want to recreate that magical experience through gifts,” says Wong.
This article first appeared on Oct 20, 2025 in The Edge Malaysia.
