“We do not build doors to lock the world away; we build them at the base of trees so that people who have forgotten the sky can finally find their way home.”
 

For nearly thirty years, Toby was a master strategist and Big 4 Partner, solving colossal puzzles in the concrete kingdom of New York City for many of the largest companies in the world. But eventually, the rigid, gray monotony of the traditional corporate machine began to lack a certain... sparkle. His true magic always lay in radical empathy, championing social justice, and fiercely advocating for others.
 

After discovering a dilapidated fairy door on an old oak tree in Brooklyn, Toby made a radical choice: he traded his corporate "golden cage" for a pocketful of fairy dust! Today, he applies his immense enterprise expertise to the Economics of Wonder as the Chief Architect of the Secret Fairy Club.
 

As our fierce earthly protector, Toby uses his vast corporate experience not to maximise profits, but to weave impenetrable privacy shields, reimagine our operating models and proactively maximise the happiness and well being of our Helpers. He ensures our magic is perfectly safe, absolutely screen-free, and that every child's imagination is fiercely protected, and that our canopy is a safe and protected sanctuary for everyone in our community.
 

After living in New York City for 15 years, Toby relocated in 2026 and now lives in the magical little coastal town of Point Lonsdale, Australia, close to his family. When he isn't untangling human logistics for the fairies, you can find him cuddling his feline familiars: Cosmo (a majestic orange boy) and Birdie (a sweet gray girl).

"True magic is found in the deeply empathetic, wonderfully peculiar, and radically inclusive spaces we build for one another.”

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Julia is a lifelong storyteller, a lover of the art of absurdity, a nature enthusiast and a deeply devoted mother. With a background in experimental theatre, Julia spent years establishing a company in Minneapolis before bringing her craft to New York City. Through creating original work, her company explored boundaries for an always well-cared for audience invited to join in the wonder (because grown-ups need that too). She understands that the most profound experiences are the ones found through play, that blur the lines between reality and imagination.
 

Growing up in MN, Julia spent a lot of time in nature with her family. At a young age she realised that amongst the trees is where the real magic happens and from them we have so much to learn. Through permaculture studies and practice, Julia has gained valuable knowledge and even more connection to the natural world – something she has extended to her daughter who is always encouraged to play in the dirt (and get the good microbes) … even in Brooklyn.

At the Secret Fairy Club, Julia weaves her knowledge of user experience design and parenthood with her love for theatre and nature into the very fabric of our subscription. She ensures that every package is steeped in love and will give back to the earth or can be treasured forever. Julia is a creative force ensuring our club remains a safe, neuro-inclusive and radically empathetic space that celebrates every child's unique spark. She happily holds the lantern to light your way!

"True magic is like a deep, mindful breath—it doesn't ask you to change the world around you, only to find the stillness and wonder within it."

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Operating from the serene coastal node of Point Lonsdale, Jo Curtis is the Australian Guardian of the Secret Fairy Club. As a dedicated yoga instructor originally from the UK, she uses her neuro-sparkly creativity to weave inviting, safe, and tactile realms for our little members. Jo fiercely believes that children thrive best in the physical world, out from under the glow of screens, and she dedicates her magic to anchoring our mission in the soil.
 

She is the mastermind behind several of the club’s most interactive characters—Ivy, Sage, Mist, and Lily—designing brilliant, hands-on outdoor activities that safely encourage children to engage with their surroundings. When she isn't designing these nature-inspired missions, Jo can be found embracing the great outdoors: walking, running, riding bikes, or enjoying the sea water. She also holds a deep appreciation for watching funny films, theatre movies, and meeting new people.
 

Deeply committed to our values of inclusion and unplugged play, Jo shares her beautiful life with her family—Nick, Isla, and Lucy—and her cat, Badger. She infuses the global Secret Fairy Club with a mindful, radically empathetic energy that celebrates laughter, lazy evenings, and the simple, undeniable magic of spending time with loved ones.