Celebrating 30 Years!
Over three decades ago, visionaries Toni Joel and Nikki Horovitz embarked on a journey to redefine the art of beautiful gifting for both self-indulgence and sharing with others. Fuelled by a shared passion for distinctive aesthetics, their mission was to craft a narrative that authentically reflected modern femininity. Thus, Tonic, a clever fusion of their names, emerged as a resounding testament to creativity, distinctiveness, and an unwavering commitment to cultivating a uniquely Australian brand.
From its inception, Tonic has steadfastly focused on minimising its environmental footprint. Mindful curation of luxury lifestyle accessories avoids the use of animal products, and a conscientious effort has been made to minimise plastic packaging in the seamless transit of products from the manufacturing hub to the end consumer. This commitment extends through every layer of our production process, from engaging with suppliers to managing supply chains, embodying our dedication to sustainable practices and ethical trade. The birth of Eco Tonic further underscores our unwavering dedication to fostering environmentally responsible and ethically sound business practices.
Another impactful endeavour championed by Tonic is the ‘Off Your Back’ coat drive, an annual initiative that unfolds from June through August in their hometown of Melbourne, Victoria. The genesis of this project traces back to a chilly evening in Melbourne when Toni encountered a vulnerable man seeking refuge on a park bench and left her own coat to keep him warm. This encounter spurred Toni to inaugurate ‘Off Your Back’, an initiative that, for more than two decades, has generously donated nearly 300,000 coats through the Salvation Army to those facing adversity across the state of Victoria.
At its core, Tonic is a female-owned business that champions care, nurturing, beauty, and the joy of giving while celebrating the ethos of contemporary elegance. Their passion lies in assisting women in cultivating a beautiful life enriched with moments of daily joy.