In today’s lifestyle and gifting industry, personalisation has moved from being a luxury to an expectation. Parents, professionals, and young adults are no longer just buying products. They are looking for meaning, identity, and emotional connection in what they choose. As the family and children’s market continues to grow, so does the demand for thoughtful, customised pieces that feel intimate and intentional. This shift has opened space for brands that blend craftsmanship with empathy and function with storytelling. It is within this evolving landscape that Twinkle & Thread has quietly built something lasting. Founded on real motherhood experiences and shaped by care, creativity, and precision, Twinkle & Thread represents a new generation of brands that serve both heart and home.
Built From A Mother’s Need To A Brand With Purpose.
Twinkle & Thread was founded in 2021 by Gabrielle and her partner Ivy, two mothers navigating the everyday realities of raising young children. The idea came from a simple but urgent problem. When Gabrielle’s first child was about to start school, she needed a name tag quickly. Local options did not exist, and overseas orders came with long production and shipping delays. What should have been an easy purchase became a stressful experience. That moment planted the seed for a brand that could offer fast, reliable, and beautifully personalised solutions in Malaysia.
In the early years, Twinkle & Thread was built slowly, during nap times and late nights. There was no rigid roadmap at first, just instinct and commitment. As their children grew older and time became more flexible, both founders were able to step fully into the business. From October last year, Twinkle & Thread officially became a full-time venture. With that shift came clarity. The brand began to focus not only on mothers but on the entire family and the wider gifting community, expanding into products for friends, colleagues, and loved ones with intention and direction.
Embroidery, Craftsmanship, And The Power Of Personalisation
From the very beginning, personalised embroidery became the heart of Twinkle & Thread. What started as a simple name tag evolved into a technical and creative craft. Learning embroidery meant investing in machines, mastering techniques, and refining samples again and again. Over time, the founders realised that embroidery was not just a feature but their true differentiator. It is difficult to replicate, deeply creative, and adds lasting value to every product they make.
Today, personalisation remains the brand’s core pillar. From newborn essentials to school items and gifting pieces, every product includes a customised element. This ensures that each item feels uniquely owned and emotionally meaningful. In an industry filled with mass-produced goods, Twinkle & Thread stands apart by offering something slower, more thoughtful, and far more personal. Their embroidery is not just decoration. It is identity stitched into fabric.
Quality, Growth, And A Thoughtful Vision For The Future
Quality is non-negotiable at Twinkle & Thread, especially when products are made for babies and children. Every baby item goes through extensive sampling. Materials are chosen carefully to be soft, non-toxic, and gentle on sensitive skin. Handmade pieces like name tags and bags are finished with close attention to detail. After embroidery, each item is cut, assembled, and inspected before shipping. The result is a product that feels delicate, intentional, and lovingly made.
Looking ahead, the brand is focused on sustainable, steady growth. Because embroidery is time-intensive, Twinkle & Thread prioritises peak seasons like back-to-school, Children’s Day, and Teacher’s Day, while developing new SKUs to support quieter periods. The long-term vision is to expand beyond parents into young adults and corporate clients who need meaningful personalised gifts. With ambition grounded in care and creativity, Twinkle & Thread is building a future that stays true to its roots while reaching wider, one stitched name at a time.
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