Joyful Journeys of a Multi-Hatted Individual
February 21, 2020
In the tapestry of my life, I’ve worn many invisible hats, each representing the diverse roles and responsibilities I juggle. Each day brings a different hat – from being a mum to a bright son, to working as a shop assistant at a local pet store, crafting fleece bedding for my own business, grooming guinea pigs, and leading a ‘Poop Group’.
Since leaving school in the 1980s, I’ve traversed a variety of roles across multiple fields. This journey taught me the value of a versatile skill set. Back in my younger days, a long-term job was the norm, and frequently changing jobs was frowned upon. But throughout my career, I’ve embraced change, working in sales, from power tools to stationery, and even running pet stores, each transition adding feathers to my hats.
In 1995, I spent a year in Cairns, North Queensland, working in a retail tool store and immersing myself in nature photography during my time off.
At 32, I took a sabbatical to study Certificate 3 in Applied Environmental Practice at a local TAFE college, diving into subjects like ecosystems and waste management. This experience added a green hat to my collection.
Volunteering with local landcare groups, I grew more passionate about environmental change.
At 41, life brought me Rob, my partner, and in my mid-40s, our son Dean, a miracle that added a baby blue hat to my collection.
Seeking part-time work, I advertised myself humorously: capable, punctual, tech-savvy, and straightforward. To my delight, my local pet store, whose owners I’ve known for 20 years, responded. Working there for over ten years now feels less like a job and more like an extension of family and friendship.
THE BEGINNING OF DEANO
During my tenure at the pet store, we encountered a supply issue with ferret hammocks, which were unavailable from our usual suppliers. Seeing the opportunity to get some stock on the shelf, I volunteered to attempt making them myself. Despite not identifying as a seamstress by any means, I crafted a batch of six square hammocks and brought them to the store. To my surprise, they sold out quickly, prompting me to create more.
Deano Designs Perth Emerges.
The venture began modestly with just a dozen handcrafted cotton hammocks nestled in a cardboard box.
I officially registered the business in June 2013, marking the start of an exhilarating journey.
Initially focusing on hammocks, the range quickly expanded to include more hammocks, tunnels, cozy bags, pocket beds, and even double decker hammocks. What started as a single box on a shelf soon doubled.
The turning point came when a regular customer, Sandra, inquired about fleece liners. This was a new concept to me, as I had never heard of them before. Sandra provided some Google references and website links, most of which were based in the USA or UK, to help me understand what she was looking for.
The Genesis of Fleece Liners in Australia
The concept of fleece liners emerged in the early 2000s in the UK and the USA, but it was still an unexplored territory in Australia.
After extensive research, I realised that these liners were simply not available for purchase locally, prompting me to start from scratch to source appropriate materials to make a viable product.
There were many textile samples bought from many places, inner and outer layers, synthetics and natural ones too.
Plenty of late nights at the sewing machine trying different combinations and making prototypes – and checking both absorbency and drying differences.
After around 6 months, I had two contenders that were just right.
In 2013, Deano Designs Perth became the pioneer in Australia, the first business manufacturing and selling fleece cage liners in the retail arena.
The subsequent months involved experimenting with various fabrics, internal layers, and types of fleece to perfect the product. I even tested a couple of prototypes in the pet store, only to have one liner surprisingly stolen within an hour of its display – mistaken perhaps for a cozy dog bed.
Following positive feedback, I began producing cage liners on a larger scale and developed my website for online sales. As demand grew, so did my range of liner sizes, and even the pet store began stocking them.
My home gradually transformed into a hub of fleece activity, with my kitchen table serving as a cutting station and a corner of the family room turning into my sewing area. As space became a constraint, I moved operations into the home theatre room.
In 2015, my partner Rob constructed a dedicated sewing workshop for me at home. This 9m x 3m shed was equipped with insulation, air conditioning, custom wooden benches, and proper lighting.
During this period, my customer base expanded, and I gained valuable insights into pet care practices. I learned what pet owners preferred, what worked, what didn’t, and where unnecessary expenses could be cut.
My aim was to help customers save money, reduce waste, and promote reusability.
I maintained affordable prices, ensured high-quality products, and further broadened my product range. Interacting with people on Facebook groups, the Deano page, and at the pet store, I deepened my understanding of guinea pigs, rabbits, ferrets, and rats. My childhood experience with pets was limited to my sister’s white guinea pig, as rabbits were not legally kept until the 1990s.
The Arrival of Our First Guinea Pig
Christmas 2013 marked the arrival of our first guinea pig, Snowy, who I brought home from the store due to his struggle with mites. Despite treatments, he showed no improvement and spent his days miserably hiding. Determined to help him, I decided to provide one-on-one care at home.
Snowy, a young and ailing piggy, quickly became a source of joy for my son, who was thrilled to have him at our house. Seeking advice, I posted on the Deano Facebook page, where the response from the community was overwhelmingly helpful. Their guidance led to a swift recovery for Snowy.
As Snowy healed and thrived, the time came for him to return to the store and find a permanent home. However, my son’s heartfelt plea, “No one will ever love Snowy like we do, mummy. Can he stay with us?” led to Snowy becoming a permanent member of our family, soon joined by another guinea pig, Turbo, from Sandra.
Snowy’s stay marked the beginning of many guinea pigs coming into our care – those abandoned at the pet store, pregnant, or with health issues. Over the years, we’ve had over 40 babies born in our home, and I’ve set up a dedicated maternity area.
Piggies come here for rest, to have their babies, to be treated for ailments etc, so it’s a bit of a halfway-house.
My son Dean has experienced the wonders of new life and the sorrow of loss, learning to love and care for these animals deeply. He has smooched the babies, cuddled the mummy pigs, and had many favourites.
We’ve had several guinea pigs as our own pets over the years, always ensuring no piggy lives alone unless they prefer solitude. This journey has been about maintaining a balance in their companionship.
Fleece bedding has been a significant part of my life for nearly a decade. Sewing, once a skill I never imagined mastering, has now become my career, much to my mother’s amazement (given my aversion to sewing in my teenage years). Taking a chance on something new has led to unexpected and immense success.
At this stage in my life, working for myself, being a hands-on mum, and still dedicating a day each week to the pet store fits perfectly. It’s a day for social interaction, assisting customers, and, of course, cuddling all the guinea pigs.
INTRODUCING “THE POPUP PIGGY PAMPER PARLOUR”
Many of our customers were in search of grooming services for their guinea pigs, such as haircuts and nail clipping, without the hefty vet fees.
In 2018, I began offering grooming sessions on Saturday mornings at my home, which blossomed into The Popup Piggy Pamper Parlour.
It’s a joy to meet the guinea pigs and their owners, engage in conversations about their care, address any concerns, and sometimes, share a coffee and a biscuit.
TO BOOK A GROOMING SESSION FOR YOUR GUINEA PIG, VISIT OUR FACEBOOK PAGE:
THE INTRIGUING CONCEPT OF A “POOP GROUP”
You might be curious about what exactly a “Poop Group” is. In 2018, I initiated a Facebook group titled POOP FOR PLANTS. This idea sprouted from conversations I heard in rabbit and guinea pig groups about the significant amounts of hay and waste being discarded in council bins weekly.
It struck me as a wasted opportunity – all that potential garden gold, simply being sent off to the landfill. The concept was simple: connect those who have this organic waste with gardeners who can use it to enrich their vegetable gardens, worm farms, or compost heaps. It was a eureka moment.
The FACEBOOK PAGE for Poop for Plants operates in WA, and I see it as my contribution to the community – a boon for gardeners and a relief for pet owners who need to dispose of this waste.
My passion lies in the stewardship of our planet. The actions we take today shape our future and that of our children. From discussions, we move to actions; every significant change begins with a single step.
We owe it to our pets to care for them properly, to our families to provide a safe environment, and to the world to reduce our environmental footprint. It’s about embracing our responsibilities at every level.
Robyn Cooper
Testimonials
January 2025 Reflections
And so, that’s the essence of my journey. Deano Designs Perth enters it’s 12th year.
Son Dean is now 15. Our home is lively with 6 guinea pigs, and our dog Yoda remains as spirited as ever.
My 60m2 sewing workshop is my sanctuary, a place where I find peace and creativity, and where my musical taste is never questioned.
The COVID-19 pandemic has taught us all some valuable lessons. Sometimes, adhering to rules we may not like is necessary for the greater good. It has also shown the importance of making small changes and taking chances on ourselves. Why wait for opportunity when we can create it?
Looking ahead, Deano Designs Perth remains committed to providing great customer service and honest business practice.
We stand for authenticity and transparency, avoiding gimmicks like fake reviews or exaggerated social media presence.
The whole social media trend of ‘the more you fake, the more you make’ bewilders me, and makes me more determined to stay true to my path, and avoid getting caught up in all the fake stuff.
Our focus is on delivering well-made, affordable products that enhance pet care at home.
I’m deeply grateful for the support of our customers. My promise is to continue showcasing and selling only my original work. Despite some ‘loyal customers’ using my ideas to start their own businesses and becoming competitors, I believe in the power of choice.
Customers decide where to shop, whether influenced by price, recommendations, or the right fleece print.
Deano is grounded in reality, prioritising quality, honest answers, and fair pricing over accolades or social media fame.
In a world brimming with pretence, I take pride in being genuine and straightforward.
Since 2013, Deano has grown from a personal challenge into a full-fledged career. It’s not just a job but a balance of work and life that supports both my son and me. My business stands as a testament to what can be achieved with genuine effort, innovative ideas, and hard work.
The most valuable feedback for a business owner is the unexpected, sincere review from a customer who seeks nothing in return.
Deano began as a post-40 challenge to myself and has evolved into my full-time career, perfectly fitting the needs of my current stage in life and providing financial support for my son and me.
