About Us
Out of the lotus to you
Everyone has a sacred Lotus seed within, waiting to make its way through the muddy waters of life and bloom.
About the Founder
Sharon McDuff is the founder and creative heart behind LotusMagic. She is a mother of three, psychotherapist, author, educator, creative writing teacher, and lifelong lover of nature and its people.
For more than forty years, Sharon’s life’s work has centred on understanding the human experience, nurturing emotional wellbeing, and helping people discover their inner strength.
Her journey began in England, where she worked as a nanny, before returning home to Australia to support individuals with intellectual disabilities and severe autism. During those early years, she saw how genuine connection and compassion can transform how we navigate the world.
Driven by a deep passion for supporting young people, Sharon established private practices in psychotherapy and holistic wellbeing in Sydney, and later in the Southern Highlands of Bowral, NSW. Working closely with children, adolescents, and parents, she focused on family dynamics and child development, walking alongside families as they navigated life’s transitions.
As her practice evolved, Sharon saw how storytelling could unlock self-discovery and emotional resilience. This inspired her to co-found an English college for high school students in Sydney. During that enriching time, thousands of students walked through the doors. In the College, Sharon specialised in the psychological dimensions of literature, mindfulness practices, exam preparation, and creative writing. Understanding the complex nature of adolescence, she created programmes to help students navigate these turbulent times by blending literary study, mindfulness, and creative expression, giving them a safe space to explore their world. She was privileged to watch so many young people emerge with greater clarity and confidence in who they were.
Sharon sees LotusMagic as the natural blossoming of this lifelong path. It is built on decades of clinical insight and educational experience, along with formal qualifications in holistic psychotherapy and process-oriented psychology, creative writing, herbal medicine, and meditation.
After the successful sale of the English college, her entrepreneurial spirit led her to create Lotus Flower Enterprises in 2022 and the LotusMagic world, where her mission to nurture emotional resilience and human connection spread its wings into everyday homes.
Quirky, characterful, and supported by stories and meditations she has written, the LotusMagic toys invite people to pause, connect, and engage with their emotions. They are designed to delight children and adults alike, because comfort, companionship, and connection are ageless. Whether it's an Australian blue-banded bee sparking a smile or a storybook helping someone through a difficult day, every creation is meant to encourage empathy, offer reassurance, and remind people that they are never alone.
Finally, at the heart of LotusMagic is a philosophy Sharon holds dear: the South African concept of Ubuntu, the profound understanding that our humanity is intertwined: “I am because we are.” This is why LotusMagic was created as a deliberate force for good. The brand operates proudly as a social enterprise, ensuring that every purchase creates a ripple effect of care and community support, with 10% of the profits going to Destiny Rescue, working tirelessly to protect and rescue vulnerable children from sexual exploitation and human trafficking, and BackTrack Youth Works, empowering at-risk youth with community connection, education, and practical life skills to help them stay out of the justice system and realise their potential.
It's one meaningful way LotusMagic helps nurture a kinder, brighter world for everyone and embraces Sharon's enduring belief: “Connection leads to Understanding. Understanding leads to Empowerment.” Together, through stories, soft toys, and shared kindness, she has built LotusMagic to nurture a world where everyone feels seen, supported, and valued.
"My wish for you is: like the lotus seed, may you find your way through the muddy waters and blossom in all your glory." Sharon McDuff
When you work together to create change, change will come!
LotusMagic was created as a social enterprise because we believe in the power of community. When people feel connected rather than rejected, a whole new world opens.
That's why 10% of our profits go to Destiny Rescue, which devotes itself to the rescue of children from exploitation and human trafficking in Australia and around the world, and BackTrack Youth Works, which helps young people stay out of jail by grounding them in the community and teaching them the skills they need to stay on track and chase their dreams.
When you work together to create change, change will come!
Thank you for helping us work towards a better world. If you want to know more about the charities, click the links below:
LotusMagic is about connection in a world where people are becoming more disconnected. A world where people, young and old, are feeling disempowered and voiceless. We know that, if given the chance, the Lotus animals will guide you through the darkness. They were born in a mystical realm of possibility, yet remain deeply grounded in human reality. From out of the Lotus to you! We created our range to symbolise how beauty can blossom even in the darkest times. Our gift to you is one of Empowerment and Connection.
Quality over Quantity
In a throwaway society, we back our products. They are made to high standards in ethical factories and are made to last cuddle after cuddle after cuddle.
Brands need to take responsibility for the environmental impact of their products on both human and natural resources. We are proactive and mindful in nurturing the planet and upholding social justice; that's why we're part of the Ethical Supply Chain (ICTI) and have used their expertise to help source our factories.
Australian-made isn't always possible because we don't have enough quality factories to produce all our needs, but where we can, we source locally. Our production criteria are: ethically manufactured, quality materials/production, personality ensured, and price competitive.
Toys: ICTI sourced factories in Vietnam and China. Our main factory is in Vietnam.
Books: Printed in Sydney
Artwork: Printed locally in the Southern Highlands, NSW, or printed on demand from a global shipping network. If your order is print-on-demand, we print and ship it from a worldwide network of production facilities. This means we produce every order as close to your home as possible, making the process greener and supporting your local job market.
The production network includes facilities in: United Kingdom: London
United States: Dallas, Los Angeles, New York, Raleigh, Sacramento, San Diego
Canada: Toronto, Vancouver Europe: Prague, Barcelona Australia: Sydney
United Arab Emirates: Dubai
Contact us
Have a question? We're here to help.