Born from loss, built from love: How two Canberra mums built a village around second-hand kids’ clothes

Posted on 8 September, 2025

In 2024, two women set out on a mission: to launch a chic children’s clothing store in Canberra that operates using a circular economy.

One year later, Pearce’s The TLC Co. Store has become so much more than a business – it’s become a community.

Still selling new and exceptional second-hand children’s clothing, since TLC Co. opened its doors, the social enterprise has supported more than 2,000 local mums, and donated thousands of kilograms of quality babywear locally and overseas to those who need it most, all while funding maternal health.

Founded by long-time friends Micaela Centenera and Jane Stagg, the store was born from their own experiences as mothers. Going through the highs and lows of motherhood together, they realised that they wanted to create something that would allow them to support parents in Canberra going through the same things they were.

“For me, it began with Ava. She was born too soon on New Year’s Day 2023 and passed the next day. TLC Co. started during a maternity leave without a baby, and it’s always been her ripple,” explains Jane.

“Later, when Hugh was born in 2024 after a complicated pregnancy, he literally grew up amongst the racks at the community centre. So, to stand back now and see what’s here – a store, a community, a village – it’s deeply personal.”

“For me, TLC Co. is about building the space I wish had existed when I became a mum through IVF,” adds Micaela.

“My son Quin was my miracle, but early motherhood was still overwhelming and isolating. I craved connection and honesty – so we created it.”

Keeping clothing out of landfill and helping parents keep up with the needs of their growing children without breaking the bank, the concept of TLC Co. is simple: Jane and Micaela buy excellent condition pre-loved kids’ clothing for either a cash offer or a store credit offer and resell it.

Stocking a range of boutique, Australian, and international brands – all priced at approximately 30 per cent of the retail price – Micaela says that since their launch, TLC Co. has appraised over 20,000 pieces of children’s clothing, donated thousands of kilograms of quality babywear locally and overseas and returned more than $15,000 in store credit to families.

“Fast fashion for kids is relentless, and the definition of what is and isn’t is really complicated. Multiples of the same Jamie Kay, or Seed item, week after week, shows how broken the system is,” she explains.

“Beyond our racks, the ripple spreads further, too. Clothing that doesn’t fit our capsules is passed to the Canberra Circle of Women, who place those pieces with grassroots initiatives both in Australia and overseas. It’s about dignity, choice, and making sure every item still plays its part.”

Since the launch of TLC Co., their aim of has also been to create a safe space for parents to meet and connect.

Supporting more than 2,000 local mums through their free weekly Mamma Mingle meetups, they say that they never imagined – although they hoped – that TLC Co. would reach so many people. Seeing the positive impact in the store daily, both Jane and Micaela say that TLC Co. is rooted in the radical belief that families helping families can change the world.

“I’m in-store most days, so I see firsthand what TLC Co. has become. It’s not just racks of clothing – it’s a hub where families feel safe,” says Micaela.

“I’ve had mums laughing and finding new friends on the couch, crying on my shoulder in the back room, or asking me to find them a piece they remember from when their first child was small. It’s so special.”

TLC Co.’s owners, Micaela Centenera and Jane Stagg.

Despite not having turned a profit in over a year, Micaela and Jane are also passionate about donating to grassroots initiatives that support women and children in need.

Pledging $5,000 towards preterm birth prevention research, TLC Co. is their way of turning their own experiences as mothers into impact.

“Too many families have had to navigate pregnancies that didn’t go to plan, with babies who came too early, too small, or with complications,” says Jane.

“This year we will be donating to the BorneHMRI research project. Even without profit, we had to give. It’s not about what we can afford – it’s about what we can’t afford not to do.”

“And it’s also about how we started. My journey to Quin was through IVF. Jane’s was through her first daughter. TLC Co. was born out of those motherhood paths colliding,” adds Micaela.

“Giving back – whether it’s preterm birth research, supporting local women through Mamma Mingle, or ensuring that clothes are getting to grassroots initiatives that support women and children in need – isn’t an extra, it’s the heart of it.”

Any mother knows that a one-year birthday is a major milestone to mark. Celebrating with the launch of their e-com store, as Jane and Micaela look to the future of their shared baby, they want to reach more families, support more women, and prove that business can be built on care.

But if Micaela and Jane could go back to their pre-TLC selves, they have a few words of wisdom: “You’re not just opening a store. You’re building a movement.”

“You’ll cry, you’ll hustle, you’ll be tired and both become part of each other’s families in a way you’d never imagine. But you’ll see that even a second-hand Wondersuit can carry love, connection, and change.”