Our Story

Aaron & Noraa launched in 2019 by Founder Daisy M Dare, a luxury fashion executive who has over 25 years of experience working with luxury brands
like Louis Vuitton, Celine, Loewe, Hermes, Lanvin and many other International brands. The brand started as Daisy struggled to find everyday wear
that is durable and timeless in the market for her son Aaron, who is also known as the CEO. The name Noraa came from Aaron spelt backwards and
the Koala Logo was inspired by Aaron’s country of birth, Australia.
Working with French brands, Daisy flew to Paris very frequently and always made time to buy clothes for Aaron.
Bon Point, Petit Batteau, Gucci, Dior, Balenciaga are her favorites.  But children grow fast and the clothes don’t last for a long time.
They play and explore and so the need for durable, comfortable, easy to care and timeless clothes for children came to mind.
In October 2019, Daisy launched the first collection called the “ Explore and Play” and  the “Luxe lounge”  series of everyday basic and lounge wear.
She then added the “Denim Story”, a collection of Denim suits and classic white shirts which remain a best seller until today.
The brand was a fresh addition to the market and is loved by many mothers and Daisy’s friends started to request the same outfits for themselves
In December 2019, Daisy launched the Holiday set for women.  Daisy then added the “Gardenia” collection in 2020 and the “Dandelion” collection in 2021.
In 2020, the worldwide pandemic led to a lock down in Indonesia and the world.
The collection was perfect for this situation and mood. People want to feel comfortable but still fashionable at home.
They also started buying the collections as gifts for family and friends as a lock down care package or for special occasions.
Our designs are unique, perfect for any activity at home and to go out. Our best sellers, the “Gardenia” and “Dandelion” collections
remain our part of our “Permanent Collection” and have been worn by celebrities and Influencers fromIndonesia, Singapore, Australia, Hongkong and Malaysia.
We have collaborated with few rising local brands:  Nama, Aidan & Ice, Monica Ivena, Kilo Alta and a Dubai based Multi brand Tutus Kurniaty.
Daisy conducts the day to day hustle of managing the brand from her home in Sydney, Australia.
Our team in Jakarta has grown and continues to deliver the products and provide excellent service to customers.
Daisy’s goal is to inspire & educate the young talents who work with her, to help community through Aaron & Noraa Care,
to inspire the Aaron & Noraa family to wear their personality and for her to stay connected with her fashion sense.
It’s an absolute vibe and dream come true.
“ Not only are our collections functional, they are also meant to make us look good and feel good even at home.”
– Daisy M Dare – FOUNDER



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