About Us

She's done everything right. She's been everything to everyone. And she's exhausted in a way a weekend away won't fix.

Love Her Collective began with a woman in the thick of it. Our founder, Avril
Robinson, was navigating perimenopause, motherhood, a career and identity
overhaul, and endometriosis all at once. The broken sleep. The rage that arrives out
of nowhere. The 3am dread with no name. Being handed "it's probably just stress"
by a system that should have been holding her.

She went looking for something that would make her feel seen, and found shelves of
pretty things that said nothing real.

So she built it herself.

What Love Her Collective is

Hi. I'm Avril. That woman described up there is me.

I'm still in it, most days. I built Love Her Collective anyway — because I got tired of waiting for someone else to build it for me.

Love Her Collective is an Australian online gift store for the seasons nobody throws a party for.

Perimenopause. Grief. Burnout. Matrescence. The days of the month that put you on the bathroom
floor.

Every set holds things I've used myself, from Australian and New Zealand brands I trust.

And inside every one is a printed ritual card — a small practice for the season you're
in. Not another thing on your to-do list. Something to reach for when you are in the depths of despair and you need a comforting habit to bring you back.

I didn't just build this brand for women to buy for themselves though. I built it as a support system for all women. So if a partner or friend sees a woman in desperate need of help, they have a tangible way to support a loved one when it's needed most.

Why I'm doing this

Every woman I've spoken to while building this has been failed by something.

A doctor who said it was just stress. A workplace that called her a machine like it was a compliment. A culture that praised her for how little space she took up.

Here's the thing about being told it's nothing. Eventually you believe it. And a woman who has stopped trusting her own body is a woman who stops asking for help.

So first of all, let's name what is happening to women. Out loud. In writing. So nobody can tell us we imagined it.

Perimenopause.

Rage. 3am. Brain fog. Flooding. Aching. Dread with nothing attached to it. Grief for a woman you can feel yourself losing.

You're too young for that. It's just stress. Have you tried yoga or pilates.

Period pain.

Vomiting. Bathroom floor. Bleeding through in under an hour. Two Nurofen and back to your desk, smiling.

Everyone gets cramps.

Endometriosis.

One in seven of us. Six to eight years to be believed.

It's all in your head.

While it grows through your body.

Matrescence.

The physical, emotional, hormonal and social transition to becoming a mother. Depleted to the bone. Crying in the shower. A body you don't recognise and a self you can't find. No village. No one asking how you are.

Enjoy every moment. At least the baby is healthy.

It's so under-supported it gets mistaken for postnatal depression. The word isn't even in the dictionary. That tells you everything.

Burnout.

Not tired. Emptied. Nine hours of sleep and nothing. Crying in the car. Snapping at the people you love most, because they're the safest place to put it.

Have you tried meditation.

Grief.

Two days of leave. The meals stop. The phone stops. The flowers die. Everyone's life starts again but yours.

At least she's not in pain now. You're so strong.

None of this is in your head.

It's in your body. Your calendar. Your marriage. Your career.

You are not too sensitive. Not dramatic. Not failing. You are under-researched, under-diagnosed and over-asked — and then handed a candle and told to practise self-care.

I'm a feminist and I'm not quiet about it. There's no "you've got this!" here.

I'm done watching women struggle quietly.

How I choose what goes in a gift box

Slowly. And with far too much fuss and overthinking, ask anyone who knows me.

Everything comes from an Australian or New Zealand small business. Low-tox, honest ingredients, transparency about environmental impact. When the business behind a product is woman-led, I'll tell you her name and cheer her on.

Nothing goes in to fill space. If I wouldn't put it in a box for my best friend on her worst week, it doesn't go in yours.

Where this is going

The online store is chapter one.

Women's circles. Retreats. Digital rituals you can use at home at 3am when everyone else is asleep and you feel alone. A place to gather for women who are done hiding how they feel and are ready to be held.

I'm building the whole thing in the open — the wins, the wobbles, the messy middle. Come and watch on Tik Tok and Instagram.

Our sister brand

Love Her Collective started life as Love In The Moonlight, which I built in 2022 when I was postpartum, running on no sleep, and quietly realising how little support exists for women in early motherhood.

That's exactly why matrescence sits here now, alongside the other seasons. I lived it, and I'm not leaving it out. Love In The Moonlight still holds the pregnancy and newborn season for now, and over time I'm bringing it home into Love Her Collective — one place for all of it.

If you've ever felt like nobody sees you struggling — this is for you, my love. 🖤