And just like that, a dream came to life! The very first Erstwilder designs, created by our original illustrator Louisa Camille, were officially released at the Reed Gift Fair in Melbourne, in August of 2010.

The dream was so fresh that the designs were not even released under a brand name at this very early stage!

Following an outstanding response to that first release in 2010, a second release came to life in February 2011.

These designs were sold under two brand names: Lorikeet and Erstwhile. It wasn’t until June 2011 that, after considering various names, the team finally landed on ‘Erstwilder’, the brand we all know and love today. See above for the email where we made the big decision!

The first collection was released under this brand officially in August of the same year.

For a little extra theatre and delight, Erstwilder ventured into new territory with its first (and only) collection of sterling
silver earrings - an elegant experiment in wearable whimsy.

We also stepped in front of the lens for our very first official photoshoot, complete with models, makeup artists and, of course, a photographer. It was a moment that made us feel all grown up (well, almost).

By 2013, we realised just how collectable our designs were becoming, and decided to level up our packaging to help the community protect their pieces, organise and store them, as well as helping Erstwilder stockists with their displays.

Drawing inspiration from vintage style and seeking a real point of difference, we created the now famous hat box-inspired circular packaging.

In 2014, our original illustrator, Louisa Camille, left the brand to explore other artistic pursuits which were calling out to her. Her last collection for us was released in November of that year, though her influence and art continue to shine through Fan Favourite collections still today.

Meanwhile, we embarked on an exciting journey to uncover the next Erstwilder illustrators!

2015 was a BIG year. It was the year that we introduced a team of new illustrators and artists including Cat McInnes, Sally Land, Jess Racklyeft, Carmen Hui and Elena Leong.

ERSTWILDER.COM was also re-launched, giving our community a true online home, a place to find all Erstwilder designs in one place, and give us the ability to serve its customers directly.

The year we formalised our charitable ambitions in 2016 with our first permanent partnership, committing to supporting RSL Victoria through sales of the original poppy design.

Over the years this grew into a ‘Remembrance’ collection which has driven nearly $70,000 to be donated to date, supporting those who serve, have served, and their families.

In 2017, we took another exciting ‘first step’ with our first-ever, officially licensed collection – May Gibbs' Gumnut Babies. This started us down a path of exploring many more nostalgic and heartfelt licensed collections over the years that followed.

Overwhelming demand for this release saw 90% of stock sold in under 10 minutes!

Were you at the party? In September 2018 Erstwilder hosted its very first real-world event. A Halloween party no less! We
were joined by 250 community members – mostly from Melbourne, but also from all over - who came to celebrate with us.

Oh, what a year 2019 was! We produced our first artist collaboration collection with the body-positive and super cute Erstwilder x Mel Stringer collection.

But we didn’t stop there. With our first collaboration with Pete Cromer arriving 6 months later, #Petewilder was born, and the community feel in love with Pete’s art (and his whole beautiful vibe!).

Plus, we took our community events to our most outrageous yet, with an Art Deco themed extravaganza to celebrate the launch of a new collection by the same name.

The year 2020 began with a distressing natural disaster in Australia, seeing raging bushfires taking hold to devastating effect. Our team were moved to make a difference and through a 48-hour period of fundraising, donating 100% of sales to WIRES, together with our community we raised an astounding $40,000 for this important charity.

Halfway through the year we decided that our packaging deserved as much love and attention as the designs itself, and so started ‘range-based packaging’. From this moment on, each collection would feature its own uniquely designed packaging, adding to the beauty (and ease of organization!) of each release.

In 2021 we experienced the craziest day anyone on our team can recall. On one particular day in March, you could feel the anticipation and excitement in the air in the lead up to an Erstwilder x Pete Cromer collaboration.

As our team prepared everything for launch they kept one eye on the ‘online visitor’ numbers. By 12:30pm, over 2,500 Erstwildians were waiting online, hitting refresh, ready to snap up their must haves.

It was the most people online at one time we have ever experienced and it was SO exciting!

In another milestone year for what had
now become the ‘Erstwilder Cares’ charitable giving program, we formalized our partnership with Minus18, Australia’s leading charity supporting LGBTQIA+ youth
in Australia.

To encourage ongoing support for MINUS18, the 'Pride & Joy' collection was released, which continues to raise money and contribute to Erstwilder Cares.

When can a small business no longer claim to be small? Well, despite still having a small team of just 13 people, in October 2023 we sold our 1,000,000th design on ERSTWILDER.COM.

In November of the same year we also announced and invited our audience to join the Official Erstwilder Community Group on Facebook. And boy, are we glad we did! The moments, memories and milestones our community share among each other on the daily is just so heart-warming.

In early 2024, we introduced our community to the wonderfully talented Shea O’Connor, first as a Valentine's Day collaborator and soon after as a cherished in-house designer, lending her charm and creative spirit to ranges like Atomic Abode and the original London Calling in 2025.

Continuing the trend of #Petewilder, we celebrated the launch of the Fairy Tales collaboration by delivering local customer orders by knight on horseback for a true happily ever after.

Later in 2024 year, we served up something extra sweet, teaming up with Australia’s Queen of Cake, Katherine Sabbath, for a delectable dessert-inspired collection, topped off with a joyful meet and greet event that brought cake lovers and brooch devotees together in sugary harmony.

More records continued to be set in 2025. On 27th May we welcomed our 100,000th customer. Then, just a few months later in July, we sent out our 400,000th order.

We also hosted our first-ever community Christmas party in Melbourne, suitably named 'Baubles & Brooches'. Nearly 200 of you turned up in your most fabulous outfits to connect with us and other Erstwildians. We had some guests travel to Melbourne just for the occasion, from places like Western Australia, Taree, Wagga and Brisbane, and even some from China and New Zealand. This sure was one party we'll never forget!

We begin our 15th Birthday year in style with two birthday-themed Lucky Dip Exclusives to help us kick off the celebrations!

We're so appreciative of our outstanding community and collectors, no matter where you joined us on our journey. Your passions have made Erstwilder what it is today and we're so excited for all that's to come!