Bringing magic to those in need ‘I'M THE CHRISTMAS FAIRY!'

No child is going without a gift under the tree on Sarah’s watch

- Fleur Guthrie

Sarah Page is unashamedly one of those people who, come November 1, starts playing the Mariah Carey Merry Christmas album on repeat. Growing up, the season was always magical and it’s been her favorite time of the year ever since.

Now, as the founder of The Kindness Collective – a charity bridging the gap between those in need and practical support – she wants to bring those moments of joy she remembers to 3000 other less-privileged Kiwi kids.

“When you’re already struggling to put food on the table, then Christmas presents are most likely off the cards this year,” says the West Auckland mum-of-one.

“We’ve been providing families and organizations with food support since 2014, but the need for our organization’s services has certainly ramped up over multiple lockdowns, and it’s just getting tougher for families to make ends meet.”

So, for three weeks in December, Sarah is bringing to life a Christmas Joy Store, with toys and food treats for families in need. It will enable invited parents and caregivers to choose their own children’s gifts “with dignity” through a shop-like experience at no cost to them.

“Being in the position of having to receive a charity’s donation doesn’t always deliver a lot of mana for the recipient and can often feel a bit like a transaction,” she explains.

“It doesn’t give parents the feeling as they’ve provided for their kids. So the Christmas Joy Store means parents and caregivers are able to walk in, look at the shelves and go, ‘Oh, my child likes Lego, I’ll get this, or pick out their favorite chocolate to put in a stocking.