Meet the Heart Behind Once Loved, Twice Hugged – Aotearoa’s First Soft Toy Adoption Centre

Kia ora and welcome to Once Loved, Twice Hugged – New Zealand’s very first soft toy adoption centre, proudly based right here in beautiful Aotearoa.

We’re not just a business – we’re a little family on a big-hearted mission: to rescue, refresh, and rehome soft toys that still have so much love to give. Whether they come from op shops, toy boxes, or donation bins, every toy we adopt has a story. And we believe every one of them deserves a second chance to be hugged, cherished, and part of a new whānau.

Who We Are

We’re a team of two (plus our energetic tamariki!) – Sammy and Harry – and we’re the hands and hearts behind Once Loved, Twice Hugged.

Sammy: The Heart and Hustle

Sammy is the driving force behind our soft toy rescue mission. With a deep love for all things sustainable, a knack for spotting hidden gems, and an eye for detail, she brings a whole lot of heart (and sparkle) to the process. She’s been the owner and operator of a residential cleaning company for the past 7 years, covering homes across the Auckland region.

Her background in professional cleaning means she knows how to take the utmost care in restoring each toy to its cuddly best. An avid thrifter and op-shopper, Sammy’s always had a passion for giving forgotten things new life – and our soft toys are no exception. For her, it’s about more than cleaning – it’s about caring, and about giving these once-loved companions a fresh start.

Harry: The Steady Support and Soft Toy Convert

Harry brings a steady hand and a community-first spirit to our venture. With a background in security, education, and fitness, he’s been a full-time professional firefighter since 2009 – and now, an enthusiastic soft toy rescuer too.

While he’s newer to the world of op-shopping, Harry’s become just as passionate about our mission. He’s seen first-hand how much joy a single soft toy can bring – and how much waste gets created when preloved toys are simply thrown away. With a heart for helping, Harry is all-in on giving these treasures a second chance.

Why We Started Once Loved, Twice Hugged

Like many parents, we were blown away by the sheer volume of soft toys that pass through a home when raising children. With three little ones of our own (aged 7, 6, and 4) – and Harry’s three older kids (24, 21, and 18) – we’ve experienced the cycle of toys being loved fiercely, then outgrown just as quickly.

It got us thinking: Why toss a perfectly good soft toy into landfill when someone else could love it all over again?

We started noticing the bins at op shops – overflowing with soft toys that sat for months, only to be discarded if not sold. We saw beautiful, plush friends with life left in them being treated as waste. That didn’t sit right with us.

So we decided to do our part. Not just for sustainability, but for the stories these toys carry. Every stitch, scuff, and squish tells a tale – of comfort, of adventure, of childhood. And we believe those stories deserve to continue.

What We Do

At Once Loved, Twice Hugged, we lovingly clean, restore, and prepare each rescued soft toy for a new home. Every toy is checked, carefully washed, and given the love it needs before it’s ready to be adopted again.

We don’t sell toys – we find them new families. Families who value sustainability, cherish second chances, and know the magic that comes from hugging something with history.

Join Our Mission

Whether you’re looking to adopt a soft friend, donate some once-loved toys, or just want to support a small Kiwi business doing big-hearted mahi – we’d love to have you along for the ride.

Together, we can keep soft toys out of landfill, one cuddle at a time.

💛 Once Loved, Twice Hugged

From our whānau to yours – thank you for helping us give love a second chance

With warmth, fluff and teddy hugs

Sammy 🧸❤️