It started with a question.
One that made me pause.
Not because I didn’t want to answer, but because I wasn’t sure how to answer it well.
And I realised, I probably wasn’t the only parent standing there, searching for the right words.
As my children grew, their questions began to change. Simple curiosity turned into something that needed more care. Not just what I said, but how I said it.
I wanted answers that made sense without rushing them out of childhood or closing the door on belief too early. I didn’t need a perfect textbook explanation, just something that held up over time, and would still feel right as they grew.
When I couldn’t find anything that felt quite right, I created The Big Questions: Santa. Not as a product idea, but as something steady to reach for when the big questions came.
Santa was the first conversation. Still Counts was created for all the moments when childhood begins to shift and the words we choose carry a little more weight.
About Still Counts
Still Counts is an Australian brand creating thoughtful conversation tools for grown-ups navigating childhood’s bigger questions. Its first card deck, The Big Questions: Santa, includes 50 question-and-answer cards designed to help families respond to children’s Santa questions with calm, considered words.
What we believe
Still Counts began with a simple belief.
You do not need to answer perfectly. You just need to answer with care. The Big Questions are made for the brief moments when childhood begins to shift, the questions grow and the words we choose carry a little more weight.