“Aunthood is a gift. This day is yours,” proclaims Melanie Notkin, founder of Auntie’s Day. July 22 (that’s this Sunday!) is the day she’s talking about. I’m an aunt (by marriage) and a godmother who’s called “aunt”, so I’m an aunt, doggone it, and she’s talking to me, too!
Melanie was an early online voice earnestly sharing experiences as a by-chance NotMom. I discovered her soon after she began promoting the concept of PANKS (Professional Aunts No Kids) when she became an aunt in 2001.
It’s a strong concept. Doesn’t everybody have an aunt they love? Even a “play” one? There’s a Grandparents Day (September 9th). Aunts, it’s your time to shine!
Aunthood suited Melanie. Her marketing sense told her that not only was her relationship with the children important, so were the dollars she happily spent on them. Why wasn’t Madison Avenue — or anyone else — paying attention?
in 2008, Melanie launched the now-popular website, Savvy Auntie.com, Since then, like any good entrepreneur, she’s broadened her primary target, as illustrated by the subtitle of the Savvy Auntie book: “A guide for cool aunts, great-aunts, godmothers, and all women who love kids.”
Auntie’s Day is only in its 4th year. If you want an e-card or holiday visit from your nephew or niece, you may have to ask for it.