Mandurah’s crystal connoisseur: Meet Danielle

Danielle ‘Darnoo’ Fraser is taking the social media world by storm. Not only does she hand-make crystal jewellery and sell it in a quaint boutique along the Mandurah foreshore, she also shares her journey with her 116k TikTok followers.

Pulling power: After working in a community-based role for the government and always being a lover of “crystals and accessorising”, Fraser said she needed to find something that would get her creative juices flowing.

“I created Botanical H2o in 2017 to fuel my love for crystals, and for jewellery that I could wear daily,” she says.

“I needed an outlet to express my creativity.”

Now, six years later, she says her focus is providing meaningful jewellery to make people feel good, and “help their lives in some way”.

“Crystals help me every single day; with protection, motivation, abundance and success,” she says.

Social success: Fraser says TikTok has been “incredible in helping reach a wider audience and finding new customers”.

“The way TikTok’s algorithm works versus Instagram’s is highly beneficial for small businesses, they show your videos to people who don’t follow you but may have the same interest,” she says.

“In two years we have grown to 116,000 followers, 92 per cent of which are female, 62.8 per cent based in Australia.”

And the mother-of-one puts her success down to being transparent.

“What you see is what you get,” she says.

Giving back: The Botanical H2o team are firm believers in giving back.

After seeing a trend on TikTok, Fraser joined in, randomly selected a customer and sending them their ‘abandoned cart’ – which comes when a product is added to a user’s online shopping cart but the purchase isn’t completed.

“I saw a few other businesses sending out abandoned carts and thought it was such a lovely thing to do,” she says.

Fun fact: You may know Fraser as ‘Darnoo’.

“When I was a baby my cousin couldn’t say Danielle, so he used to call me Darnoo,” she says.

“It just stuck.”

As for her business name, Fraser started out growing plants that could survive purely in water, adding them to macrame.

“My husband suggested Botanical H2o (plants and water),” she says.

Making moves: Fraser and her husband moved from Canning Vale to Mandurah three years ago.

“We absolutely love Mandurah,” she says.

“The locals are incredible … the beaches, the small businesses – the vibe is just awesome.”

Next stop: As well as watching her baby boy grow, Fraser has big things in the works.

Botanical H2o is undergoing a rebrand, which will be unveiled in November alongside a new range of products.

The business owner is also looking to run pop-up permanent jewellery events around Perth, with a boutique renovation also on the cards.

Rapid fire:

What’s something we don’t know about you?

I hate my pinky toes being touched.

Favourite crystal and why?

Black tourmaline – for protection.

Piece of jewellery you never take off?

My permanent bracelets, anklets, wedding ring and all my other rings.

Advice for styling jewellery?

I have a very eclectic taste and love to layer up with lots of jewels – 90s kid through and through.

Biggest inspiration?

Brittney Saunders from FAYT.

Hidden talent?

I have the gift of the gab.

Follow @botanicalh2o for lifestyle content, jewellery inspiration and to share her business journey.