Melanie Notkin uncovered the growing demographics of childless women and given them a voice. To celebrate modern aunthood, in 2008, she founded SAVVY AUNTIE®, the multiplatform lifestyle brand for cool aunts, great aunts, godmothers and all women who love kids. In 2014, Notkin introduced Otherhood, the modern, growing demographic of women who, despite their deepest yearnings, remain single and childless as their fertile years wane.