Melanie Notkin

Founder and bestselling author, Savvy Auntie: The Ultimate Guide, and OTHEHOOD: Modern Women Finding a New Kind of Happiness

Melanie Notkin is the founder and personality behind Savvy Auntie (, the beloved lifestyle brand celebrating modern aunthood. In 2009, she established Auntie's Day(R), the first annual day to honor aunts and godmothers. She is the national bestselling author of "Savvy Auntie: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers, and All Women Who Love Kids," released in 2011. Notkin is the foremost expert on the emerging demographic of childless, often single, women in North America. She coined the term PANKs(R), or Professional Aunts No Kids, for the growing trend of childless aunts. In 2012, she partnered on a N. American joint-study with Weber Shandwick and KRC Research on "The Power of the PANK." Savvy Auntie and PANKs are listed in the EuroMonitor International "Top 10 Global Consumer Trends for 2016" report. Notkin's reported memoir, "OTHERHOOD: Modern Women Finding a New Kind of Happiness," was released in early 2014 and given a Booklist *Starred Review." In 2014, she worked with DeVries Global PR on "Shades of Otherhood," a national study on the non-mom market, inspired by her book, OTHERHOOD, She has shared her research, writing, and popular voice as a contributor to The New York Times, The Huffington Post, and, among others, and she appeared on TODAY, CNN, ABC News, NPR and many other national and local outlets in the U.S., Canada, and around the world. She can be reach @SavvyAuntie and at