Aurora lands in the CBD

Aurora lands in the CBD
Jack Hayes

In a move that will come as welcome news to local parents, the team behind Aurora Early Education has opened its third location at QV Melbourne and its first in the central city.

Sitting picturesquely among the city’s rooftops at 8 Artemis Lane, Aurora Early Education QV is a family-owned and -operated provider run by mother-daughter team, Sheela and Simone Edwards.

According to CEO Sheela Edwards, Aurora is guided by its three pillars of “connect, care and create”, using curated philosophies to guide all engagement with families and children with a commitment to nurturing a peaceful and loving future generation.

“Our ethos is about partnerships and building a community around our service and responding to its needs,” Ms Edwards said.

“We are structured in a way where our families have access to myself or my daughter, so they can reach us in case they need to refer a matter. For parents I think that is key, because they want to know, ‘what if something goes wrong?’ and ‘how can I fix it?’”

With a background in finance and more than 25 years working in corporate environments for organisations like IBM, Time Warner and HCL Technology, Ms Edwards recognised the need for quality early education while Melbourne’s Monday to Friday population continues its return to the city.

Using philosophies honed since opening her first location in Rowville in 2017, Ms Edwards and her team of early educators have revamped their new QV location to create an environment that is purpose-built, innovative and designed to create the best outcomes for their children.

The space is a culmination of work with leading experts within the early education industry who set out to design an environment guided by the philosophy that the environment is the child’s third teacher.

“For the majority of children, they still need an environment where they will be stimulated and challenged,” Ms Edwards said.


You’re teaching them about social skills, you are teaching them about emotional skills because there is a learning happening and that learning is through play.


“With our multi-age program, children are given the ability to become both students and teachers.”

“When you learn, you embed 20 per cent of the learning, when you teach, you embed 80 per cent of the learning. As a two-year-old, if I am going to teach someone a little younger than me, the learning outcomes for both children are that much greater.”

Ms Edwards’ decision to commit to a CBD location was one of both excited anticipation and love for a new challenge.

“I don’t think there is any business that doesn’t want a CBD presence, it is the location a lot of businesses want to be in,” Ms Edwards said.

“We wanted to be courageous, we wanted to be a part of the city coming back to life. It has been a very strategic step to be present in the city and our brand will be responsive to the city.”

Aurora Early Education QV caters for children from six weeks to kindergarten and enrolments are now open •

For more information:


Caption: Left to right: Simone Edwards, Lord Mayor Sally Capp and Sheela Edwards.

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