Can you tell us a bit about your background and how you got into design?
I’m not actually a designer by profession, but I’ve always been drawn to design. Initially architecture and product. I come from a family of technicians and engineers and have an innate fascination with how things work and are put together, in simple terms. I actually applied for architecture school but didn’t get in – which, in hindsight, was the best thing that ever happened to me. I ended up pursuing project delivery in the built environment, which gave me a different, equally valuable lens into how spaces and systems come together.
That curiosity about design never left. It’s the foundation of everything I do. When you think about it, design touches every part of our lives. The mug we reach for in the morning; the layout of our homes; the way light moves through a room; the way clothes feel on our bodies – these are all design decisions, whether conscious or not. I’m endlessly intrigued by that. For me, design is more than a job title, it’s a way of seeing and shaping the world.
What first drove you to start Auckland Design Week? And how many years has it been going?
The first Auckland Design Week (ADW) took place in March 2024, after 11 months of planning; and we’ve just wrapped our second event in March this year. We’re now deep into planning for ADW 2026, taking place 2nd – 8th March next year.
I’ll be the first to admit it was inspired by the original Urbis Design Day, which ran 10 times over 12 years from 2005 – 2017. I attended in 2015 and 2017, and those events left such a strong impression on me. When Urbis Magazine and the event went into hibernation, it created a real gap in Aotearoa’s design landscape, especially for something that celebrated the full spectrum of design disciplines, as well as targeting design enthusiasts as much as it did design professionals and industry adjacents.
When you were launching, what belief kept you going through the uncertainty?
Honestly? A totally unproven belief that it would work; paired with absolutely no backup plan for what I’d do if it didn’t! So it’s a good job we broke even in year one, even if only by the smallest of margins. Some may call this optimism or vision; others more like straight-up insanity – ha; but I am okay with that!
That said, it’s not been without a lot of hard work and sweat equity; and every decision has been deliberate. Not cautious, but strategic. Although I never once entertained the idea that it wouldn’t work; I was surrounded by people who wholeheartedly believed in what I am trying to create and that certainly kept – and continues to – keep me going.
Design is such a broad and evolving space – how do you stay inspired?
The best way for me to remain inspired is to step outside of any one discipline of design, and instead look for the overlap. How fashion influences interiors, how tech shapes comms, how architecture responds to climate, how visual identity carries culture. Design never stops moving so looking at it generally rather than as a niche means I never run out of material that gets me thinking; and that cross-discipline-collaboration is so important for discovering new ideas. How often do we work in silos thinking it’s not relevant to overstep? That’s why I am so driven to ensure ADW hits on every discipline; and I am constantly encouraging brands to collaborate in unexpected ways.
What does building a creative community mean to you personally?
It means everything, really. I’ve worked in high-pressure environments where the focus is purely on output. Get the job done, move on. Creative industries are different. They thrive on connection, dialogue, and shared energy. Building a creative community is about creating space for people to feel seen, heard, and supported no matter their vocation or time in the industry (or not!).
For me, it’s about bringing a diverse range of people together, because that’s where the most interesting ideas live. I’m not interested in gatekeeping or elitism and it bothers me that some of the industry can present that way. I want people to walk away from ADW feeling inspired, connected, and reminded that they’re part of something bigger.
In our first year of ADW, I literally put on the volunteer t-shirt and stood at the doors scanning tickets alongside our student crew. I wanted to meet our audience, understand who was turning up, what was resonating, and what wasn’t. That insight was invaluable heading into year two, and it’ll continue to shape how I grow the event. You can’t build a community from a distance. You have to be in it.
How do you define leadership in the context of a creative event?
For me, leading ADW is about holding the vision, but not too tightly. It’s knowing where we are going short and long-term; setting the tone, and keeping things moving forward; all whilst leaving space for others to bring their ideas, expertise, and energy to the table.
It’s also about building the right team to deliver it. For me, that means working with people who are values-aligned, who operate with integrity, and who genuinely love what they do. Rather than being overly prescriptive with roles, I try to find the right personality fit first, and then shape roles that allow people to thrive.
It’s also about clarity, consistency, and delivery and as a team we often joke that a creative couldn’t create ADW – they needed a Project Manager to do it – but driven by the industry’s needs and wants and it’s such a pleasure to be that person. It’s also a privilege to be flanked by a team who share in the vision and care about ADW’s impact as much as I do. That’s what makes this more than just an event, it’s a collective effort.
What’s one misconception people have about what it takes to create something at scale?
That it just happens. That with the right idea, everything else falls into place. In reality, it takes relentless follow-through, uncomfortable trade-offs, and a lot of unseen labour. ADW wasn’t built with institutional backing or a big team; it was built with a lean budget, about 1,500 hours of sweat equity, and a lot of belief. All whilst holding down a full-time day job and raising two young kids.
I’d be lying if I said I’m not a bit of a feminist, and I’ll never forget a conversation in the early days with a well-meaning middle-aged man. He asked how I was funding the first ADW, and when I said it was self-funded, he replied, “What does your husband do?” No malice intended, but the assumption that of course a man must be funding my ambition really pissed me off. Yes, my husband is incredible – we’re equal parents and he carries the lion’s share of our household costs – but when have you ever heard someone ask a man what his wife does when he says he’s launching a start-up?
What’s been your biggest ‘this is worth it’ moment so far?
Truthfully, I’m not great at stepping back and appreciating what’s been built. I’m usually too deep in the doing. When you’re inside the business, juggling the logistics, the budgets, the comms, the partnerships; it’s hard to find stillness, let alone perspective. Often, it’s those unexpected moments of external validation that hit hardest. A message from someone trusted in the industry saying “we needed this,” or a sponsor re-signing without hesitation, or a team member saying how proud they are to be part of it. That’s what cuts through the noise.
After year one, I realised ADW was so much bigger than me. That’s when I wrapped a brains trust of industry voices around me to help shape it. I’m not a designer, so it can’t just reflect my perspective. Now, when I walk into a space and feel the energy – like at our Design Conference this year – and hear the conversations, witness the connections, feel the spark – it tells me we’re building something that matters.
FQ Lets Talk: What Drives You?
Join Fashion Quarterly and Lexus on July 2nd for an intimate evening of powerful conversation as we ask: What drives you? Hosted by FQ editor-in-chief Sarah Murray at The Hotel Britomart, this thought-provoking event brings together a powerhouse panel of women, including iconic fashion designer Karen Walker, gallerist Elle Föenander and Auckland Design Week founder Jen Jones.
From navigating setbacks to staying grounded in fast-paced environments, these women will share what fuels their passion, and how they continue to move forward with clarity and conviction. Through candid stories and reflective insights, our speakers will explore the pivotal moments, mindset shifts and lessons that have shaped their journeys.
Whether you’re building something new or seeking a renewed sense of purpose in your current chapter, this is your invitation to gather, reflect, and be recharged by real stories of passion, leadership and resilience.
This article originally appeared in Fashion Quarterly‘s Winter 2025 issue.
Photography: Holly Sarah Burgess
Creative Direction: Georgia Bramley
