Tell us about your background and career journey so far.
I was wrapping up a music degree in 2011 when I was approached by a brand new friend (Sarah Firmston, my business partner) to start Crushes. With no business training and a handshake, we quickly learnt on the job how to start, sustain, and scale a small business. Funnily enough, I never touched music again! Turns out small business scratches that creativity itch.
What traits have kept you on this path?
When we were googling ‘how to make a business plan’ 14 years ago, we had no idea what we were doing. But, one thing we wrote down that is still true today is that Crushes was meant to be for the people. An unpretentious place for anyone to stay and belong. So in 2011, this meant our shop had a couch, board games, and a bottomless teapot. And for us now, it means that our event programme, Crushes Social Club, is a built-in part of the business. We love creating culture, community, and giving something to Tāmaki Makaurau.
Have there been any pivotal moments or decisions that have shaped your career?
When we had 500 people on a huge rooftop car park for our first Auckland Clothes Swap, that was the moment we felt like the tide was changing for us. That the public was finally ready to challenge how they want to engage with fashion. We then kept that event as a seasonal occasion, and it continued to have that huge turn out. Because of this, we started getting recognised for the solutions we were bringing to fashion’s ever-problematic questions.
Who or what has inspired you in your career so far?
We are called Crushes because inspiration is all around us. We ‘crush’ on all the vibrant creatives that surround us, like our neighbours along Karangahape Road, our team, our huge network of makers, and, of course, our clientele.
What do you look for when selecting vintage pieces for the store?
I have probably seen close to a million items of clothing in the 13 years I have worked at Crushes — and I don’t think that would be an understatement. Because of this, I know what is rare, and what is good quality. I link that with my experience with fashion, like knowing my fashion history, tracking what is being designed by both the greats and the underground, then pairing all that together with what I intrinsically feel is coming. It makes for a really easy shopping experience where people can come, trust our taste, and not get overwhelmed or tired looking.
What has been the biggest lesson you’ve learned along the way?
To be bold. So often as women we second-guess ourselves, under quote, and shy away from self-promotion. We started really excelling once we could boldly say what we do, and why we do it.
What advice would you give to aspiring creatives/small business owners?
Grow slow. Unless you’re lucky enough to get some investment, slowly start hiring the right people, slowly start to pay yourself, slowly build layer by layer. This will create a strong foundation to withstand market disruptions or pandemics!
Words by: Natalia Didovich
Imagery: Supplied
