Tell us a little about your background and career journey so far.
I launched my namesake label in 2004 with what I now recognise was a mix of creative drive and youthful naivety. There was no detailed business plan — just a strong sense of what I wanted to make and the determination to build something of my own. After studying textile design in Wellington and fashion at Parsons in New York, I returned to Aotearoa and began creating garments that reflected my own sensibility: refined, functional, and feminine. Since then, the brand has grown steadily, evolving from a one-woman operation into a business with four stores, a central Auckland workroom, and a team of 35. Along the way, we’ve formed meaningful partnerships, collaborated with iconic brands, opened satellite locations, and celebrated milestones including our 20-year anniversary.
What was your earliest memory of fashion?
Sitting at the sewing machine with my mum. She taught me to sew when I was young, and I fell in love with the process. I never set out to “be a fashion designer” in a traditional sense, I simply followed the things I loved. Looking back, that naivety was a gift. If I had known how challenging it would be to build a brand from scratch, I’m not sure I would’ve had the courage to begin. But I’m so glad I did. It’s still the only job I’ve ever had, and I wouldn’t have it any other way.
Have there been any significant moments or decisions in your professional life that opened doors for you?
My time overseas — studying at Parsons and interning at Rebecca Taylor — it expanded my view of what was possible. Most of the real growth has come from the decisions I’ve made since then. Opening my first store was a defining moment. It changed the way people interacted with the brand and gave us a physical space to share who we were. I’ve been lucky to have people whose support and insight have helped shape the direction of the business — with over 20 years behind me, there are too many to name, but I hope they know how much I value them.
What has been your biggest lesson?
You don’t have to do it all, and, in fact, you’re stronger when you don’t. One of the most powerful things I’ve done is build a team around me that complements what I bring, and challenges me in the best way. Recognising your limitations isn’t weakness — it’s maturity. I’ve learned that growth isn’t always about going bigger. Sometimes it’s about going deeper. Some of the most impactful decisions I’ve made haven’t been about expansion; they’ve been about clarity, refinement, or creating more space to breathe.
How important is it for you to use your experience to uplift the New Zealand fashion industry?
This industry has given me so much and it’s not lost on me how many people’s livelihoods, creativity, and energy go into sustaining it. As Chair of Mindful Fashion NZ, I’m focused on helping to build a stronger, more connected ecosystem. That means advocating for better systems, supporting local manufacturing, and creating pathways for future designers and makers.
What advice would you give to aspiring designers?
Stay curious. Ask questions. Say yes to opportunities that scare you a little, they’re often the ones that shape you most. Remember that progress isn’t always loud. Sometimes the most meaningful growth happens quietly, over time. Be patient, back yourself, and keep going.
This article originally appeared in Fashion Quarterly’s Winter 2025 issue.
Words: Natalia Didovich
Imagery: Supplied
