This month marks a milestone for Remuera boutique Maman, which is celebrating ten years in business with a campaign and in-store event honouring the people who have shaped its story.
Founded in 2014 on Clonbern Road and now firmly established on Remuera Road, Maman offers a curated selection of contemporary women’s fashion and objects for the home sourced from some of the world’s most exclusive international brands. Here, covetable labels sit side by side from Anine Bing and Citizens of Humanity to Maison Balzac to Versace Home.
But Maman has built its reputation on more than clothing and homeware. Sisters and co-founders Kate Boyden and Emma Main describe the boutique as a space defined by relationships: customers who became friends, families who have offered support, and collaborators who continue to inspire.
The name itself reflects that philosophy. In the lead-up to opening the store, the sisters spent countless hours on the phone with their mother, Deb, discussing ideas and plans. When she passed away in 2013, they chose to name the boutique Maman — the French word for “mother” — as a tribute to her.
“What started as a shared dream with our late mother, the desire to one day own a retail store together has grown into something far beyond what I ever imagined,” says Emma Main. “From that first spark of an idea to the bricks-and-mortar store, a thriving online presence, and the incredible team, customers and community that surrounds us now… it’s a journey I’m deeply proud of.”
For Kate Boyden, the most meaningful achievement over the past 10 years is the community that has grown around the store. “Customers tell us they come in not just for the brands we stock, but because they love the feeling of being here, the warmth, the welcome, and the sense of belonging,” she says. “That, to me, is the true essence of Maman.”
The anniversary campaign, ‘Ten Years Together’, captures this spirit in a series of portraits featuring long-time clients, friends, and creative partners. Among them are interior designer Hannah Warren, distributor Amanda Smith-Ataria, and Becca Davidson, the very first customer to make a purchase both in-store and online. Together, they reflect the diversity and continuity of the community that has grown around Maman.
Styling focuses on the brand’s signatures: elevated casualwear, premium denim, and textural layers in a refined palette of neutrals and denim blues. Denim, a constant throughout the decade, is celebrated as both a wardrobe staple and a symbol of Maman’s longevity.
As Maman steps into its second decade, the message is clear: fashion may be the medium, but connection has always been the meaning.
See the full ‘Ten Years Together’ campaign at maman.co.nz
