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When it comes to the business of babywear, Dimples has firmly established itself as a destinational store with Newmarket playing a big part in its brand story. This growing business has also meant for new opportunities, including a brand new space located on the corner of Kent Street and Crowhurst Street. We caught up with owner and founder Jane McAllister to find out more about the new space and get more insight into the burgeoning baby brand.
The love of babies and what they wear. I love design and crafting new ideas, I would always be making my children clothes and with the inspiration of my entrepreneur father, I couldn’t help myself and started a business doing something I am extremely passionate about.
I wanted to create an iconic symbol that was suitable for both boys and girls.
It was very difficult at times, but I would always make sure my days were organized and planned out. I made sure my children were always put first but I was extremely fortunate that the older kids were willing to always help out.
Over the years, many of my children have been involved with Dimples. Currently I have Felicity, Rebecca and Charlotte.
Practicality, comfort and style. I always take into consideration the babies needs and want to ensure that they are comfortable as well as offering them natural products with proven benefits.
When I was working from home with multiple children I made the decision to hire a housekeeper so that I had one less thing to worry about. I also stayed up a couple of hours past when I put the children to bed so that I could sit, relax and catch up on some new crafts.
With so much competition out there the biggest challenge is brand awareness. Getting everyone familiar with your brand and values, so that people are able to recognise why we are different.
Watching the brand grow. From starting out in my home in Titirangi to now opening a brand new Newmarket store with the first New Zealand Stokke and Nuna flagship store inside.
Natural and comfortable fabrics; I have always seen the benefits in children wearing natural cotton and merino fabrics. We design and make in New Zealand so that we can make sure there are no chemicals added to our fabrics and to ensure the quality of our garments across the whole production process.
It’s central Auckland and is easy to get to across all areas. We have also found that Newmarket is the hub for good quality brands.
Bodysuit, Babygrow, Beanie, Gown and Snugglewrap.
It has impacted it hugely. It has changed the way we see and do things dramatically, it is now so much easier to educate and connect with people anywhere.
We listen to our customers and are always trying to improve their shopping experience. We have launched a new website, refreshed our branding and have expanded our Newmarket store to provide our customers with more quality brands and service that they deserve.
Don’t sweat the small stuff; everything is passing. What might be a problem today won’t be a problem tomorrow.
I put an ad in Junior Magazine and out of the blue I got a phone call from a representative of Harrods saying they loved my brand and wanted to stock my product.
Most Sundays I am visiting the Newmarket store, catching up with the girls. I also take the time to relax so that I am refreshed for the busy week ahead.
To become more known, expand the Dimples brand and to provide new and expecting families with quality essential product.
25 Kent Street | @dimplesbabywear | dimples.co.nz | 09 523 4161
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