FASHION

DARE DARLA
KIMBERLEY RIVER SOCKS

Deanna of DEA yarns and Kimberleyriver socks

My name is Deanna Edwards and I run a yarn wholesale outlet in Levin with my husband Adam. We started selling to the knitwear manufacturing market in New Zealand eight years ago and soon discovered that the craft area was an area we wanted to sell to, as well as the people are very creative and love working with all the different yarns we carry.

We also had a lot of cottons that to start with were not very popular, so we decided we would make a range of cotton socks which has led to all sorts of sock styles in merino wools, linens,and cottons, this has grown over the years to have gained a large number of repeat customers that not only return to the wellington underground to purchase our socks but also our shop in Levin and on our web site.

What is your top selling product and why do you think this is?

our top seller would be New Zealand made socks, because we keep as much natural fibre in them as possible so they are always warm and comfortable.

What product do you enjoy making/designing the most and why?

I have started making merino scarves on my knitting machine and lots of other things as well. Some make it to the market, some I just have to laugh at as they look as though it should be worn by an alien.

What inspires you, creatively?

There is not one thing that inspires me it can be many different things that come together to form one idea or several ideas

Had you always planned on being a (ie-fashion designer, designer, artist, entrepreneur) and why? If not, how did you end up here?

Never thought I would be in this business I was a hairdresser for 25 years and loved it at the time but we all move on and adapt. So when we came back from Australia after 20 years we just backed 5 containers full of the yarns from Adams (husband) Business and shipped it home to start again.

Apart from making sales, what do you enjoy most about having a stall at The Underground Market?

All the friends I have made and meeting an amazing range of people from many different countries.

All Kimberley River Socks before going into production are thoroughly tested by people whose job / lifestyle they were aimed at, once the Sock has meet the requirements of the users, it's only then that we go into production.  All our socks are proudly made in New Zealand.

We believe that testing the sock in the environment that it’s to be used whether it is in the rugged outdoors or in a casual / office environment is essential to meet our customer’s requirements.

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Darla is the owner of NZ women's fashion label Dare Darla. You can now find Dare Darla products at the RoseTree stall.
 

She designs wool coats and merino dresses in the winter and bright, bohemian floral dresses for the summer. She started Dare Darla 4 years ago as a way to fuel her creative needs, while working in a cafe. Here she answers some questions on her exciting label...
 

What is your top selling product?
Dresses! With a simple, easy fit shape but made with patterned and textured fabrics. My customers like something that is different but can be worn everyday and be versatile.

What product do you like making/designing and why?
I love making anything that uses multiple fabrics and textures. Im never sure how its going to turn out which makes it fun and exciting.

What inspires your creativity?
I draw inspiration from alot of places. Fabric stores, travel, pinterest, people watching. I usually start from the fabric and and imagine from there.

Had you always planned on being a fashion designer?
No, i studied graphic design straight out of high school, but struggled to be creative behind the computer. I grew up around sewing, always making dolls clothes, so it was a natural progression into making my own clothing.

Apart from making sales what do you enjoy most about having a stall at the Underground Market?
The social aspect. Meeting customers and getting to see people trying on my clothes.

How do you spend your down time?
I enjoy a good coffee while browsing a magazine, a walk in the sun. Or getting out of town, on a road trip, to explore new places.


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MINNIE + REE

Maree of Minnie + Ree.
 

I make... 
Women's clothing and accessories. 
It all started when... 
I realised that the only way I would get a swimsuit that fitted and flattered me was to make my own!    
My favourite thing I've made is...    
Whatever I am making right now!    
My craft philosophy is...    
Beautiful fabrics, lots of colour and flexible sizing.  I like the challenge of making beautiful things that are not traditionally fitted and can be worn or used more than one way.    
One thing most people don't know about me is...    
I am a Myers Briggs and Neurolinguistic programming (NLP) practitioner and fascinated by the different ways people think and learn and change.     
The best thing about being at the market....    
The community.    
The last crafty thing I bought was...   
More and more fabric.    
My favourite place to go...   
Home is a very creative space (some people may see it as chaos) and the beach is nearby.   
My plan for taking over the world...   
To be Queenie in Blackadder.    
The best craft tip I ever received...    
it DOES matter what the inside looks like. 
   

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JULIA HUYSER DESIGNS (JHD)

Julia of JHD answers a few questions about her designs.

 

I make....hand-painted, hand-made laser Cut Stuff, and I design leather journals

I attend the market every... Saturday

It all started when... I was born

My favourite thing that I've made is... My "Yay" brooch, My pendants. My Aotearoa Journal.

My craft philosophy... Simple, functional, original.

One thing most people don't know about me is... I love Dragons Den. My fav show.

The best thing about being at the Underground Market is... the people, socialising, and making some money.

The last crafty thing I bought was... something for my daughter.

My favourite place to go in Wellington for inspiration is... one of the many galleries.

My plan for taking over the world would be... don't take over the world, someone will just copy you!

The best craft tip I ever received was... None. I'm very independent when it comes to designing stuff. I know what I like.

My tools of the trade are... my computer.

If money weren't an object, I would... hrm. do you really want the answer to that? lol.

My tip for someone wanting to become a stallholder would be... just do it.

Before life as an artist I... I was always an artist!

Biggest inspiration? Draw creative ideas from...? Etsy, crafty sites, books, etc

Biggest challenges of being an artist? Mistakes made? Mistakes and sampling costs money, gotta be careful not to spend the profits!

My workspace looks like... a semi tidy office creative space.
 

How do you overcome creative blocks?

Wait... you can't force them. when they go, you gotta drop everything else, and go with it.


My style in 10 words or less... simple, quirky, yet stylish.

Advice for aspiring artists... not everything needs to be for sale.

In the workplace I could not live without... my computer! a good lamp.

My product in 10 words or less... hand-painted, laser cut jewellery, leather journals, and other such stuff.

My guilty indulgence is... a spicy sausage every saturday at the market lol.

The artist I most admire is... anyone who's following their vision, their instinct.

A recent accomplishment? Going wholesale with both my product lines and stocking over 30 stores.

My dream craft workshop... It would still be something where I have to sew. I love sewing.
 

My creative process when designing/making...
tweak, polish, change, refine, tweak. but get it out there before it's perfect and get feedback. it's the only way.

 

My favourite craft websites/blogs... etsy.

My business name came from... my name.

When I'm not crafting, you can find me... hanging with my daughter Lola, and partner Paul.

What music is on high rotate at my house? I don't have much time for music these days. I know. sucks.
 

When I'm not at the Underground Market, people can buy my work at .....
 

www.devibooks.com  www.juliahuyserdesign.com

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Julie Baker

Julie of Julie Baker.

 

Julie's love of sewing with super-soft, warm merino keeps her busy - whether that be hand embroidered heirloom blankets, or her trademark 100% NZ merino wool garments for babies and children. We caught up with her in her (surprisingly homely) Khandallah workroom.
 

It all started when...
My sister is a midwife, and years ago she asked if I would sew warm clothing for some of the babies she was caring for, as the generic hospital garments were not doing the job! Word spread, and soon everyone was asking for my merino garments - I realised that it was something people would always be in need of.

Your product in 10 words or less...
Softer than any other merino, natural, easy wear and easy care, made to last. Sorry that was more than ten words!

Advice for aspiring artists...
Don’t cut corners!  Start small and grow, and if your quality is tip-top you will get many return customers. I always say you could wear my garments inside out - the attention to detail is crucial to my product. And it takes a lot of time. I work 8am ‘til 5pm weekdays and until 9pm on Fridays, but the hard work does pay off.

The best part of my job …
I like experimenting with colours and embellishments, and seeing it all come together into a finished product.  I also love to see children out and about in my clothes - as a designer, that’s the best pay-off. 

 

You can find Julie at the market every Saturday, 10am - 4pm.

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ROSE TREE

 

Rosetree offers a hand picked selection of fashion and accessories from NZ makers, alongside colourful art prints by Wendy Jasper and Helena Tobin (stall owners). Clothing includes upcycled wool blanket coats by Raglan brand Moz-Art and everyday tees & skirts by WIllow Clothing.

 

You can find the RoseTree stall at the market every Saturday, 10am - 4pm.

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BAG FOR LIFE

 

Handmade totes perfect for groceries, books, and shopping. Ditch the plastic bags and move to a reusable eco-conscious option.

Every Saturday 10am - 4pm at the Underground market.

BLUEBERRY ART

 

So many beautiful hats... but which one to take home? Jo at Blueberry Art can help you find the perfect match. Available in a range of styles for both men and women.

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CATH BADDELEY

 

Beautiful jewellery and accessories for the stylish shopper. 

THREE LITTLE KIDS

Hats, fleece, capes and dresses in fun prints, some of them even reversible! Three Little Kids offer quality clothing and accessories for babies & children, handmade in the Wellington suburb of Miramar. 

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ORCHID TREASURES NZ

Brianna makes resin jewellery from real flowers, with pieces ranging from delicate petal earrings to larger statement pendants. She also designs a range of bamboo accessories.

"I started my business in 2008 after having my daughter. I wanted to be able to be flexible with my work hours and not miss any of the milestones that come with being a parent, alongside doing something I love to do, design and make jewellery. After living abroad for almost 10 years, I came back home to NZ in 2015 and have continued with my jewellery as well as designing other accessories made from bamboo."

If you make or design your products yourself, do you have people help you with the production of the items? Do you see yourself primarily as an artist or business person, and why?

Yes, I see myself as an artist but as the years have gone by, more of a business person as I am always on the lookout for new ideas that compliment my business to accommodate all ages, male and female.

How did you decide on the theme of your stall? How do you go about sourcing products for your stall? What inspired you to sell these items?

I have an obsession with the crisp, clean and white look for my stalls, I think it compliments my jewellery and is a great backdrop.

From the following list of questions, please choose four or more to answer. The more you do, the more information we have to promote your business.

What job did you do before you had your business?

I ran a catering company for many years and made resin jewellery as a hobbie, for friends and family.

What motivates you to run your own business?

The flexibility to have a very balanced work and family life, Not missing out on my daughter growing up. Doing what I love and the constant change in atmosphere. I love that I get to travel to different cities and be flexible with the hours that I work.

What are the biggest business lessons you have learnt?

Believe in yourself and take risks, sometimes it works out, sometimes it doesn't but if you don't try, you will never know!

What business practices help you to be a more successful?

Display is everything, lighting is key, I put a lot of thought and time into my displays, I get a lot of good comments and I think you need a great eye catching display to get the customers foot in the door.

What business achievement are you most proud of?

Getting the silver award for best display at the Sydney royal easter show. Over 600 exhibitors entries

What does success mean to you?

Doing what you love and having a great family/ work life balance.

Where do you see yourself in five years time?

Having a gift/homewares/retail shop.

What did you want to be when you were a kid?

A P.E instructor in the navy. I was very sporty and a bit of a tomboy :)

What business or design tip would you tell yourself of 5 or 10 years ago, that you wish you now knew?

Slow and steady wins the race.

What product do you enjoy making/designing the most and why?

Our new range of bamboo accessories, as its new and exciting and the possibilities are endless.

What inspires you, creatively?

Being back in New Zealand and remembering how beautiful, clean and green it is. Ive recently been inspired by the NZ maori culture and incorporating this into our work somehow.

What is your top selling product and why do you think this is?

My resin jewellery is definitely the winner here, as they are all one of a kind, and so different to any other jewellery on the market.

How do you spend your down time?

At the beach, out on our boat.

Do you wholesale any of your products or have other retail outlets? If so please provide further details

Absolutely, we wholesale. You can find us at the following in NZ:
NZique in Petone Creative Gifts in Hamilton Army Museum in Waiouru Stichbury in Greytown.

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ECLOART

Emy Oikawa makes vibrant artworks and handcrafted clay jewellery inspired by New Zealand nature, as well as a collection of postcards featuring her artwork. She also stocks traditional columbian bags made by indigenous women.

Tell us the story of how you came to be here. How did you get started in this business and how long have you been in business.

By visiting for the first time the market I also wanted to be part of it because it looked very beautiful and it was full of creative people.

If you make or design your products yourself, do you have people help you with the production of the items? Do you see yourself primarily as an artist or business person, and why?

I do everything by myself at the moment. I see myself as an artist because I focus most of the time in painting and crafting the jewellery. I hope to learn more about how to sell better my products too.

How did you decide on the theme of your stall? How do you go about sourcing products for your stall? What inspired you to sell these items?

The idea of my stall when the customers come to visit is to make them feel like if they are in a colorful art gallery, the theme that I always keep in mind when I am making my products is the New Zealand nature. All the products are made with findings and materials bought here in Wellington. I started to sculpe art works with clay about 12 years ago and then after arriving to NZ I thought I shouls make little pieces of artworks that people can afford to take back home or as a gift so I started to make jewellery out of oven bake clay.

What job did you do before you had your business?

I have worked as a lighting designer, special needs product designer, and currently I work as a teacher aide at a special needs school in Wellington.

What motivates you to run your own business?

My happiness on doing something that I love and sharing my knowledge about this kind of art to the world.

What are the biggest business lessons you have learnt?

I have learnt how to make a organize accounting of your business and also how to do a better marketing in the social medias.

What business achievement are you most proud of?

That the customers think that my products are very unique and also light to carry back home and that is why they decide to buy my products.

What does success mean to you?

It means to move on having good and positive thinking when you believe in what you are doing for your happiness.

Where do you see yourself in five years time?

Known as an artistic products designer selling the products in different shops in New Zealand.

What did you want to be when you were a kid?

An artist, dancer, PE teacher, physio therapist and a babysitter.

What business or design tip would you tell yourself of 5 or 10 years ago, that you wish you now knew?

To participate more in the markets and to make a good account of the sales and expenses.

How do you advertise and promote your business?

Through Facebook and Instagram.

What product do you enjoy making/designing the most and why?

I enjoy mostly making my clay art works even if it takes longer time than making the hand made jewellery, because the process to make the piece of art is very interesting mostly when I see how the board get more and more colorful every time I work on it .

What inspires you, creatively?

Organic shapes and colors. Now that I am living in New Zealand everything that has to do about its nature inspires me a lot.

What is your top selling product and why do you think this is?

The postcards that has a photo of some NZ inspired artworks that I have done before. I think they are selling well because there is a big culture of sending postcards all over the world and what is better than sending NZ nature and very unique clay paintings to someone that you love.

How do you spend your down time?

Going to the spa, gym, reading a book and dancing salsa.

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Under Frank Kitts Park, Jervois Quay, Wellington Waterfront
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