Emma Mulligan and Alexis Lam
10 YEARS TOGETHER
EMMA MULLIGAN AND ALEXIS LAM
Marketing Collaborators, Storytellers and Part of the Maman Family
For nearly eight years, Emma Mulligan and Alexis (Lex) Lam of Society have been the voices behind Maman’s brand, bringing its stories to life across digital, media, and events. From social media and website builds to campaign strategy and creative execution, Society has been at the heart of how Maman is seen and experienced, shaping not just communications, but also helping guide the bigger picture of the brand’s growth.
When Emma and Lex founded Society in 2017, they brought with them decades of marketing experience and a passion for building brands with heart. Emma had spent close to 16 years in the sporting industry in senior marketing roles and senior leadership, while Lex, as BurgerFuel’s CMO, and prior to that with Red Bull in New Zealand. Their paths had crossed many times before, working collaboratively across campaigns, and it was only natural that they eventually combined their talents to create Society.
Their very first client? Maman. The bond between Society and Maman is woven into both brands’ histories. The relationship is far more than professional. It’s built on friendship, trust, and honesty. Maman knows they can call on Society for anything, whether it’s a sharp piece of strategy or marketing advice, a shoulder to lean on, or simply a sounding board when making the tough calls. Together, they’ve celebrated milestones,
navigated challenges, and always returned to laughter, creativity, and a shared belief in the brand.
One moment that stands out is the night New Zealand went into its first Covid lockdown. With uncertainty everywhere, Emma and Lex sat in Maman’s office with the team, celebratory cake on the table, as they pressed “live” on the brand’s very first online store, not knowing what the days ahead would hold. It was a leap into the unknown, but it marked a turning point. That night captured the essence of their partnership: resilient, creative, and unwaveringly supportive.
Over the years, Society’s role has extended far beyond marketing. They are in contact with the Maman team daily, often more than once, working not just with Kate and Emma, but with the wider team across retail, merchandising, and e-commerce. They’ve become true jack-of-all-trades collaborators, trusted for their opinions and called upon for everything from strategy to problem-solving. The relationship is reciprocal, with both businesses growing alongside each other, offering advice, shoulders to lean on, and plenty of laughter (and sometimes tears) along the way.
As part of the Ten Years Together campaign, Emma and Lex step in front of the lens to mark not just their professional contribution, but their place in the Maman family. Their presence is a reminder that behind every brand story are the collaborators who quietly, and passionately, help bring the vision to life.
Do you remember your very first meeting with Kate and Emma, and what stood out to you about their vision for Maman?
Emma - I knew Kate and Em from school and my Mum had mentioned to me that there was a new store in Remuera I should pop into called Maman. I became a customer first and reconnected with Kate and Em through the store. When Lex and I decided to start up Society I was in the store not long after and the girls asked me what I was doing now. I explained my business idea and they literally went ‘Sign us up’!! The rest is history… and I remain an avid Maman shopper to this day!
Maman was your first client, what did that mean for you both when you launched Society?
Lex - Kate and Em have always believed in Society, and from that very first conversation, their support gave us the confidence to take the leap and really launch our business. Having Maman as our first client wasn’t just a boost for us, it was a validation of our ideas and approach. Their trust and enthusiasm allowed us to experiment, learn, and grow in a real-world setting, and that early partnership has set the tone for every client relationship we’ve built since.
You work so closely with the team, what do you think makes Maman unique compared to other businesses you’ve worked with?
Emma - When we first started, it was literally just Kate, Em, and a small team of retail stylists. What’s been unique is watching and helping the business grow from those early days into the incredible team it is now. We’ve been able to support not only on the creative and marketing side, but also on the back end, helping shape roles, responsibilities, infrastructure, and systems along the way. The Maman team today feels like an extended Society family: a group of talented, passionate women who are all deeply committed to the brand and to each other. That combination of vision, care, and genuine community is what makes Maman stand out.
How has Maman’s style and presence evolved in the past 10 years, and what role have you played in that journey?
Lex - Over the past decade, Maman has grown from a beautiful boutique with a clear sense of style into a truly iconic presence in the local fashion scene. Their aesthetic has always been modern, thoughtful, and approachable, but we’ve seen it evolve into something even more confident and distinctive Our role has been to support that growth behind the scenes, helping shape strategy, build and execute marketing plans, and provide guidance so that the vision Kate and Em had from the start could flourish.
You’ve been with Maman through the highs and lows, from lockdown launches to milestone celebrations — what’s a memory that really stays with you?
Emma - Honestly, there are just too many to choose from! Being there the night they won the Retail Business Awards, organising the Remuera Store Opening Night, launching Maman Maison, building the first Maman online store and then launching it on the very night of lockdown, and now helping them celebrate 10 years… the list truly feels endless.
What do you value most about your working relationship with the Maman team?
Emma - The honesty and trust, without question. We talk daily, and the relationship is truly two-way. Kate, Em, and the wider Maman team treat us as an extension of their business, not just as a service provider. We’re sounding boards, problem solvers, and sometimes even a shoulder to lean on. There’s space for big ideas, but also for honesty when something needs to be challenged or refined. That balance of friendship, respect, and collaboration is rare, and it’s what makes working with Maman so rewarding.
Beyond the day-to-day, what do you think Maman represents to its community and customers?
Emma - From the very beginning, Kate and Em made community a cornerstone of Maman. Giving back and supporting those who have supported them, whether individuals, brands, customers, or charities, has always been at the heart of the brand. Maman represents a sense of connection, care, and loyalty, always striving to provide unwavering support and service. They are deeply attuned to the customer journey, ensuring that whether someone visits in-store or shops online, their needs are understood and met with thoughtfulness and style.
How has your partnership with Maman shaped Society as a business over the years?
Lex - Maman has been such a defining part of Society’s story. Being our very first client, they gave us the opportunity to build our business alongside theirs, growing together through challenges and milestones. The partnership has shaped how we work, collaboratively, creatively, and with absolute trust. Maman has pushed us to be more agile, more innovative, and more personal in the way we approach marketing. They’ve shown us the power of building relationships that are more than transactional; it’s about honesty, laughter, and being true partners through every season. In many ways, Maman has set the standard for how
we want all of our collaborations to feel.
If you could describe Maman in just three words, what would they be?
A True QUEEN
Looking ahead, what excites you most about continuing this journey with Maman into the next 10 years?
It’s been such a privilege to be part of Maman’s story so far, and knowing what Kate and Em have in store for the next chapter is incredibly exciting. They are truly formidable forces in the industry, visionary yet agile, which means they can pivot and succeed in ways that keep the brand fresh and relevant. We love being part of the process, hearing their ideas and helping to bring them to life. What makes it even more special is the honest, two-way relationship we share, it’s rare and something we never take for granted.
Here’s to another 10 years of creativity, growth, and shared success!
Photographer - Olivia Kirkpatrick
