Kate Boyden
10 YEARS TOGETHER
KATE BOYDEN
Co-Founder, Strategist, and Curator of Maman
For Kate Boyden, co-founding Maman Boutique with her sister Emma was the culmination of years spent weaving together her love of fashion, her business acumen, and her instinct for bringing people and ideas together. Today, she remains a driving force behind Maman’s strategy, growth, and the carefully curated ranges that keep the boutique fresh, inspiring, and relevant.
Kate’s path to retail began with a BA/BCom, which took her to London, a city that would shape her career and deepen her passion for style. There, she discovered her calling in sales and event management, working with international fashion and accessory brands. She played a key role in bringing emerging designers to the spotlight at London Fashion Week, and it was in those buzzing, high-energy showrooms and runways that her love for the industry truly took root.
In 2005, Kate returned to New Zealand, where she met her now-husband Baz. They married in 2009 and soon welcomed their two boys, George in 2010 and Charlie in 2012. A role with a well-known fashion wholesaler in New Zealand cemented her love for the retail side of the industry and gave her invaluable insight into brand building and buying.
Even before leaving London, Kate had spent countless hours on the phone with Emma and their mum Deb, brainstorming the idea of opening a store together. When Deb passed away in 2013, the sisters knew the store should bear a name that honoured her; Maman, the French word for “mother.” It became not only a tribute but also a guiding influence for the way they approached the business, with warmth, connection, and a personal touch.
A decade later, Kate remains at the heart of Maman’s evolution. She is equally at home analysing growth strategies as she is hand-selecting the pieces that fill the boutique. In her Ten Years Together portrait, she exudes quiet confidence and joy, reflecting the same balance of vision and heart that has shaped Maman from its very first day.
What’s your earliest memory of Maman as an owner?
The moment when we finally opened the doors of Maman in August 2015. Naming it in honour of our mother and launching in that cosy Remuera laneway, right opposite Jack Lum’s Grocer, turned our shared dream into real life. What started as a small, owner-operated boutique, tucked off the main strip, soon became a warm, welcoming space where locals would drop by almost daily, fruit and vegetables in hand! We weren’t just building a business; we were nurturing community and connection. That spirit carried us through moving into our beautiful main-road store and growing the Maman family.
Over the years, what’s been your proudest Maman moment?
When 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. That, to me, is the true essence of Maman. It’s not just about beautiful products, but about creating a space where people feel at home, and where our team feels proud to be part of something bigger than themselves.
Looking back over the past 10 years, what moment has shaped your journey with Maman the most?
There have been so many moments that have shaped our Maman journey, but a few truly stand out. Moving up onto the main road in Remuera was a huge milestone, it felt like Maman had grown up and found its place at the heart of the community.
Winning Best Retail in 2018 and again in 2023 were also really special milestones, moments where we could pause and say, WOW, people really see and appreciate what we’re doing. And then there’s the incredible privilege of working and collaborating with international brands you’d normally only find in those flagship stores overseas. That still feels surreal sometimes.
Which challenge has taught you the most, and how did it shape the business?
Launching our website right as Covid was about to hit. At the time it felt like we were just dipping our toes into online retail, but suddenly it became a lifeline. It pushed us to adapt quickly, connect with our customers in new ways, and ultimately expand our reach beyond Auckland.
Is there a particular customer, event, or story that sums up the spirit of Maman for you?
We have so many fabulous stories, we have often thought about writing a book! One such story, is about a customer, a grandmother who came in with her granddaughter to choose a birthday gift. She told us she’d shopped with her own daughter here years ago, and now she was passing that ritual on to the next generation. That moment really touched me and it showed how Maman has become part of people’s family traditions, woven into their lives in such a meaningful way.
What’s one thing you think makes Maman unique in the fashion world?
Our unique curation. We handpick brands you’d usually only see in flagship stores overseas, and bring them to Auckland in a way that feels approachable and personal. It’s that mix of global fashion and local heart that sets us apart.
If Maman were a person, how would you describe her personality and style?
She would be effortlessly stylish but warm and approachable! The kind of friend who makes you feel instantly comfortable. Her style would be timeless with a modern edge, and her personality kind, confident, and full of heart.
If you could choose one piece or collection that truly represents Maman, what would it be and why?
Anine Bing. Her brand reflects exactly what we look for in our curation, timeless wardrobe staples with a modern edge. The pieces are beautifully made, versatile, and have that effortless sophistication that works
from day to night.
For us, Maman is about offering fashion that feels aspirational but still completely wearable, and Anine Bing captures that balance so well. It’s a label that speaks to our philosophy of curating brands that are globally relevant, but that also feel perfectly at home here.
How has Maman changed you personally or professionally over the past 10 years?
I’ve learnt so much over the years which has really taught me to deal with change calmly and accept that you can’t control what you can’t control. I’ve learnt that kindness always wins, and that working with my sister means separating the personal from the professional while always respecting one another. And maybe most importantly, I’ve learnt how much people value the way you make them feel, whether it’s a genuine conversation in-store or leaving with an outfit that makes them feel empowered.
Looking ahead, what’s your dream for Maman’s next 10 years?
I’d love for Maman to keep evolving as both a brand and a community. Expanding our homeware and introducing other collections, growing our online presence, and continuing to introduce customers to fresh new brands. Just as importantly, we want to deepen our local connections through collaborative events and supporting other businesses, while also cultivating young talent and creating a workplace people are proud to be part of. For us, it’s about building something that feels inspiring, joyful, and lasting.
Photographer - Olivia Kirkpatrick
