The brand name is an interplay between the surnames of the founding Creative Directors, Rikke Baumgarten and Helle Hestehave. Throughout their long-standing partnership, Rikke and Helle have continuously complemented and pushed each other, resulting in covetable pieces in beautiful fabrics, memorable prints, and bold colours. “We want to create designs for people who want to have fun with their personal expression. Our collections can be worn in many different ways by many different people. We aim to create a safe space for self-expression, however, that manifests for each individual.” - Creative Directors, Helle Hestehave and Rikke Baumgarten.
As long term fans of this Danish duo, Baum und Pferdgarten was one of the first brands Maman stocked when we first opened. Season after season they continue to excite us with their modern take on timeless fashion. Read below to learn more on the process and inspiration behind this well loved brand....
Baum und Pferdgarten’s pieces have a very particular style that is difficult to typecast. How would you describe it?
We have a very eclectic style. We like the very minimal masculine universe and, at the same time, really enjoy prints, colours and feminine details. We often think the mix is interesting.
How do you approach each new season? How is the process of creating a Baum und Pferdgarten collection?
In our design team, we always discuss what we find interesting, what is going on, what we have been inspired by from the last half year. Then, we leave the office and go to exhibitions, watch movies, look at people, listen to music. From there, we try to settle a theme. When the theme is settled, we begin to work on colours, fabrics, prints and shapes.
What are your main sources of inspiration? Do you look at other sectors/industries? What are your references in fashion and business?
We are both very interested in art, so that is a big deal for us. In general, we get inspired by travelling, listening to music and watching a great movie. Once a year, we go to the furniture fair Salone del Mobile in Milan to get inspiration from other design fields. That is a must-see for us every year.
Let’s talk about fabrics: which ones do you currently work with, would like to work with and would never work with?
We will never work with fur again for sure. At the moment, we find fabrics with structure and tactile surfaces very interesting. A structure can almost work as a print. Fabrics that have a long life and fabrics that have a sustainable approach are interesting and work for us.
What makes you both keep creating new pieces together after so many years? How is your personal and professional relationship now and how has it evolved for over two decades?
We have known each other for more than twenty years now, which means we have experienced so many different things together on a personal level but of course also in our business. Because of this, we have become even closer over the years: we have seen our kids grow up, we have been travelling around the world for over two decades and have experienced both ups and downs together. That makes you a very strong team. We have a lot of respect for each other’s creativity and work, which makes everything much easier.
How many people make up the Baum und Pferdgarten team and how are you organized?
In our main office here in the heart of Copenhagen, we are around forty people. But out in the big world, we have a great press and sales team working in cities like London, New York, Oslo, Stockholm, Amsterdam, Berlin, etc. When we present the collections in Copenhagen, our sales team comes to get to know the clothes better. Everybody in the team is always gathered for the presentations so everybody knows what is going on in the company. Many of us have been working together for many years and we share a lot of ideas with each other. The design team often talks with the sales team in order to make the best collections.
On your website, you present a very clear roadmap in terms of sustainability aligned with your commitment to the planet, human rights and animals welfare. Do you work with experts in the field to help you achieve your goals?
Yes, we have been working closely with a Danish company called Closed Loop to find our way in this very difficult field. We have ensured that what we aimed for 2024 is also something that is realistic. And if we don’t achieve our very ambitious goals, we will also tell you about it. There is a hundred per cent transparency from our side.
On an individual basis, who are you most grateful for on the path that has taken you to the time being?
If we didn’t meet at the Royal Danish Academy of Design twenty-five years ago, Baum und Pferdgarten would have never existed, so we are both very grateful to have met each other.
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Here at Maman we love nothing more than finding exciting new womenswear brands that offer sophisticated ease of wear and are cool yet refined. Australian brand Soleiluna is this and more! A blend of the raw and romantically cool, Soleiluna holds mercurial appeal. Silhouettes are ethereal and inviting, accenting the diaphanous qualities of cotton and silk. Soft flowing dresses, sweet button-down shirts, gathered up frills and floaty skirts showcased in enticing hues and captivating prints are the foundational pillars of the collection.
Founders Natalie Cohen, Kate Bensimon and James Ji combine their talents of design, textile, production and supply with PR and communications to create a brand that holds close the nomadic spirit, invoking the mood of freedom.
We caught up with designer Natalie Cohen and chatted about all things Soleiluna, what inspires her and what is to come for the brand.
When and how did Soleiluna come about?
Soleiluna has been an idea mused upon for the last 5 years and came to life this February 2021, with the release of our first collection. It was the lovechild of an on-going passion to express beauty through the clothes we wear daily and the textiles they are crafted from; and a desire to send this creative thread and joy-making project out the universe to share with others. This, meshed with the idea of how the items that have the closest contact with our skin, can shift our moods and emotions, as they give our self-expression a visual voice. In acknowledgement of the fleeting moment of contemplation, at the start of our day where the ritual of dressing and self-adornment, can serve as either an anchor that brings us back to ourselves, or conversely, has the power to transport us to places in our memories and imaginings. I wanted to bring a droplet of beauty and gentleness to this internal moment of solitude we all have in our day.
How would you describe the Soleiluna customer?
I would like to think it is someone whom the designs, fabrications and brand speak to, bringing a smile to their face and heart.
What inspires your collections?
I am a fan of the decorative and I am a dreamer. I am a reader and a researcher (in my own way). I am also a people watcher. I am inspired by what I see around me, by history, from stories, as much as I am from my imagination. I daydream to far off lands (that I have travelled to or not) – I love richness, luxe-ness, antiqueness - taking it all the way there and then gently trimming away the edges.
Do you have any favourite styles from this collection and why?
Drop Yoke Maxi Dress in Whispered Kiss:
This is the easiest throw-on, go-to, don’t need to think about it, look great summer dress. I’ll wear it until it’s thread-bare thank you.
V-Yoke Midi Skirt
Another skirt I have been dying to add to my wardrobe and can never find anywhere. Something I will live in until it will no longer have me.
V-Ruffle Shirt
For me this was such an exciting piece to see when it was finally completed. For some reason it just ticks all the boxes for me, its understatedly sexy, feminine and cool, but also has a sweetness and innocence to it with its frills and generosity of fabric.
What are you watching at the moment?
I am not watching anything at the moment but I am re-reading Fabulous Nobodies by Lee Tulloch, and I have just ordered Edith Warton’s, Age of Innocence that I cannot wait to embark upon.
What are you listening to right now?
I am having a revival moment with The Beatles and The Doors.
What’s your daily go-to outfit?
In summer it’s always a midi skirt, a loose, favourite t-shirt or vintage shirt and leather sandals. In winter it’s an old pair of jeans, a couple of cashmere sweaters layer up, snow boots and a huge coat as I am always freezing!
What’s the best advice you got from your Maman (Mother)?
Compassion. Try and put yourself in the other persons shoes and see it as they are experiencing it. I think that informs so much of my thinking and is a skill I try to always better in myself – but it is a learning challenge for life!
What should every woman have in her wardrobe?
Soleiluna!! And plenty of her favourite undies.
What can we look forward to seeing from you next?
More layers of prettiness and luxe – we are so excited to develop our aesthetic out deepen our offer – maybe some t-shirts and winter coats may land the mix. Watch this space, we look forward to having Maman on this journey with us..
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Essentiel Antwerp stands for refreshing, offbeat and luxurious fashion, renowned for its impeccable cuts, floral prints and trendy mixes of colour. The rich and unique collections are designed to provoke an emotional response.
Co-founder Inge gives us some insight below into what goes on behind the brand, her inspiration, processes and the age old question of how do you find working with your husband...
How do you describe the Essentiel Antwerp brand?
We are a playful, colourful, young brand for women who like to have fun with their fashion.
What do you love most about your job?
Creating things together with a top team. Every morning, I walk into the office with a big smile on my face. I love – and am obsessed with – my job.
Why did you decide to found your own label?
I met my husband in 1999 and we had no clue what we wanted to do professionally. I guess this was the only thing we were good at. Esfan had the business sense and I had the fashion sense – so it was the perfect combination.
How involved are you in the design process?
Together with my team, I design the whole women’s collection and the accessories collection. I ultimately decide on all the colours, prints and styles.
The Essentiel Antwerp mission values say you want to ”dress people’s emotions”. Why do you think this is important?
It is all about feeling good in your skin.
You work on the brand with your husband, how do you find that? Does it make it difficult to leave your work in the office?
In the beginning, we did everything together. It was our big success. But we are also both very passionate and have strong characters – we could fight over a colour! I think we have found our place now though: Esfan takes care of the business side and all the shops [41 worldwide], and I do the creative development. We are very good at leaving our work at the office.
What’s your favourite thing about living in Antwerp?
Antwerp is a very cool, laid-back city. There are so many different nationalities living here. I love the mix of cultures.
How would you describe the Belgian aesthetic?
Belgians (especially the Antwerp Six [Belgian designers who found fame in the 1980s, including Ann Demeulemeester, Dries Van Noten and Walter Van Beirendonck]) have very different styles and collections. It would be impossible to put Demeulemeester, Van Noten and Martin Margiela on the same line. I certainly do not put Essentiel Antwerp on that level. They are the masters, especially Dries. But I am very proud to come from the same country.
Founded in 2008 by Los Angeles native, Jeff Abrams, Rails has grown from a small label (it started with just a single hat) into a full collection of women's, men's, and children's apparel. Synonymous with accessible luxury, Rails only uses premium fabrications in classic silhouettes, and has quickly evolved into a global lifestyle brand.
During the years that Maman has worked with Rails, we are constantly inspired by the brands ‘Rails Gives Back’ initiatives. Working with both charities and causes, Rails donates both it's time and percentages of its profits to support organisations such as No Kid Hungry, Surfrider Foundation and Be The Change. More recently over the global COVID-19 pandemic, Rails halted its garment production to create non-medical reusable masks, donating them to communities in need, teachers and schools in their local districts.
What we also admire is that Rails founder Jeff Abrams didn’t have a background in fashion, but didn't let that stop him from pursuing his passion. It all started in 2008 with a single black hat with the word “Rails” sewn onto it that Abrams sold door-to-door. Read the below to find out more...
How did Rails get started?
I grew up in Los Angeles immersed in the arts - painting, sculpture, photography, and a deep connection to the aesthetics of fashion. I was always thinking about how to express myself through a visual medium. But really it was in my young twenties living in Europe where I began to concept what would become the Rails collection. I wanted to blend the comfort of my Southern California lifestyle with the more refined sensibility I found abroad.
When I first began, I really had no idea how to actually produce a full collection. It was a journey of trial and error that led me through the initial stages of building the brand. I had just returned from Europe, I sewed the word RAILS onto a single black hat and a simple hooded sweatshirt, and embarked on a door-to-door journey trying to get orders. I drove all over the United States, walking into stores unannounced trying to build the foundations for the Rails collection.
I came back to Los Angeles and employed the same concept learning the business of fashion, walking into factories and suppliers, staying late nights at sewing facilities to understand the details of garment construction and the process of assembly.
Each season I refined the creative direction and focused on creating versatile pieces in luxe fabrications that represented the Southern California lifestyle. The idea was to build a collection that made you feel both relaxed and refined.
What inspires you the most?
I spend a lot of time traveling and always take time to absorb the nuances of different cultures and aesthetics, including that of Los Angeles and its diverse neighborhoods. Being a visual person, I find inspiration in everything from architecture, landscapes, textiles—anything I'm surrounded by that catches my eye. Throughout the design process, we envision the Rails woman and how she will wear the finished product in her everyday life.
What is the most surprising thing that has happened since Rails started?
In the beginning, I would get really worked up about things, but then I realized that the new challenges we face every day and the problem-solving that goes into them is what makes this business fun and keeps things interesting. You always have to be creative, even in a business context. There was a time in the early days when Anthropologie put in a 3,000-unit order. I hand-packed all 3,000 units, affixing stickers on boxes. A truck came, packed up the boxes, and I thought that was it. I got a call the next morning from the trucking company that the vehicle was robbed and the shirts were nowhere to be found. I was never able to reship the goods, so that could have put me out of business, but I found a way to survive, and here we are!
How has Rails been performing during the Covid-19 pandemic?
Rails has performed incredibly well considering what was happening on a global scale. Customers gravitated towards our product during the pandemic given the innate comfortability of our clothes. In the early days it was all about sweat sets, but we’ve now seen a strong reaction to our more feminine dresses and top categories as people begin to resume more normal activities.
Have you been hugely affected by forced store closures at different times in different locations due to the various lockdown measures?
The early days of the pandemic were certainly challenging for everyone in fashion, and we partnered with our retailers to ensure they managed their inventory levels, and had the right assortment for the new reality of Covid. For the most part, our retail partners have survived the most difficult stretch and we are encouraged by the recent acceleration of retail shopping that is happening in the US and internationally.
Have you had to pivot your business and invest more in your online business?
Before the pandemic, we had begun investing heavily in our online business, both in customer acquisition and user experience. We saw an incredible acceleration of growth once the pandemic hit, and we were fortunate to be in a position to manage the increase in traffic and orders.
We also tried to strike a balance between our business and giving back to our community and partners. We were one of the first fashion brands to produce masks and donate to hospitals, schools, and frontline workers. We worked closely with our partners and developed a unique affiliate program in addition to an in-house drop shipping initiative that supported our retailers affected by store closures.
How much have you seen your online business grow in the past year?
We have seen significant growth in our ecommerce channel with traffic up 150% in 2020 and an additional 150% this year. Through marketing tactics like in-home catalogues and digital advertising, we’ve seen demand increase dramatically as new customers discover the brand and become collectors.
Where to next for Rails?
Over the years, Rails has grown from a domestic, category-driven line to a contemporary, global lifestyle brand. We are excited to further expand into new fabrications and develop the men's and children's categories into complete collections. We look forward to exploring new markets such as South America, the Middle East, and Asia, and are excited to work on creative projects, whether it be exclusive capsules or shop-in-shop opportunities, and plan to eventually open our first Rails flagship store!
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RIXO’s story began in 2015 in the London living room of best friends, Henrietta Rix & Orlagh McCloskey.
World renown for their hand painted prints and unique styling, RIXO has become a must have for the modern woman who wants vintage inspired one-off pieces to wear with confidence, on multiple occasions for multiple uses, to feel the best version of herself.
Here at Maman we are continually inspired by the family philosophy of RIXO. To this day the business remains entirely family run with small suppliers who are very close to the girls, both personally and professionally. No piece is mass produced and they know where each garment comes from, who makes them and how they are crafted.
How did RIXO come about?
We met at University when we were both studying Fashion Management at London College of Fashion. We became best friends after finding out about our shared love of vintage. We scour charity shops and vintage fairs together all over London and parts of the UK hunting for vintage. Whenever we plan to go anywhere abroad, whether it’s for holiday or work, the first thing we do is look up where the local vintage shops and flea markets are. We get so much inspiration from different cultures and countries we visit.
RIXO, is a combination of both of our names - ’RIX’ is from my surname and the ’O’ is from Orlagh’s name. We had the initial idea after working on a university project together, as we felt there was a gap in the market for flattering vintage inspired pieces at a contemporary price point. There just wasn’t anything like RIXO out there! We launched the brand from the living room of our university home in September 2015. It was a big risk; as we quit our jobs, invested all of our own money and spent our first year or so doing absolutely everything ourselves, but we haven’t looked back. There was no plan B!
Tell us about the RIXO brand identity.
Vintage-inspired, ultra-feminine shapes with a modern and contemporary twist. We want women to feel confident when they wear our pieces and know that each item is special. Our identity is our hand-painted prints – they’re completely unique and no one else does them at the same price point and quality.
Describe the brand in three words?
Confident, fun, feminine.
What's the inspiration behind the print designs and what is the design process?
We gather inspiration for the collection from everywhere – whether it’s the printed lining of a vintage jacket, old botanical books, or the shapes and colours we see at flea markets, into a mood-board that guides us when we paint the print elements. It’s a very organic creative process that, although time consuming, it is the part we enjoy the most, and makes the pieces so special. We then scan and clean up the prints on Photoshop and create CADs - where the collection really comes to life!
How do you think vintage fashion influences designers today?
Fashion works in a big cycle – we think, in order to find inspiration for future collections, it’s imperative to look to the past and see how we can elevate it, designing according to the present day needs of customers. Fashion archives and the 60s and 70s are endless sources of inspiration for us - we believe it’s important to be aware of cultural decades that have shaped the fashion industry today.
Do you have a style muse or is there a RIXO woman you have in mind when designing?
We don’t design with one woman in mind as RIXO London is such an accessible brand – from young professional women wearing it to work followed by drinks with friends, to women in their 70s loving the nostalgic shapes and prints! Girls like Sienna Miller, Leandra Medine and the Olsen twins have such individual style that exude confidence, and that’s what we want a woman to feel like when she wears RIXO.
How would you describe the #HumansofRixo, and how important is it for you to see your girls on Instagram or out and about in your dresses?
We created the #HumansOfRIXO hashtag as a way for our customers to show us how they wear RIXO. It’s really helped us gain a global audience and showcase women from all ages, sizes, shapes and countries wearing RIXO in their own way. It’s always great to see influencers and celebrities wearing RIXO, but it’s equally if not more satisfying seeing one of our customers wearing the brand and seeing how they have styled it. I don’t think that we’d ever not be over the moon to see that!
As much as we repost celebrity or influencer posts, we also love reposting images of our amazing customers in our pieces to give others ideas of how to wear. Our #HumansOfRIXO could be a young professional in her twenties, her mother and equally her grandmother. We really believe that a woman’s style is eternal no matter her age! RIXO is made for all women regardless of age, shape, nationality… Our #HumansofRIXO don’t follow fashion trends. They want to invest in easy-to-wear, flattering and original pieces that will stand the test of time and fit seamlessly into their lifestyle. They want to feel great in their piece and know that they can count on it time and time again!
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A challenged world is an alert world.
Individually, we're all responsible for our own thoughts and actions - all day, every day. We can all choose to challenge and call out gender bias and inequality. We can all choose to seek out and celebrate women's achievements. Collectively, we can all help create an inclusive world.
From challenge comes change, so let's all choose to challenge.
#ChooseToChallenge IWD2021
Here at Maman we are surrounded by both incredible local and international women. Today, on International Womens Day, we introduce you to those International Women who inspire us daily through their brands with which we are lucky enough to work alongside.
ULLA JOHNSON
One of the first brands we actively sought when the doors of Maman opened, we are forever inspired by Ulla Johnson.
As a fellow business owner, wife and mother, we have enjoyed growing with and watching Ulla as she seamlessly balances the challenges of helming a brand, raising her three children (Soren, Asher, and Agnes) with husband Zach Miner, and designing four collections a year.
From the first delivery of Ulla Johnson eponymous label to Maman, her dreamy ready-to-wear has become a mainstay within the wardrobes of Maman Women.
We love her joie de vivre approach to her collections. “That’s what is so fun about fashion: You have the ability to kind of reinvent yourself every day,” she says.
ELISE PIOCH BALZAC
Elise Pioch Balzac is the sensory architect behind much loved Maman brand Maison Balzac.
The French-born, Sydney-based founder is a constant reminder to us to stay true to your brand and believe in it. When Elise first started Maison Balzac she was told countless times that the perfume and candle industries were overcrowded and it would be hard to stand out.
"What they didn't understand is that my concept was to develop perfumes based on emotions and abstract ideas rather than places or ingredients." says Elise. "Without hesitation, my two favourites are L'Obscurite and Sainte T. They both transport my heart into a special place every time I smell them."
JORMI GRATEROL
Jormi Graterol is the Venezuelan street artist nicknamed “The Graffiti Queen”. Born and raised in Maracaibo, Venezuela, the artist moved to Paris at the age of 25 years when she discovered the realm of street art. Her signature handwriting and style is easily recognisable and is designed to create a dialogue between the audience and the artwork.
Jormi is a reminder to us that collaboration is a key to success. Collaborating with fashion brands all over the world, it is her latest partnership with Zadig & Voltaire that has the Maman team the most excited!
"We signed a partnership and they asked me to customize my own capsule on leather goods. I selected 20 pieces and painted them using my style and Zadig & Voltaire aesthetic. The result was amazing. They have now asked me to reinterpret/develop new imagery for the brand with no artistic limits" says Jormi.
Jormi's art is not just a statement, it’s a mindset. She uses her words and messages as a tool for empowerment, which here at Maman we just love!
HENRIETTA RIX AND ORLAGH MCCLOSKEY
Henrietta & Orlagh met at University of Arts London, where on their first day enrolling as students Henrietta complimented Orlagh on her vintage handbag. The pair have been best friends ever since and also lived together through their first 5 years of RIXO - becoming more like sisters than friends.
As fellow female founders, here at Maman we relate to their continued passionate approach to running RIXO and how they live, breath, eat and sleep the brand. With no outside funding or investment the girls have together, made every decision and are still 100% in control of the brand - which they believe is key for the longevity & freedom to ensure they can stand by what they feel is right for the brand, instead of being pressured to hit financial targets.
"We’re really passionate about developing a global community of #HumansofRIXO, inspiring and empowering real women around the world through their wardrobe. Our #HumansOfRIXO, our customers, are at the heart of everything we do" announce the design duo.
We could not agree more!
ANINE BING
Unless you have been living under a fashion rock for the last 9 years, you will be well versed in the style of Anine Bing. A beloved favourite with our Maman Staff and Women alike, Anine is a constant reminder to dream big and never forget where you came from.
“When Anine Bing first launched, we were packing and shipping orders from our garage in Silver Lake, Los Angeles" reflects Anine. "With the support of our loyal customers and an all-star team, we’ve been able to take our vision global. Our mission remains to create modern wardrobe essentials that inspire women to feel confident and empowered.”
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Community has always played a big part in what we do here at Maman. We are forever thankful to our family, friends and customers who have and continue to support us each and every day.
Here's to equality, empowerment and celebrating women's achievements.
#ChooseToChallenge IWD2021
Kate and Em
xx
Giving you insights and actionable tips, so you can embrace the imperfect and lead a purposeful and successful life.....whatever that looks like to you!
Our founders Kate and Emma sat down with Rochelle and Natalie to talk all things Maman, women in business and how supporting each other and your community is the key to success.
Rise in the company of women with the Blondes Do Business Podcast.
]]>From female entrepreneurs and CEO’s, to brand builders and creatives, this group of amazing women inspire us to get up, get dressed and MAKE IT HAPPEN.
Click the link below to virtually walk in their stylish shoes!
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We really miss seeing your friendly faces and our beautiful store. As you know our online site is up and running and we are working hard weighing up whether or not we can safely dispatch. There is a lot to work through, from our distribution set up, courier and health and safety protocol to the question of essential vs non-essential. The Retail Association and the NZ Government has classified high fashion as non-essential so we need to look at this very carefully.
We would love nothing more than to have our online delivery service running soon even if in a limited capacity, we just need to be able to ensure it’s not to the detriment of our staff, our customers or our moral stance.
Thank you for your continued support, your messages and love.
Kate, Em and the Maman Team x
Thank you to our stylist Mari for contributing to this blog post.
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Bake and ENJOY!!
Occupying a universe where you can wear what you love and love how you live, Lucy Folk’s effortless charm, wit and playful beauty is a joy and loved by our Maman Women.
When did you first become interested in becoming a fashion/jewelry designer?
When I was in high school aged 16. I took a class after school for half a year with a renowned jeweller Patsy Meares and loved it! We made all sorts of things. I still have some of the pieces. I am horrified by them ha!
What sort of designs are you currently working on, and what is one of your favourite designs that you have ever done?
We are working on Resort 2021 and Pre Fall 2021. I love the anchovy cuff of course!
Describe your personal style?
Comfortable, eclectic, textural, colourful.
What was the best advice your Mum gave you?
To be who I am
Style icons
Frida Kahlo
We go to Paris once a year as a part of our major buying trip, what are your favourite places in Paris we need to go
Restaurants - Vivant Deux, Clown Bar, Aux Deus Amis, Echizen Soba Togo (best soba noodles), Le Verre Vole and Anahi for steak
Galleries – Pompidou Centre, Palais du Tokyo, Louis Vuitton Fondation and Thaddaeus Ropac
Shops - Astier de Villatte, Galeries Lafayette Champs Elysée, The Broken Arm, Lemaire and Buly 1803
Markets - Marche Aux Puces ( Paul Bert Serpette), Organic Market on Blvd Raspail in St Germain on a Sunday and of course Marche Enfants Rouge for a casual lunch
Bars - A martini at the Hemingway Bar at the Ritz, Serpent a la Plume and St Gervais for beers or Campari's on a sunny day
Favourite Lucy Folk piece right now and why ...
I love the Phoenician Eyes earrings from the Earth Wind Fire Water collection. They make any outfit a bit more fun. I often carry them in my handbag to whip out if I have to go somewhere festive!
What we can look forward to seeing from you next?
Lots of light and colour!
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Emma Main and Kate Boyden are the driving force behind everything Maman. This sister duo from Auckland had long envisioned opening a chic space in their local suburb of Remuera for the classic, modern woman. Following their passion through research and discovery, the two sisters began assembling their favourite finds to create Maman.
The Maman Flagship store embodies a love for French design, while the name is a salute to their mother, who instilled in them a strong sense of sophisticated style and taught them to follow their dreams.
Tell us about Maman, where did it start and how has it grown?
Emma - It started from a three person team and was an owner operated boutique. At the time we had young children so we had one employee to help us. The boutique was off the main road initially, in a small alley way in Remuera. We liked the laneway because it reminded us of Melbourne and was located around the bakery and supermarket. Kate and I became an instrumental part of people’s daily visit as they would just pop in and that’s how we grew our customer base. Maman has grown in the sense that we are now a seven strong team in partnership with a marketing collaboration called Society. The boutique is now on the main road of Remuera. We have done a beautiful customised fit out to create a really unique, luxurious shopping experience to service our established loyal customer following.
Maman in the future, where do you see it going?
Kate - For now it is about building our existing relationship with our customers. It’s about continuing to provide excellent service along with a beautiful product, giving our customers a curated shopping experience in the chic new store. We want to grow our community further through our new online platform; to be able to reach a wider audience who cannot experience the store physically but can be part of the journey through the online service. We will continue to travel the globe sourcing new and unique labels not currently available in New Zealand. New product’s that give our customers the international experience within the store but also creating a personality with our business and our customers. We are constantly inspired by our travels so who knows what’s next!
When you are not busy working at Maman we will find you…
Kate - Usually hanging out with my family. We love getting to explore this cool city we live in, going out to Piha and doing the bush walk out there. On my days off I really enjoy doing a lap around the domain with my dog – it is my little escape from the hustle and bustle of my job. When I’m heading out for a night with the girls I love going to Amano.
Emma - There is nothing better then time with the family. Pilates always refreshes the mind and leaves me feeling strong and inspired. A good glass of champagne is always enjoyed!!
What’s the hardest thing about your jobs?
Emma: All the different hats we have to wear juggling our family life with owning a business is the hardest part of our jobs. Honestly though, we wouldn’t have it any other way - we live and breathe it. We are very fortunate to have such loyal and kind Maman Women along with a really supportive and dedicated team who help us along the way.
Key words of advice for new business’s looking to enter the world of retail?
Kate - Research. Research. Research. Know your competitors. Be unique and different. Talk to as many people as you can. Get yourself a mentor. We have a great mentor who we can bounce ideas off. You also have to be prepared to put in the hours, to put in hard work and success will follow. No dream is too big it’s about the execution. Our motto we like to live by is:
Maman is about to launch it's Online Store – why is the brick and mortar store still important to your brand?
Emma - The online store is an extension of our in-store experience. Bricks and mortar is still very important because it is a place where people can come and meet, getting to interact with the clothes and our stylist’s. The store allows us to have an incredible relationship with our customer’s and when we are buying we have a customer in mind for certain pieces. It is important for us to continue to maintain those relationships with our Maman Women and for them to have a unique, special shopping environment. The connection with the owners and staff allows them to get the best out of their shopping experience which in turn gives them confidence when ordering online as they have had a good experience in store through us talking through your wardrobe, what is missing and then being able to repurchase things through the online site.
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‘We are always on the lookout for new and exciting brands for our customers. New Vintage is at the forefront of a unique new trend of designer customisation and personal sustainability across fashion, making it the perfect addition to our list of specially curated brands’ says Emma Main, co-founder of Maman.
New Vintage Bags take previously loved designer handbags and give them new life through artistic customisations. The beauty is that no two bags are the same. Maman has a limited number of Louis Vuitton bags available for purchase. The infamous Louis Vuitton Keepall Bandoulière and Monogram Speedy have been updated with leather needlework and fun paint designs.
“New Vintage was born with an artful spirit, and a love for pre-owned designer handbags and accessories" says New Vintage co-owners Candace and Stephanie.
"We have upmost respect for all the brands we customize and their original designers. Therefore; we have a zero - tolerance policy for fakes."
All New Vintage bags go through a multi-point, in-house authentication process . By meticulously double-checking codes, images, past sales catalogues and paying close attention to identifiable characteristics such as stitching, fabric, patterns, hardware and date stamps, making New Vintage confident of their products authenticity.
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Situated in Five Ways, Paddington, Maman was privileged to receive an exclusive invitation to attend the opening and celebrate the first door in Australasia. The morning started with a tour and shopping experience of the new store. Welcomed by Anine herself, it was a pleasure to have a one on one chat with her around Maman and the Anine Bing brand, and our joint plans for the future.
Lunch was at the new Merivale restaurant Totti's in Bondi and we could not recommend it more highly. The food was divine but it was the company that we enjoyed the most. It was humbling to be in the presence of so many fellow retailers and brands and have open and honest discussions about the fashion industry.
Thank you to the entire Anine Bing family for including us in your celebration.
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For our first season launch from the new store, we teamed up with our wonderful new neighbours at Browns to provide each woman with delicious treats that sat alongside amazing pastries from our favourite French Patisserie, Vaniye in Parnell, keeping everyone fuelled for a morning of shopping!
Themed a ‘Breakfast in Paris’, new season finds from quintessential French Designers Chloe Stora, Phillippe Model, Reiko, IRO, Bon Parfumeur and Chantelle filled the store. With no one leaving empty handed, these specially curated pieces found their way into their new homes; the wardrobes of our Maman Women.
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Chloé Stora’s apparel lives in harmony with the woman who wears it. Each piece imagined in her Parisian studio ensures an uncompromising allure.
From one season to another, Chloé nourishes her strengths : the surprising blend of cuts and fabrics. Striped poplin, delicate print, African patterns combined with a wool man's coat or tailored jacket.
The Chloé Stora figure is not a set attitude, it is built spontaneously, following the whims of a mood or the impulse of a love at first sight.
It all began in 2008 with pants as the centerpiece of a women's wardrobe. Then, the story of the brand wrote itself as the designer grew. Out of this founding garment, a silhouette gently walled: that of conquering femininity, multifaceted and sensitive...
What drives you ?
The women. It is a pride and pleasure for me to dress them. To be part of their daily lives and accompany their emancipation is a challenge I like to face each season. Knowing that I can touch them with the Chloe Stora style makes me very happy.
How was Chloé Stora born ?
I started my brand very organically because I couldn’t find how to dress myself. I wanted to imagine an assertive and singular style. I first created pants, because at the time, there were many brands doing “tops”", but very few "bottoms". Then gradually was born the desire to expand our range.
Where do you get your inspiration?
In a multitude of elements, which are always evolving. I often go to Belgium for inspiration. There is design, galleries, the Antwerp school, an architecture that touches me, a certain aesthetic ...
It can also come from a painting, I like very figurative things, portraits, black and white photos. Finally, I feed on my travels, including New York for its energy, Marrakech for its colors and Paris obviously, for its natural elegance ...
What are your favourite elements to work on ?
The broken tones, matt, washes ... There are very rarely bright colours. I like to keep some subtlety. It is the customer who decides what strength she wants to give to her outfit by combining the pieces. I like that Chloé Stora's wardrobe is synonymous with total freedom. I also make it a point of honour to work what is natural. I am very sensitive to beautiful materials: linen, cotton, wool ...
What are your desires for the future?
Continue to accompany women, understand them and create the wardrobe they want.
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Our annual buying trip to France is designed to give you, our beautiful Maman Women, access to a carefully curated selection of Europe’s most coveted brands.
This year, we visited Maman favourites Zadig & Voltaire, Chloe Stora, Phillippe Model, Mes Demoiselles, Swildens and Ba&sh to name a few. We’ve been fortunate enough to build some amazing relationships with these incredible fashion houses over the years, and – as a result – were treated to a personal showing by each of them.
We know you love it when we surprise you with an exciting new label, so we’re also excited to announce that, following our latest trip, we’ll be adding Belgium brand Bellerose to our line up. The range will be landing in-store early 2020, so pop the date in your diary because first in will be best dressed!
Of course, a trip to Paris should never be all work and no play. We made a point of visiting some of the attractions that our lovely Maman Women had recommended – the Crazy Horse cabaret show was an absolute highlight, as was a walking tour of Monmarte.
We finished our adventures with a drink at the Hotel Costes, followed by a nightcap at the Hemingway Bar in The Ritz. On our travels, we also may or may not have spotted the odd celebrity (we can confirm that Sophie Turner is even more gorgeous in person!)
While Paris was as incredible as always, we’re always glad to get home to our families – and our amazing community of Maman women! If you’re passing this week, make sure you pop in for a catch up and to see the latest collection xx
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