SHOPPING
Revealing the real New Zealand Words AMY THOMASON Photos WILLIAM DAVENPORT Real Aotearoa. The name says it all, really. Sitting across the road from the Intercontinental Hotel on Grey Street, simply put, it’s a shop that sells New Zealand-made products. From jewellery to ceramics through to Maori carvings, Real Aotearoa prides itself on its Kiwi roots. Walking into Real Aotearoa, you certainly don’t get a sense of the typical ‘touristy’-orientated souvenir shop. The design of the logo and sign on the pavement that overhangs where passersby walk epitomises the experience that any customer is going to get. It’s sleek, modern, vibrant and, as you’d expect, it’s decorated in black and white. Jane Fahy, General Manager of the store, captures it well when she says, “We’re proud.” Set up in November 2006 by New Zealand Post, with the Wellington store opening in 2009, Real Aotearoa grew from the typical stamps, coins and collectables market New Zealand Post is typically involved with. Still targeting that international retail tourist market, they wanted to branch out into something with a more contemporary feel.
Although keeping to their roots with a full range of commemorative stamps and coins, they also wanted to expand into more art-related products, so Real Aotearoa was born.
General Manager, Jane Fahy
Conscious that location was going to be key to their success, the store specifically targeted the centre of Wellington, with a focus towards the business end. With the various hotels around as well as being close to Lambton Quay and Featherston Street, they were guaranteed foot traffic. The store stocks products from a range of New Zealand artists. “Initially we had around 30 artists when I came on board, but now we have over 100,” says Jane. “These artists represent some of the best the country has to offer in our market.” Jane is always on the lookout for new, exciting talent, but artists also approach her. “We share a common goal with the artists, but it very much relies on the relationship. At the end of the day, we want and we sell good stuff from good people.” Can’t get much simpler than that.
The products themselves are unique. Although mainly focused on jewellery, there is a diverse range of artworks, which includes a strong representation in glass, ceramics and Maori artwork. The store also carries a complete range of stamps and coins – miniature works of art themselves – and provides specialist services for their collector base. Jane is quick to point out that Real Aotearoa is neither a gallery nor a tourist store. They also take pride in displaying every piece the best way possible. From the glassware, which sits on the large backlit wall and is simply left to shine, to the clean and uncluttered floor. “The product is left to speak for itself,” says Jane. She is fully aware that the store has to know who their customers are and how to display the pieces in the most appealing way possible.
It is little wonder, then, that Real Aotearoa has qualified for the Retailer Association’s Top Shop awards for the first time. In fact, their service level is so consistently welcoming, their Auckland store has even qualified for the same award for the first time also.
“Creating this inviting atmosphere is a must, as essentially we are asking people to buy themselves a treat. We pride ourselves on our good quality products, fantastic service and basically going out of our way for the customer.”
In true Kiwi style and not wanting to get too big for their boots, Real Aotearoa is focused on making sure the stores they do have – in Wellington, Auckland and Christchurch – are excellent. Although they are looking at opportunities to expand their current business, Jane adds that they don’t want to get too big and lose their core roots like other businesses have done.
“Sales are hard to come by in this current economic environment,” says Jane, which is why Real Aotearoa tries to make every customer who walks through the door feel welcome. “We acknowledge them and just have a chat with them.” It is simply about trying to treat people the way they want to be treated. “But we also try to make it exciting,” adds Jane. “People want a story, they want depth to what they buy and not just the same stuff.” This is what sets Real Aotearoa apart – every piece tells a story. In fact, the artists are invited to come to the store whenever they want, and customers can also ask for tailored, bespoke pieces.
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Wellington Woman
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Spring 2012
Jane says customers that come into the store are generally coming in for a solution, a purpose. Typically, they are buying for someone else – although quite often something catches their eye for themselves – or require a leaving or a corporate gift. The staff go the extra mile to make the purchase effortless – gift wrapping, mounting pieces and sometimes even delivering to offices, everything and anything is done to help the customer.
Wellington Woman
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Spring 2012
Supporting all areas of New Zealand, Real Aotearoa is raising the bar in New Zealand- made gifts. Don’t settle for what you may think is New Zealand-made, get a true Kiwi experience by buying local pieces with a real story behind them.
Real Aotearoa 1 Grey Street, Wellington T. 4 471 1561 www.realaotearoa.co.nz
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