FASHION + STYLE

EAT, DRINK + BE MERRY

THE STYLING BOUTIQUE A NEW WAY TO STORM YOUR STYLE

Designed with their customers in mind, and the styling they have come to love and know from them, STORM have opened their brand-new concept store in Grey Lynn.

With generous fitting rooms styled around walk-in wardrobes, a lounge area with drinks on hand, and onsite parking, this new space will elevate your shopping experience.

Showcasing their current collection, you can pop in and shop when it suits, or book in with your favourite STORM stylist to help with your wardrobe wants and needs. You can even book the space out for group styling sessions or events!

We sit down with the brains behind the brand, Deborah Caldwell, to talk about the Styling Boutique and what’s next for STORM.

Q + A WITH DEB:

What inspired the Styling Boutique? “Traditional, bricks & mortar, retail was changing. Our customers wanted something new, something more personable; an experience. The Styling Boutique was our solution to that. A space that caters for a truly personalised and unique shopping experience. It’s a beautiful calming space, and definitely makes the experience very relaxing.”

“Getting to meet our VIP’s face to face. The space is right next to our STORM HQ meaning I can pop in and introduce myself. I often end up having a gin, a few laughs, and showing them a sneak peak of what’s coming soon.

“Since the opening party we’re very excited to host more events in the space! We have a few exciting launches on the calendar so we’d encourage those in the area to sign up to our VIP database so they get invited!”

STORM has been around for 15 years now. Where do you see retail going in the next 15? “Online shopping is continuing to soar in popularity, but I like to think people still want to shop in store – you can’t beat real human interaction. I think retail will always continue to evolve and mix things up, like we have, but having personal relationships with our customers is always going to be our priority.”

Jane Daniels on Autumn/Winter 2022

Q: How challenging is business right now? Very. I started my business just before a global financial crash. I survived that most difficult year and the business grew. The first 10 years were in an old villa in Mackelvie St, Ponsonby.

Q: How has Covid affected business? Whilst Covid presents different challenges as a business, it is important to understand what they may be and pivot to face them. Our lives have all changed to some extent and the challenge for my design team was to create garments that would recognise the new dynamic – garments that may be worn for a zoom meeting or a special occasion or just at home. Perhaps seen less often but more memorable, tailored, and by using fabrics from the best European mills, more luxurious.

Q: Sustainability? I wanted to take a position that is as far away from fast fashion as is possible. This year we have an even stronger focus on creating a lighter footprint. Many of our garments are cut by hand with the offcuts from the cutting much later going to craft groups and students. The reputable European mills we use have for many years been on the same sustainability path, as we all make more considered decisions around the use of resources. Quality over quantity, built to last. Our garments are all made in New Zealand. They are cut and made by skilled people who work hard, earn a living wage and who have the same amount of holiday days as we all do –a philosophy I have held since day one. I have never deviated from this.

Q: Inspiration? Each season I am looking for something new to me that sparks my interest and hopefully that of my customers. Currently unable to visit exotic destinations in my role as brand ambassador of The Innovative Travel Company, this season my travel library, and in particular, a piece of my family’s history was the spark for my collection: a 1930’s guest booklet from The Shepheard’s Hotel of Cairo. Started by my ancestor, Samuel Shepheard, it was one of the most celebrated hotels in the world.

It represented a luxurious sanctuary for the adventurer and dignitary: Captain Sir Richard Burton, Stanley in 1890, T.E Lawrence (Arabia), Lord Kitchener, President Rooservelt, Churchill and the Aga Khan, were just a few of the notable guests. Rich in history, colour and intrigue I could imagine the history coming to life on its famous balcony with busy Cairo and the distant pyramids the background.

Q: Fabric? The fabrics are luxurious: natural fibres: angora and wool coating from Italy, velvets, soft merino, sumptuous silk prints- one even featuring a tribute to the Year of the Tiger. Embroideries, patchworks and interesting fabric combinations all contribute to this collection. I am surrounded by a small, wonderful team that are extremely talented and all work extremely hard in developing and bringing this to fruition. There is a great deal of intricate cutting and hand- sewing. This collection is all about ease and comfort; it is more casual than before, and the pieces are so versatile that most of the dresses can double as a coat over pants, jeans or a fabulous skirt. We wanted to bring a little everyday casual luxury.

Q: Colour? I always develop my own colour palette each season- and I just love this part of the process. The colours are dyed to my own specifications, primarily in Italy. I suggest new colour combinations of wearing anemone purple with toffee, and chartreuse or toffee over Persian blue. A flattering maraschino red is there along with our stylish and flattering whitewash. All colours are great when grounded by charcoal, navy or black. Q: What is a takeaway message from this? A perfectly cut, comfortable coat or jacket in a quality fabric may cost more, but is something you will wear often, and keep and cherish forever and it will not end in a landfill.

janedaniels.co.nz

FASHION + STYLE ALTERNATIVE THERAPIES FOR ONE AND ALL

Ponsonby News asked founder Sonia Neffati, a holistic therapist based in Auckland, to tell us all about herself.

"10 years ago, I decided to go down the path of selfdiscovery and improve my self-awareness. The journey started with a book that introduced me to all those alternative therapies. I was on a mainstream therapy for a few years and had hit a wall. I felt some dimensions of my being, my view of my world, were not tapped into. Similar patterns kept on re-appearing even though I talked it through and analysed it with my therapist. Mainstream therapy had however given me a solid ground to be able to go deeper into my self-discovery and adventure into the world of alternative therapies with confidence.

"For many years, I was convinced that I was broken, that my life would get better only when I would be healed. That desperation, which came from a place of lack, was unhealthy. I was looking for a magical therapy that would make all my challenges disappear. I adopted the belief that only positive feelings were good, the more challenging ones meant that I was still stuck in my past. It took me years of personal work to realise that those beliefs were keeping me imprisoned in my own cage even if the door was wide open. The alternative therapies that I undertook helped me realised that I had inner strength and inner resources all along. "I started with Reiki, to help balance my chakras and work on my energy field. Then Psychogenealogy, which is a beautiful tool to highlight limiting beliefs and conditioning from your ancestors. I have been able to release blockages related to relationships and woman status (in my family). I am still working on other ones.

"Energy Healing (SCM – Structural Cellular Memories), worked on my cellular memories at an energetic level. It has been very gentle and has helped me see my world differently.

"And finally, Rebirth-breathwork has been an eye-opener. It was time to give space to my body and emotions to break free, to be released in the most loving way and in a safe space. Rebirth-breathwork has dug deep, to the point where I uncovered a heavy family secret. At that point, I used psychogenealogy to release it as it was not my burden to carry in this lifetime.

"Those tools have allowed me to go beyond the illusions of my own world and see it for what it is: the beautiful, the challenging, the ugly, the shameful, the successes, the stories I tell myself. I feel more peaceful within, and my external world is reflecting that back onto me.

"I am offering all those services to you, and I will be honoured to be part of your journey."

T: 027 2518 211, www.holistictherapies.online

SONIA NEFFATI

Holistic Therapist

SERVICES: • Psycho-genealogy • Rebirth • Breathwork • Reiki • SCM - Energy Healing

Have you ever felt like you are “broken”, and you need to be fixed? Have you ever felt like you do not belong, you are not in the right place? Have you ever felt lost, and needing some clarity? I have gone through all of these and still do from time to time. I have found some peace and clarity using the techniques that I am now offering.

I would love to have a conversation with you and see how I can be of help.

Phone: 027 2518 211 www.holistictherapies.online sonianeffati_holistictherapy sonianeffatiholistictherapy

Sale!

Sale Now On

instore and online

216 Ponsonby Road, Ponsonby 09 360 9700 www.fifthave.co.nz FIFTH AVENUE MENSWEAR

LET PONSONBY NEWS READERS KNOW ABOUT YOUR BRAND…

ADVERTISING RATES START AT $235+GST

Email info@ponsonbynews.co.nz www.ponsonbynews.co.nz

LOOBIE’S STORY

Laurinda (Loobie) Sutcliffe tells Ponsonby News how her brand started out. This is Loobie’s Story, a collection that lets you tell your own unique and ever changing story.

“Loobie’s Story began at my dining room table when a moment of nail biting serendipity saw my husband, Brent Sutcliffe, sell his menswear business at the very same time that I found myself let go from the fashion business that I had worked at as creative director for twenty years.

“Along with being out of a job that I had loved, I was heartbroken to think that I would no longer be travelling the world for my work. I love venturing to exotic locales, seeking out luxury experiences, that are a little off the beaten track and returning with a head full of creative ideas. “But fate had other plans. Brent decided it was time to venture into womenswear and with my new business partner’s encouragement, I found myself on an inspiration trip to Europe and Asia with a simple brief: to dream up a new collection.”

And now, many years down the track, with the world a very different place, we present our new collection which has been inspired by the stories that make us who we are.

AW22 Folklore Collection Folklore: the traditional beliefs, customs, and stories of a

community passed through generations by word of mouth. At Loobie’s Story we speak through our creativity, through the collective voice of colour. Colours are our words, and these colours form patterns. The resulting prints evoke feelings, memories, and stories. This is Loobie’s Story, and she has something powerful to say.

Love is always in the details – sumptuous and decadent this season as we navigate a new world, forging new paths, seeing through fresh eyes, listening to what is important, and feeding our souls. Nods to Bohemia, Victoriana, and the Renaissance art movement are found in delicate high necks with frilled picot edging, textured smocking on bodices and yokes, metallic braided trims, piping and embroidered motifs on our new suiting and velvet jackets - ensuring that every garment demands a second glance.