Christmas time is getting crazier than it ever was, especially when it comes to buying presents for the Silly Season!
From ordering online off massive companies that stock everything (including the kitchen sink) to independent sole traders selling through sites such as Etsy, there have never been more ways to shop!
With all the confusing chaos going on, I wanted to remind myself why boutique shopping is still so special, and how it really adds to the character of Wellington. For me, Wellington is a place where independent stores still reign. We don't have a mall in our inner city which means lots of our unique shops are still going strong, some after 20 years or mall, and new ones have a real shot at winning.
Like many of you, I do find online shopping handy when I am in a rush. But I far prefer mindful shopping, where I go out, see, smell and feel what I am buying. I want to be able to ask someone what a product is, how it lasts and be able to assess its quality. Shopping is about more than the gift itself. It should be an experience, like slowly savouring a delicious high tea rather than cramming down a piece of cake.
I asked three amazing shops in Wellington that I know and personally love and have shopped at why they think it is kick-ass to be a great place to shop and why they love having a family business in Wellington.
Cranfields - Johnson Street, Lambton Quay
Cranfields is a beautiful place to find beautiful and often ethically sourced homewares and accessories. I've known of Cranfields for so many years, because it has been around Wellington since I was a little girl. Val Cranfield, the owner, passed the running of the shop down to her daughter Nicola, who has taken it to new strengths. Nicola is fun and has a lovely laugh that makes you want to hang out with her all day. Cranfields is certainly a place to linger, and you can spend hours finding new treasures to take home.
Tell me a bit about your store and what the concept is/was behind it:
Nicola Cranfield: Cranfields offers unique quality collections not seen elsewhere; many items are handcrafted, with plenty of soul. We stock special Gifts for special people – when you want a memorable gift Cranfields is the place to visit. Our emphasis is on New Zealand made and collaborations with local designers. We were also the first home-wares store in NZ to be accredited with Conscious consumers.
How did your store start its journey in life?
Nicola: Cranfields was started 26 years ago by my mother, Valerie Cranfield, because she had no where to shop! Over the years there has been a shift to more ‘portable’ items like accessories and gifts instead of the furniture. We still honour them emphasis on NZ made and aim to have at least 40% of the store being local.
What do you hope people know your shop for? What brands do you have that are pretty special?
Nicola: I hope they think of us as a Wellington institution when you’re after quality and for fresh and original accessories. My favourite brands include Kitchen Artefacts, stunning native timberware by Tom Muir. Jonathan Adler ceramics (from New York City) Cosi Tabellini pewter (from Italy) Secrid Wallets (Holland) and Laguiole Cutlery (from France).
What is the best part about being an independent retailer in Wellington?
Nicola: Having wonderful customers who appreciate and support our work!
What are some of the challenges you face?
Nicola: Well, I am becoming more aware of the impact of the ‘discount’ culture that seems to part of the business model of most chain stores. This has conditioned consumers to expect discounts as being somehow normal. People increasingly ask if we have a Boxing Day/Black Friday sale. We don't. The price of an item is the same today and any other day; we don’t build in margins for future discounting or force our suppliers’ margins down. We prefer to focus on quality and encouraging people to buy less but more consciously. I think our customers appreciate knowing we’ve set a fair price, look after our suppliers and deliver on our promises.
Supply can also be an issue. Many of our suppliers are artisans and good things take time. So when we run out of their product, we really run out.
Oh, and I’m interested in how the pending arrival of Amazon is going to affect the retail landscape in NZ.
How is Christmas important to your store?
Nicola: It’s very significant, and so much fun. We love seeing customers get excited about finding the perfect present for their loved ones. I wish that there was so much aroha all year long.
What do you do around Christmas time to celebrate the season?
Nicola: We recently hosted a Christmas function at the store, that doubled as an opportunity to meet some of the lovely folk who produce the goods we sell. Local natural winemaker John Porter was also in attendance, serving his lovely wine and my husband played the double bass with a hastily-assembled jazz trio to entertain us all.
Where will you be spending your Summer?
Nicola: Mainly up at Waikanae in a classic kiwi summer holiday… lots of fun on the beach and catching up on some reading.
Cranfields Twelve Picks of Christmas
Iko Iko - Cuba Street, Te Aro
Iko Iko is synonymous with Wellington retail. It's the kind of place you can't help but end up in if you go onto Cuba Street. With a quirky mix of notebooks, mugs, mini plastic babies, toys and cushions, just to name a few items, arriving at Iko Iko is like popping into a carnival. I've personally been buying gifts from here since I was fifteen and still adore coming in all the time (I just bought my 2018 diary from here!). This is the place to come for that special someone who has EVERYTHING!
Tell me a bit about your store and what the concept is/was behind it:
Thomasin: We are 26 years old. I started it with a friend who I bought out about 12 years ago and now it is a family business - with my partner, both daughters and a very close friend of the girls all involved. The concept when we started was to have a design/gift store that was friendly and accessible to all. At the time in Wellington, the only options were toy shops or design galleries and nothing in between that combined it all.
Rose: I like to think our shop brings a little bit of joy into people's life. Our shop is a gift shop so the focus is on giving. We hope our stock makes people smile or even laugh. We are colourful, and fun, and handmade and local and silly. We are all those things. That's what makes us Iko Iko!
How did your store start its journey in life?
Thomasin: I started on a trestle table in the Wakefield market selling jewelry with a friend. We were both burnt out ex-teachers looking for a break for a while but still needing to contribute to the family income. It was so much fun. I never looked back!
Rose: I couldn't keep away! I used to come along to the Wakefield markets with mum as a child just for fun. I loved the hustle and bustle of it all. I used to explore the the other stalls and I made friends with other stall holders. I’ll never forget the stall with the best Russian fudge.
Thomasin: We have evolved organically and slowly. Since Rose became a partner we have kept up with technology (the online sale etc…this isn't my strength!). We also are a very focused on quality New Zealand made and local products. We now have a large food section - which is great for repeat customers!
Rose: Yes it’s definitely been slow and steady. But from a trestle table in the markets to a thriving multi-store shop with over 25 staff I think we are doing pretty great. We now have an awesome social media presence which has really helped our ability to interact with our customers. We also now have our own product line (greeting cards and posters and a few other stationery products) which we design in house. This has really helped us strengthen our brand. Plus our online shop means the rest of the country can access our shop which is awesome!
What do you hope people know your shop for? What brands do you have that are pretty special?
Thomasin: I hope people know us as a one-stop shop where they can fine a present for everyone and anyone. I think the card collaborations we have done with Emma Steer (who is a staff member) and Alice Berry who is a long time supplier of ours are very special.
Rose: I hope people know us as the place to go for cool gifts. Where you know you will find something special regardless of who you are buying for. Where you know it won't necessarily have to break the bank. Where you know you will get really good service from our amazing staff. We have some amazing brands that align really well with our store. Sunny life just fits so well at Iko Iko. It's bright and fun and a bit tongue and cheek- but it’s also great quality. We would just about take the whole range if we could fit it in our shops! Our Mexican products are beautiful, handmade and iconically Iko. We also have some amazing Wellington brands. Products we truly love; such as Wiki skincare, Six Barrel Soda Wellington Chocolate to name a few. I feel like people know we stock these products and come to us for them.
What is the best part about being an independent retailer in Wellington?
Thomasin: Choosing our own hours and what days we are open and closed. I would hate to be in a mall and dictated to over these things. I could never make my staff work on Christmas day or on boxing day! The business is important but family has to come first for everyone.
Rose: Being an independent retailer in the Wellington CBD is really special. One of the reasons Welly is the “Culture capital” is because of our vibrant town-centre. We have so many diverse locally owned businesses - cafes, restaurants, retailers, art galleries; and they are owned by some pretty fantastic people. Its nice to be in such great company.
What are some of the challenges you face?
Thomasin: Just keeping up with the rapidly changing technology world is a challenge for me. As I said, it is not my strength, but luckily we have wonderful staff who are talented in this field.
Rose: Competing with big fast chain-stores has its challenges. We can’t always compete on price. But we can compete on products and on quality and our level of customer care and service. We just try to be the best Iko Iko we can possibly be.
How is Christmas important to your store?
Thomasin: Christmas is our time as we are a gift shop! We take ¼ of the years takings in December. We live for Christmas!Rose: It is literally the most important time of year for our shop. We LOVE Christmas.
What do you do around Christmas time to celebrate the season?
Thomasin: We have Christmas window displays and in store displays and this year a Christmas Elf outside handing out balloons to kids!
Rose: Shop-wise what mum said! Plus festive (though not specifically Christmas) music and snacks and refreshments for the staff. And a staff Christmas party! Home-wise I am planning on baking some cookie Christmas decorations with the kids at home. We also always have advent calendars at home (though I think I will steer the kids away from chocolate this year!).
Where will you be spending your Summer?
Thomasin: I will be around the Welllington area. The Kapati coast with my partners elderly parents is a focus for us at the moment. Also, my daughters and grandchildren will be around - I always like to hang out with my kids! In February we are heading down to Wanaka to visit family.
Rose: Yup! Up the coast for me too. Visiting my lovely grandparents in Peka Peka plus staying in the family batch in Peakakariki with some friends and the kids. Hopefully lots of beach-ing, reading and the odd Margarita!
Iko Iko's Twelve Picks of Christmas
Smack Bang! - Tory Street, Te Aro
Smack Bang is the new kid on the block, but already it's punching! The store stocks homewares with a twist - most of the lifestyle products are aimed at your pooch/kitty. Owner Amelia has an eye for Instagram worth accessories and for dogs and their owners. You'll find chunky knitted throws, rose gold vases and little cardboard fire-trucks for your cat (don't even ask!). Smack Bang is the place I want to go to spoil my parents dog Timmy - and is a true haven for the canine obsessed.
Tell me a bit about your store and what the concept is/was behind it:
Amelia: Smack Bang sells homewares and lifestyle products for dogs and their humans. Where a lot of (awesome) homeware shops have sections dedicated for babies and children, we’ve swapped that out for products for pets and that’s our real point of difference. We want to get people thinking about the things they buy for their furry best friends the same way they think about things for themselves or their homes. Whoever said functional had to be ugly? People have been settling for mass-produced, cheap crap for too long!
New Zealand is a bit slow on the up-take when it comes to international trends, but we’re finally catching up to places like France, Italy - most of Europe in general - where dogs are a part of everyone's every day lives - taking them with them everywhere, and being treated like family members rather than just pets.
How did your store start its journey in life?
Amelia: Slowly! From creating the company to opening the doors was nine months, and just under two months to open the online store after that. I had been wanting to open a wee home-wares store for years so when the timing was right we just went for it. I’ve spent the last 15 years in hospitality and wasn’t enjoying it anymore. I was running Minibar on Courtenay Place with my partner, Gonzo, for the last 4 years, so when the opportunity came to step away from there and start the shop I jumped at it. Now I’m a day-walker!
At the start, the plan was just to do home-wares. The penny dropped when I was trying to find cool stuff for my pups Gus and Finn, and our late dog Freddy, and all I could find were overseas retailers/brands and shipping was horrendous. It was a light-bulb moment we both had at the same time and couldn’t figure out why no one else was doing it. We thought about just doing a small section for animals, but that quickly ballooned as I started discovering more brands online and now its more 60/40 pets/home-wares.
What do you hope people know your shop for? What brands do you have that are pretty special?
Amelia: We want to be the go-to for the best quality, on-trend pet products in Wellington (and soon, NZ!). We’re the only NZ retailer for Huts & Bay (teepees, cat diamonds, and hoodies) and the Howlpot ‘Howly’ beds, as well as many other brands that aren’t established in Wellington yet like Loyal Canine Co, Eye of Dog, Found My Animal and Nice Digs. We’re super excited to be selling the Wolves of Wellington collection soon!
We also want people to know that we’re dog friendly! Meeting everyones dogs is by far the best part of this job.
What is the best part about being an independent retailer in Wellington?
Amelia: We’re loving being a wee addition to the coolest little capital. I think it’s a great place for creative retailers to make their mark, and Wellingtonians are so open to new ideas and supportive of local businesses - it’s a great vibe to be around. Wellingtonians are super friendly and love the chance to talk about their dogs, it’s amazing hearing their stories and seeing the love they have for them.
What are some of the challenges you face?
Amelia: Amazon is definitely a threat. We’re hoping the government steps in and puts GST on overseas purchases which would make the playing field a bit more even for little retailers like us. We knew Amazon was coming these ways when we were planning the shop, so we tried to get brands and products not available on Amazon (yet) to give us a little point of difference. The hardest part is getting the public to understand why we can’t sell things as cheap as online giants like Amazon can, and it’s not like we go home rolling around in money like Scrooge McDuck. For the most part, New Zealand retailers sell items at the price they need to to cover costs and make a very tiny profit.
There’s a myth floating around that bricks-and-mortar shopping is dead but I completely disagree - I just think retailers need to adapt. Having an online presence is definitely important but research suggests consumers still love the experience of going to a shop to see the products first-hand after doing a little online research first. We’ve really tried to make the shop a fun place to be in, the “experience” you can’t get simply by shopping online.
How is Christmas important to your store?
Amelia: This is our first Christmas at Smack Bang, which is perfect timing just a couple months after opening and the best time of year in terms of exposure. People are out actively looking for gifts rather than just browsing. It makes us happy to see people get so excited about getting their pets a cool gift for Christmas! We’re helping to open people’s eyes to the fact that it’s so much easier to buy for people’s pets than it is to buy for people - and that pet owners get just as excited to receive gifts for their pets as they do for themselves.
What do you do around Christmas time to celebrate the season?
Amelia: Having been in hospo my entire adult life, the silly season has always been a bit busy (read: stressful). I love looking forward to a day off to relax with friends and family on Christmas Day, it’s a bonus if the weather plays ball!
Where will you be spending your Summer?
Amelia: Summer will be spent at Smack Bang! I’ve finally hired a part-timer so I might actually get a few days to enjoy the sun. Then we shoot off to the Coromandel for a couple weeks in February for our wedding.
Smack Bang's Twelve Picks of Christmas
