Ponsonby News asked fashion designer, Jane Daniels to tell us about her business and her new collection.
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 Street, Ponsonby.
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.
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.
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.
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.
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.
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.
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Published 4 March 2022