When I mention the TK Store and the label Turet Knuefermann to most women, the first thing that comes to mind is sexy. Elegant yet sensual styles that can work for any woman and quality that lasts. And lasts.
At the end of last year, the designer celebrated 10 years in the business of running her own, highly successful standalone stores, including her iconic Brown Street store under the TK Store banner that opened way back in 2005. Her newest boutique, called just Knuefermann, extends her brand even further. You’ll find it in the historic Kauri Timber building on Fanshawe Street, and it is a true joy to behold. Architecture firm Fearon Hay created a space there that reflects a luxury consumer experience along with European style and the clean lines that the brand is known for, and it’s a completely unique shopping destination. It also stocks a few brands and pieces that can’t be found in Ponsonby and vice versa, necessitating a regular visit to both, in my humble opinion!
When talking about her Brown Street store she tells me the last 10 years have been “so rewarding... it has been incredible to experience being part of the growing Ponsonby environment.” She says she chose the location - most definitely off the beaten track all those years ago - as she wanted to create “an oasis, to provide a space that encapsulates the philosophy of TK as well as a relaxed destination for our clientele. It’s a haven for people to take time out from the busy ‘noise’ of everyday life and to have an engaging experience that feels special.”
When I ask her who the woman she has in mind is when she is designing a new collection, she says, “I’m inspired by my amazing friends and colleagues - I work with some very cool ladies. They tend to be confident women with a strong sense of self that are busy and like to look effortlessly chic. Women who pay attention to the design and longevity of a garment and who are conscious of buying a product in the knowledge that it is ethically produced and sourced.” She adds that the TK customer has actually changed little over the past 10 years, but that her loyal customer base has “grown to now include the friends and also the daughters of my original customers, who are off to balls and embarking on new careers.”
She says that a combination of elements keeps her customers (like me) coming back for more, such as clean lines, amazing value for money and the fact that TK style is “all about the client wearing the clothes, not the clothes wearing her. It’s the simplicity of the designs that makes the impact, and it’s hard to beat the quality of the fabrics chosen for the garments.”
She describes the latest collection to drop in-store as being like resort wear, “but for everyday!” and while winter brings pieces like her Merino Basque Jumpers to snuggle into, “the luxuriousness of linen and wide-leg palazzo pants has got me excited about a new feminine allure. It’s comfortable but not careless, I love that linen is raw yet refined, delicate yet durable. Nothing says effortless luxury like linen if you’re planning a getaway, that trip to Rio... or simply want a hot look for that Italian-themed long lunch.” Throw on one of the label’s perfectly cut coats and you’re good to go - it really is that easy.
The Newton resident tells me she is also making a welcome return to New Zealand Fashion Week this year after a few years off, and is excited to be expecting her first child. Having known her for many years I can attest to the fact that Turet is most definitely never one to rest on her laurels, and she tells me that even with all of that going on she is also looking forward to “locking myself in the pattern room to conjure up loads of new creations!” I, for one, can’t wait to see what comes next. (HELENE RAVLICH)
TK STORE, 50 Brown Street, T: 09 361 2020, www.tk.net.nz