Jane’s business "Jane Daniels Design” was born in Ponsonby. Well, after a start at home with an old door across a sofa as a packing bench, and then a few months sharing space with interior designers in a converted old bakery.
Outgrowing that space, she moved into an old villa in MacKelvie Street. Her parents, just retired, saw her workload and asked if they could help. As they were from entirely different
work backgrounds, she had to teach them what to do! They promised to help for a year and ended up working in the business for fourteen! They were marvellous, loved and respected by cutters, makers and clients. Their new retirement jobs helped fund their wonderful trips around the world.
The design and wholesale business flourished. When the landlord wanted to redevelop, Jane was by then able to buy her design studio and current headquarters building in Newton Road.
A careful choice, on one level for carrying bolts of fabric and wheeling racks of garments, with immediate access to all motorways to her cutters and makers. Every item was made here
in New Zealand and still is today. 100% pure New Zealand made.
Her retail clients were great and very supportive, and she is forever grateful for their help in her success. Those in the regions are still with her, but Jane wanted to showcase her whole
collection, so 25 years ago, she established her own retail store in an old Freemasons’ Hall at 2 Birdwood Crescent in Parnell. A fabulous character building, especially after she pulled down the false ceiling to reveal the original carved woodwork that you see today.
With enough space to provide a luxurious and special experience for her clients and in an area easily accessible to them, it is a destination store. Everything that fast fashion and the shopping mall is not. Jane’s mission statement has always been to tailor effortlessly elegant, sleek clothes from the best European (mainly Italian) fabrics. She has stayed true to her
course, plus, since the establishment of her role as brand ambassador for the Innovative Travel Company, and visiting some exotic destinations, she found a need, and has added her wash-and-go travel capsule wardrobe, made from a great fabric from Japan. She travels regularly to source her exclusive fabrics, often colouring them herself and having her watercolour paintings turned into silk prints.
Jane has created a brand that speaks to modern women seeking sophistication, practicality and comfort. Showing a deep understanding of fabric and form, and great attention to detail, her signature style includes impeccably tailored blazers, sleek dresses, and relaxed yet elegant tops and trousers, crafted primarily from high quality wools, linens and silks, Styling often includes asymmetry, pleating and intricate stitching, but above all, meticulous cut and tailoring, the backbone of her business. Early on she studied and gained a degree in this in London. Jane often discusses tailoring issues with her long-time partner, master tailor Brendon de Silva,of Preston & Maurice Bespoke Tailors (est 1897), a unique resource to call on.
By encouraging women to invest in high quality, long lasting pieces, Jane promotes a wardrobe that is built to endure.
Of course, she can’t do all of this on her own. She has a small and wonderful team, who have been with her for many years. She has always maintained a very personal approach
and is extremely hands-on herself. As time permits, she loves to be in the store, meeting and helping her customers.
Jane also has stores in Wellington, Christchurch and an Online store, and a loyal following in Australia.
janedaniels.co.nz