Once upon a time, seven Hamilton artists came together with their wares, from creative home wares and exquisite jewellery and taonga, to handcrafted toys, boutique women's wear and children's couture. The women opened a pop-up store in the city, and they called it Story, for this was just the beginning of theirs.
Nichola from Ntk Made, Michelle from Limited Vintage, Angela from Kids & Curiosities, Mallory from Mallory Xavier, Ange & Jill from Jill & Ange, Runu from Runu Simpson say they are stitched together by a common thread, all seven appreciating the value of New Zealand-made goods, and the support of local industries in a collaborative, co-operative setting.
"The idea is to create a platform for small creative businesses to get their work out in front of the general public six days a week, instead of once a month at markets," said Michelle from Limited Vintage.
"I wanted to work with a great group of like-minded people to make it happen. Story isn't one identity, it's a group of small identities, and there is always strength in numbers and contacts, so more opportunities to get our concepts out there. Retail is hard at the moment, especially with the ease of internet shopping, but nothing beats shopping in a store and touching and smelling and trying on. So to make it work you have to think outside the square. Pop-up shops are a great use of empty stores," she said.
The women, who all met through a mix of mutual friends and weekend markets, have been working on the idea of the eight-week pop-up shop since May. Mallory from Mallory Xavier (toddler couture) studied fashion at Wintec in 2007 because she thought sewing was a good skill to learn.
It wasn't until she was pregnant with her now three-year-old daughter that she found there was a gap in the market for quality locally made children's wear at a reasonable price.
"I had real difficulty finding anything for her (Coco) that I liked. And I'm really big on New Zealand made. There was a lot of baby and hand knitted things, but nothing for a toddler."
The youngest of the group at 30, Mallory is about to release her fifth collection.
Working for a number of years as an applied behaviour analysis therapist with Autistic children, Mallory learned about fabric allergies and tries to stick with natural fibres throughout her collections.
The store itself continues with this natural theme, with earthy colours and soft textures creating a light ambience throughout.
Supported by Hamilton Central Business Association, Story will open on July 21 at 120 Alexandra St.
It will host the work of New Zealand businesses and artists, and welcomes others to register their interest. Email ourstorynz@gmail.com.