Fairy tale magic will charm next owner

By Colin Taylor

Plenty of imagination has turned this business into a place children love to visit

Little princesses and fearsome young pirates will love a trip to the Fairy Shop.
Little princesses and fearsome young pirates will love a trip to the Fairy Shop.

A fairy shop, cafe and children's event venue in Ponsonby is on the market for just the second time in 20 years.

"This has to be one of the country's most interesting enterprises," says Ann-Maree Rowe, of ABC Business Sales, who is marketing the going concern business within leased premises for $175,000 plus stock.

"Thousands of Kiwi kids from all over Auckland and beyond have been bringing their parents to the highly visible Fairy Shop at 79 Ponsonby Rd for over two decades," Rowe says.

She says the concept of a fairy-themed children's party venue was brought to New Zealand from Australia in the mid-1990s by the store's original owner who knew how to combine enterprise with childhood fantasies.

"For more than a decade she built a reputation for the Fairy Shop as a place of wonder and magic for children." In 2005 the Fairy Shop was bought by Theresa van der Wee, who had worked in the store for several years.

"Theresa embarked on a significant rebrand and upgrade of the business drawing on her expertise as a teacher and her vision for a new kind of fairy party that combined the very best of the established aura of the Fairy Shop tradition with a new low-stress approach and modern, alluring aesthetics," Rowe says.

Seven years later, the Fairy Shop was fully renovated to extend the retail space, upgrade facilities and add a revenue-enhancing cafe.

The business now offers "a combination of magical children's birthday parties, the glamour of a gorgeous fairy store-front and the serenity of a cafe, now 2 years old.

"We are Auckland's one-stop shop for everything magical."

Rowe says the Fairy Shop's ethos is all about giving children a memorable experience

In addition to hosting "unparalleled" children's parties in on-site venue rooms, the Fairy Shop also sends entertainers to home parties and other off-site venues all over Auckland.

A sign-written van used for this purpose is included in the sale of the business".

The shop will co-ordinate as much or as little as its customers require for a special event or party, including supplying the entertainers, speciality furniture, catering, decorations and ancillary services.

"The business is housed over two levels of a character building Ponsonby Rd with both levels having been transformed into a fairy wonderland for children to explore, and experience," Rowe says.

Downstairs is the retail side of the business, as well as the cafe and a kitchen where baked goods are made every day. The cafe features goodies which include scones, iced cupcakes, adult slices and children's platters with fairy sandwiches.

The Fairy Shop serves Altezano coffee made from organic beans ethically sourced from South America. The cafe hours are 9.30am to 4.30 pm daily.

The recently renovated store-front sells "fantasy wares" that include dress-up costumes, fairytale and ballet dresses and accessories such as fairy shoes.

"There is something to suit every little fairy or pirate."

In addition items can be ordered from the store's online website at thefairyshop.co.nz

Upstairs is the party venue room enhanced by an attractive sunroom where parents can enjoy coffee and cake from the cafe downstairs while their children are entertained by "the magic of the fairies".

The second upstairs room is set up for parties.

Rowe says the changes introduced resulted in large-scale growth in sales and now, "with all the hard work having been done, a new owner can benefit from her vision. The renovations are complete, the fit-out is fresh and the brand stronger than ever.

"This is a business in top shape and ready for its next level of growth."

Rowe says the shop has also serviced many corporate requests including supplying fairies for Disney New Zealand to celebrate the launch of a film, and the Woman's Weekly when it wanted fairy dresses for a celebrity shoot.

Rowe says Ponsonby is one of the strongest retail and entertainment precincts in the country, consistently drawing visitors from throughout the Auckland region and beyond.

"Part of Ponsonby's continuing attractiveness comes from its sense of community and the Fairy Shop has been a part of this since first opening its doors.

"This is an affluent neighbourhood that values its local businesses and is popular among young parents who view it as a perfect place close to their work in the city to raise their children."

Rowe says the Fairy Shop already sells many exclusive brands and has a growing portfolio of contacts offering increased opportunities.

"This is an outstanding retailing opportunity that has room to grow."

She says the business is ready for its next custodian to take charge of the business's fledgling online presence and to develop and grow its online retailing capability.

"This is business built upon a well-staffed multiple revenue stream operation that, with imagination, has plenty of room to expand."

- NZ Herald

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