Fashion: Sisters making smooth moves

Rana Reuther, left, and Emma Clark. Photo/supplied

There's simply nothing more luxurious than slipping into silk sleepwear at the end of a long day. If it's not resting under your pillow, it might be time to join celebrities Zara Phillips and Bic Runga in raving about New Zealand's Willa & Mae.

The sleepwear label has just launched a new collection '200 Motels', inspired by prolific fashion photographer Helmut Newton. The robes, chemise, camisole and pants are all designed and made in New Zealand.

"We're celebrating summer with beautiful, simple designs using a stunning colour palate of coral, aqua, pearl and noir," says Tauranga's Rana Reuther who started Willa & Mae with her sister Emma Clark less than a year ago. "What we love about silk is that it's strong, long lasting and super soft.

"It's also hypo-allergenic and keeps you cool in summer and warm in winter."

So how did a former property valuer and research nurse fall into the fashion industry?

"We grew up surrounded by our mother's Vogue magazines but never considered a career in fashion until we were looking for a silk robe to take on holiday, and had no luck," says former valuer Emma, who also runs homeware store Veranda on Waiheke Island. "After two years of research we took the plunge and started Willa & Mae. It's been a huge year, including showing at New Zealand Fashion Week."

Both Rana and Emma agree their early success has come from hard work and surrounding themselves with people they trust.

"You can't be creative and expect a business to grow without proper support in place," says Emma. "We have high-quality, ethical manufacturers and only use the best natural fabric suppliers from around the world."

Rana says they also brought on RightWay accountant Richard Glubb, who set up Xero and offers ongoing business advice.

"This has been hugely beneficial. It means we can spend time doing what we love; staying ahead of fashion trends, designing sleepwear and listening to our customers."

* To get your hands on the latest Willa & Mae, visit willaandmae.com