Shop gains classroom, quilt machine

Bernina technician Nick Robinson and Bernina Sewing Centre owner Sandy Robinson contemplate their big move from John St to the Strand Arcade in the middle of next month. Photo / John Stone

Bernina Sewing Centre is to shift from its present location on John St to the former Storytime site in the Strand Arcade.

Bernina Sewing Centre owner Sandy Robinson bought the business in 2013.

She is shutting up shop on June 3 and is expecting to move into the mall on June 13 after the shop has been renovated to meet Bernina's needs.

The significant changes between the two shops, said Ms Robinson, is that the new shop will have a dedicated craft room for teaching and projects.

"We do some teaching already but we don't have a dedicated classroom, so this allows us to run far more quilting, clothes making, patchwork, knitting and crocheting classes."

The other change will be having a room for a new Q24 quilter to be installed. The quilter measures 4mx2m.

Ms Robinson says Whangarei is only the second outlet in the country to get the top of the line quilting machine.

Bernina Whangarei employs four staff as well as Ms Robinson - and including her son Nick who is the only Bernina qualified service technician in Northland - and the only technician aged under 40 in the country.

Ms Robinson said the shift will be good for her business, which is getting stronger and stronger.

"Handcrafts went through a lull a few years ago but now they are getting more and more popular.

"This is a growing business - there's an ever-increasing demand for quality machines."

- Strand Arcade manager Merv Williams believes there could be more moves by business on the fringe of the CBD into the inner CBD.

"I believe Bernina's move into the arcade is an indication that there are businesses out there wanting to be closer to the action."

He said he is in talks with other fringe CBD businesses considering shifting into the inner circle.

- The Bernina connection began in 1960 when AF (Fred) Harding began importing the machines, selling from a shop in Vine St. C and G Mansell bought the franchise in 1963 and they moved to Rathbone St, running the business for nine years before selling to Bob and Shona Farrelly.

They had agents throughout the North, running a demonstration service from bases such as Kaitaia, Kaikohe and Ruawai. They moved premises to John St and eventually sold the business in 1993 but Bob and Shona Farrelly re-bought the business three years later, running it for another nine years.

"We sold 865 units in one year - as well as all the trade-ins. Sowing was really strong until well into the 90s when we started to get cheap imports from Fiji and Asia.

"We were the the top New Zealand dealership for two years," he said proudly.

He's also justifiably proud of a sponsorship deal that grew into a household name.

In 1981 he was asked by the Hora Hora Kindergarten to donate a sewing machine for a "pins and needles" competition. That little competition went on to become the Bernina Fashion Awards which is still running strong.

The annual awards showcase the creative talent of Northland school pupils, polytechnic students and amateur and semi-professional sewers and artists.

"I think sewing and associated crafts are still going strong."