Mum's instinct drives fashion brand

Katrina Ward owns fashion brand Outie.co.nz.

Katrina Ward has just moved from Auckland to Waipu and has brought with her a bag of skills. She's a textile designer and artist with her own fashion brand at Outie.co.nz, as well as an avid blogger and writer.

1: Describe your business.

Outie is a fun NZ brand specialising in unique textile prints and in-house fabric design for breastfeeding dresses, maternity garments, art prints and textile prints and more. I am a one-woman show but in the interview stages of employing a contract seamstress.

2: What motivated you to start this business?

When I was pregnant I couldn't find maternity clothing that I really wanted to wear so I started designing tees. When I was breastfeeding I designed a dress that allowed me to feed anywhere without a care and they have become my own personal mum uniform. Then my babies needed cool bedding.

In a nutshell, the business has grown alongside my own needs since I started maternity leave three years ago and I will keep solving problems as I encounter them.

3: What are you the most passionate about in this business?

Being proudly NZ made and having original fabrics.

4: What is a little-known secret about your business that customers might not know?

I am also a writer. Sleeping doesn't happen much. I'm also a mum, first and foremost and above all other things, my two little grublets are a priority.

5: What were you working at before this business venture?

I was an art, art history and English teacher.

6: What trends do you see in your industry?

There seems to be a lot more outsourcing these days and NZ production is becoming rare. Other brands have garments made overseas to cut costs. I believe customers still love NZ-made products though. So I design my fabrics here and sew them here.

7: Describe an average Monday morning?

Well, it all starts with coffee and lists. Lots of lists.

8: What challenges do start-up companies face in Northland?

I'm new to Northland so I can't speak for Northland specifically. I think a key to success in any industry is savvy networking and participating in online communities for support and regular brainstorming sessions.

9: What's your personal philosophy on surviving business challenges?

Think. Brainstorm. Do something small to work on your business growth every single day.

10: Tell me about someone who has influenced your decision to start this venture?

My friend Sarah Jayne Kavali. She is a stylist and artist and every step of the way she has been behind me telling me that my ideas are worth continuing with and will make other people's lives better.