It's a cosy girls' shop, brimming with a kaleidoscope of fabrics, cute buttons, fun tea cosies, soft dollies, home-knitted socks and bright shiny gumboots.
It's a small haven in a Taihape side street for all those women who love sewing, embroidery and all home and handicrafts.
While most shops intown on a biting wintry day this week were doing a freeze, this Tui St shop was filled with women.
Some were carrying sewing machines in cases, some with bags filled with half-finished quilt projects, and others were signing on for the new "Knit and Knatter" circle.
Former nurse Pauline Baddeley opened her shop three years ago when haberdashers and drapery McRindles closed.
Avid quilter Mrs Baddeley said she was devastated when suddenly there was nowhere local any longer for her to buy fabric, cotton ... all her sewing needs.
"It was terrible," she recalls.
Quickly after opening her shop she realised how much the women in the area from Hunterville through to Waiouru and Ohakune, needed her supplies.
"I had women in here all the time chatting about quilting, which fabric matched what ... even favourite recipes."
This year she formalised get-togethers into a weekly club called the Thrifty Thursday Stitchery Group. There are 15 committed members and more are interested, she said.
One of the latest innovations in the art of quilt stitching are "Jelly Rolls", tightly rolled stripes of fabric all colour co-ordinated and exactly the right lengths ready for the quilter to zip them through her sewing machine and create another fabric quilt and work of art.
The group have recently stitched blocks for children's quilts which will be sold for charity, she said.
She is also mulling over the idea of a children's crafts group.
People need to bring along their own projects and patterns.
Smiles and chatter were uppermost in the shop earlier this week.
