Tucked away on Whanganui's Ridgway St is a hot in demand vintage inspired shop blaring tunes from the 1940s-50s and filled with bespoke rockabilly garments.
Rougetete Vintage Inspired started as a pop up stall about a year ago but after high demand the business transformed into a permanent store.
The shop is a reflection of the owner, Rougetete Bette, who is on a mission to fill the 1940's and 1950's gap in the River City and boost women's self-esteem.
Making all the clothes herself, she has created her own vintage reproduction brand known as Rougetete - meaning "red head" in French. She also imports some materials and brands from all over the world like Dotty and Dolly, Lucky 13 and Lindy Bop.
Ms Bette was born in Whanganui but grew up all over the world spending a decent chunk of her upbringing in Newport Beach, Orange County, California.
The vintage queen said although she didn't like living in America, she latched on to this subculture of 1940's and 1950's fashion - the bespoke and rockabilly trends.
"I never really followed the 'now' fashions and a lot of that was to do with my body shape. I became really influenced by people like Marilyn Monroe and well-known artist Frida Kahlo."
Her motto hanging on a wall in her shop is "be brave enough to be yourself". She encourages woman to "flaunt what they've got" and embrace all parts of their body.
Ms Bette said coming back to New Zealand she has noticed how conservative the fashion was here.
"People come into the store and say: that's gorgeous but I could never pull that off. Then I get them to try it on and they love it but will say: but when would I where it?
"I want to change all that low self-esteem and stop woman from listening to negative thoughts, help them lift their spirits," Ms Bette said.
This year she has been working in collaboration with the Salvation Army running courses to empower woman.
She will also be running weekend sewing classes for women.
In 2000 Ms Bette studied graphics at Whanganui's School of Design and later went on teach there. Her sewing abilities were self-taught from a young age.
Ms Bette said she was pleased to see femininity echoed in other events held in Whanganui.
"I am looking forward to the next Vintage Weekend and hopefully have the opportunity to work in collaboration with La Fiesta."