Stockist series: emma

Hidden away in the suburb of Berhampore in Wellington, emma boutique has always been a loyal supporter of Extra Curricular, as well as selling beautiful locally made clothing and other stylish things. Now you can get your fix of emma's pretty and practical style in the city too - designer Emma Wallace answered some questions about her new store for us...

What will customers discover at emma on Cuba Street?

A boutique that stocks my clothing label ‘emma’ which is designed and made in New Zealand. I love to create garments that are easy to wear, feminine, inspired by vintage detailing and shapes and most importantly great quality and made to last. Alongside our clothing racks we stock select ranges of New Zealand (and the occasional extra special Australian) made jewellery, accessories, swimwear and gifts. There’s a shared love for all things vintage at ‘emma’ with our ex-butcher shop fitted out with pre-loved furniture given a new lease on life and a bit of love. We like to share with our customers a giggle or two over whimsical thoughts and if you like humming along to Fleetwood Mac tracks whilst browsing the racks you’re in the right place. Not only will you find Extra Curricular magazine here but also treasures straight out of its pages!

What's the best thing about coming to work each day?

Having ‘emma’ garments tried on by all sorts of different stylish women everyday, finding which style best suits them and then seeing them wearing it on the street. It’s always a buzz! I also love when one of our crafty makers pops in with some of their latest creations to share, I’m always blown away with their new ideas, creativity and expertise.

What is one thing you learnt from opening your shop?

That there’s just so many lovely people out there, I’m always so chuffed they make it through my door and so grateful for their support. It’s genuinely humbling. I used to wholesale my label and work from home, so missed out on that connection. I’m really glad I made the decision to put my business out there and open my first shop in Berhampore. 

What's the best-kept secret in your local area?

Well as we’re new to the revamped upper Cuba Street neighbourhood I think we’re still quite a secret! Best-kept may be that there’s still 1 hour free parking outside our boutique door (bonus in the central city!) perhaps tied with the massage chairs at our wonderful next door neighbour ‘The Powder Room’, sink into one of these beauties and relax while getting your hair shampooed - bliss! Oh and of course there’s ‘Martha’s Pantry’ just around the corner for lady-like tea and cake so this part of town is turning into a great girlie hang-out.

emma

new boutique

268 Cuba Street, Te Aro, Wellington

ph. 04 8024179

www.emmacollections.com

Cardboard toys

Flatout Frankie is the product of Sarah Gardner's amazing imagination. A graphic designer and mother, she's been working away on prototypes and testing these for a year now, combining her love of design and cardboard to bring us these awesome flatpack toys that encourage play and creativity. A step up from playing inside the washing machine box, which I remember fighting over as a child! Love the white on brown.

A wearable magazine?

T-post is for lovers of T-shirts, who also love magazines, and news, and mail, and innovative extra curricular projects. It was started in 2004 when Peter Lundgren and his colleagues at an ad-agency in Stockholm came up with the idea to make a news magazine that drew attention to certain topics they thought needed to be further discussed. As a subscriber, you get an awesome T-shirt in the mail each month – with a news story printed on the inside, and a graphic interpretation of it on the outside. It's interesting to see the artists's interpretation and then look at what news story it relates to. A pretty great idea – and they send 'em anywhere in the world! 

This one's about companies who are promoting 'green' products - not to join the environmental movement, but to get a slice of the green money pie. Designed by Ville Morkki

One about how thieves are using social media to find out where you live and when you're not home. Designed by David S. Blanco