Designed by Daniels herself, the store is welcoming and modern, showcasing garments amongst the neutral black, white and grey colour scheme with industrial metal fittings. Jane has designed the metal elements in-store in collaboration with a talented master of metalwork.
Daniels said the Parnell store has developed loyal clientele over the years but it has been a dream of hers to showcase her eponymous clothing label in Ponsonby.
“When this boutique became available I knew it would be the ideal space to pay homage to our luxurious fabrics that create unique, fashion forward pieces. All of our garments are made locally and this new retail store has given us the opportunity to start with a blank canvas, creating a back drop for our collection that does justice to the quality of the clothes,” said Daniels.
The new store features the latest Summer 14/15 collection that was inspired by the ‘essence of summer’.
The label has been providing elegant clothes for New Zealanders since 1986.