Fashion has been in Joelene Dormon’s blood for as long as she can remember. She still feels a thrill while unboxing a new collection, feeling the fabrics, noticing the little details, and appreciating the craftsmanship.
Dormon’s mother greatly influenced her, as she could sew or knit anything just by looking at a picture. She has also been lucky to learn from some incredible mentors.
Stewart Limmer, in particular, taught her everything from running a factory store to designing collections and going on buying trips overseas. That hands-on experience shaped the way she has approached fashion today.
One of Dormon’s most exciting moments has been seeing her designs worn out and about.
“It’s an indescribable feeling, like seeing your ideas come to life. I know that’s exactly how the brands I work with feel when they spot someone wearing their pieces. It’s like their baby, and I love being part of that journey,” said Dormon, director of Your Label Agent.
“I’m also fortunate to have a supportive husband and family who encourage me every step of the way. Having that foundation makes all the difference in such a fast-paced industry.”
Dormon's work at Your Label Agent has focused on helping boutique labels grow while staying true to their vision. Many brands she has worked with use deadstock fabrics, focus on sustainable production, or operate on a made-to-order basis to reduce waste.
She said that small shifts like these add up and make a massive difference over time and that it was inspiring to see designers embrace these changes while still creating beautiful, thoughtful pieces.
“Creativity drives everything, but without firm business decisions, even the best ideas won’t go far. Beyond strategy and numbers, I truly believe that relationships are key.”
New Zealand has an incredible fashion scene built on craftsmanship and quality. Keeping some local production was essential to maintaining the nation’s unique identity, but she said fashion is also global. Brands that successfully blend their local roots with international influences, whether through supply chains, collaborations, or digital platforms, will thrive.
At the same time, if Dormon could change something about the industry, it would be the timing of seasonal drops. She found it frustrating when winter coats arrived in stores while it was still warm or summer collections dropped before peak temperatures hit.
“A more climate-aligned approach would make shopping more natural and reduce unnecessary markdowns. It just makes sense.”
Over the years, Dormon has built a fantastic network of women in this industry, many of whom have become her close friends. She said that fashion was just as much about people as it was about products.
Her advice to others joining the industry was to be resilient and open to learning. She started her agency during COVID-19 and got a crash course in resilience.
“The industry is always evolving, so adaptability is key. Trust your instincts, embrace challenges, and don’t be afraid to ask the people you admire for advice. More often than not, they’re happy to share what they’ve learned.”
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