For Biddie Cooksley, fashion has always been a key part of her life, but it wasn't until her final year in law school that she decided she needed to direct her path towards the fashion industry. So at the age of twenty-three, with no contacts and no formal training, she made the solo move to Auckland to pursue her dreams.
Once she landed in Auckland, she took a receptionist job at a clothing company before being promoted to the merchandising and production team only two months later.
After what seemed like a lifetime for her working for other companies, Cooksley finally decided she wanted to do something that felt good and inspired others to feel good too, without compromising ethics & key values. Because of that, she created her own brand, TUESDAY.
“I wanted to create a brand that empowers women to elevate their everyday clothing and to feel good every day,” she explained.
TUESDAY offers a feminine wardrobe of relaxed silhouettes, unexpected details, and high-quality fabrics. While at the same making sure all production is run consciously and items are made slowly and purposefully. One of the ways in which this is done is by using up deadstock fabrics.
Relationships are an integral part of the company, with some key relationships lasting over twenty years and valued customers coming back time and time again.
Cooksley is always on the lookout for new ideas and finds inspiration all around. Travel has been vital for expanding her eye and embracing new styles. She also loves all things nature, which helped inspire her preferred colour pallets and prints for TUESDAY.
Her latest collection, ‘Varsity’ was inspired by a recent trip to the United States. The range was designed to embody the American college experience, which embraces a heady, spirited balance of going out and staying in. Essentially it is the perfect mix for the autumn/winter season, including items like vintage tees, relaxed dresses, snuggly knitwear and statement coats.
Cooksley has had no shortage of great achievements in her life. However, some of the key ones for her is the positive feedback she has received from customers over the years and the company's ongoing partnership with the New Zealand charity Breast Cancer Cure.
“It feels great to give back, and the team at BCC continue to inspire me with the work they do. It's incredibly impactful and really does make a difference,” she said.
Her advice to anyone looking to step into the fashion industry is, be your own biggest cheerleader and just go for it. Stay disciplined, and don’t give up.
In May, TUESDAY will present itself as its first-ever flagship store on Ponsonby Road, which has been a dream of Cooksleys forever. The brand can now stand proudly in its own environment and have the option to expand offerings and continue to fine-tune the brand for many to enjoy.
“We’ve got an incredible team, supportive stockists, and loyal customers. The best is yet to come.”
