Fashion enthusiast and store director Amanda Moir is stocking all the spring/summer essentials for the hot season. Drawn to the wide world of fashion from a young age, Moir finds inspiration in the creativity that clothing can offer each unique individual. With upmarket brands, edgy streetwear, and beach-vibe casual clothing, Moir has four stores in Kelburn and Wellington, bursting with the newest go-to items this season.
From starting as an office junior at a local advertising, PR, and banking company, Moir learned the right skills to begin her business in the fashion industry. Vintage, grunge, punk – various styles have always intrigued Moir. After loving the variety of looks and vibes that clothing offer, she seized an opportunity to take a big step into the industry.
Over 20 years ago, with an 18-month-old daughter and full-time work not on the cards, Moir took her place in a small store down an alleyway in Upper Hutt. After purchasing the preloved space from a friend, the store was repainted and enhanced, giving it a new look and vibe. The next five years saw Moir moving three times into bigger stores and adding new clothing along the way, generating a mix of fashion, including accessories and giftware.
Upper Hutt was the ideal location because few clothing stores catered to younger and edgier customers, and it desperately needed more choices. Kelburn offered an opportunity to grow The Vogue Store brand full of labels. Moir purchased Cerise Clothing in Kelburn, transforming it into another The Vogue Store. Afterwards, she created a younger, cooler streetwear store called Wild Rose in Upper Hutt, closely followed by the opening of Revisit, a natural progression for Moir.
“Kelburn and Upper Hutt stock a few different labels each, which gives them each a unique point of difference,” said Moir.
The Vogue Stores provide upmarket styles with well-known brands, each store holding its beauty and ambience essential for the customer experience. Wild Rose is edgy in its form, with unisex clothing appealing to the casual vibe feel. Revisit creates a distinct appeal by having clearance items from previous seasons, allowing customers to find unique pieces at great prices.
Moir prides herself on having a family that helps run the business. Ashleigh, her daughter, is the manager and buyer for Wild Rose; Moir’s son works as IT; and Moir’s husband, Todd, works on store interiors. Moir loves how fantastic it is to have a family-run business that supports and provides for its community. “It is a true family business.”
After COVID, the world of retail has undergone a significant adjustment. Competition has increased, keeping up with fast-paced trends. Moir understands the hard work of entering this industry and advises those willing to get involved, listen, know their customers, and grow slowly.
Moir stocks a mix of New Zealand designers and overseas labels. Some exciting labels and brands include; Curate, Jellicoe, Loobies Story, Verge, Yarra Trail, Minx, Madly Sweetly, Seduce, Stolen Girlfriends, RPM, Federation, Huffer, Mink Pink, and Lee. Her stores' customers range from 18 to 80 years old.
