Mother and daughter duo Carole and Chloe Jarrett have both had their fair share of experience in the fashion industry, which is what later inspired the two to create their bohemian brand, Neon Collective, which allowed them to have complete control over the stock they were buying.
The brand started out by only carrying its own in-house label, which is a major part of what Carole and Chloe still do. However, over the past ten years, the company has significantly grown and evolved into what it is today.
Their brand now mainly stocks small independent Australian designers who are rarely available on the New Zealand market. While always making sure they share the same sustainable practices as Neon Collective. In doing so, they have managed to introduce many new and emerging brands into New Zealand.
“We have introduced a lot of designers to our customers and given them a much more informed personalised service so that they fall in love with the designers much like us,” Chloe explained.
With Carole in her sixties and Chloe in her thirties, the two work together to find common ground when it comes to buying or designing their inclusive collections. The pair have always prided themselves on not having a specific age demographic or budget when it comes to the products they stock. They also prefer to stock unique, trans-seasonal products that don’t always follow the trends.
Chloe expressed that a lot of designers were now tapping into nostalgic vibes with the revival of some strong styles and prints with a modern twist. She looks forward to bringing some of these styles in for next summer.
“Summer is definitely our key season which we are buying for now, so seeing what's ahead has got us pumped,” Chloe said.
Their advice to any designers out there looking to get stocked in stores is to get to know the boutique you want to be stocked in. Be loyal to them and nurture a relationship. These people could be representing your brand day in and day out, so you want them to know you appreciate their business.
The future for Neon Collective hopes for continued growth along with developing wholesale, which has been a long-term goal of theirs.
Their dreamy flagship boutique can be found in the heart of Mount Maunganui.
