Shelley Harvey started with a production background which happened incidentally from wanting to be a clothing designer. Then following a short fashion course at the Auckland University of Technology sometime in the mid-90s, Harvey trained as a contract cutter in Auckland and later worked as a cutter/pattern maker in both New Zealand and the United Kingdom.
She later completed a Degree in Fashion and Design at Otago Polytech, which led to her designing her very own label.
Belle Bird Boutique is a mid-high-end fashion business Harvey has owned for twenty years; from this, she has learnt the ins and outs of buying.
“Belle Bird started as a store to house my own and former business partners' labels and has grown from there,” she said.
Harvey is the leading buyer of the store. However, she also collaborates with the store's manager, Emma Muir. Being in her twenties, Muir has a fresh and different view of what to buy for the store. The pair go through every piece of a range together, analysing what styles and colours have worked well in the current season compared to what they think will work well next. Although they like to keep up with growing trends, the two also want to buy unique items that will uphold longevity.
“Emma started working at Belle Bird fresh out of a degree at Otago Fashion School back in 2021. We graduated over twenty years apart from the same school,” explained Harvey.
They have also noticed that people are becoming more concerned with a high synthetic composition of garments, and anything with too much polyester or nylon often gets put back on the rack. Because of this, they have changed the way they buy by opting for more natural fibres.
For Muir, working at Belle Bird has been her first venture into buying. “It has been such a great opportunity to get involved in this side of the industry. I love meeting the people behind the brands and having a part in sharing their designs with our customers,” she said.
The boutique's main point of difference is being a multi-brand store predominantly consisting of New Zealand brands plus a few international ones. While simultaneously covering a broad range demographically to keep up with the broader local market. However, at the end of the day, it is more about the style aesthetic than a specific demographic for Belle Bird.
“We take a lot of care to do a brand justice. We prefer to stock a comprehensive range from a select number of brands rather than a small selection from many,” Muir expressed.
She continued to say that having a select range of designers allows their staff to have in-depth knowledge of each brand and their products. While also allowing them to assist and inform customers when it comes to their ranges and answer any questions the consumer may have.
When looking for designers, they opt for finding versatile pieces within a collection that can suit a range of body shapes as well as selecting a brand that really stands behind what they do and can effortlessly translate a trend into their own design aesthetic.
Some trends they are looking forward to seeing soon include tapered trousers, bright colours, clashing prints, sheer and textured fabrics for layering, bold multi-coloured knits, metallic fabrics, and glitzy party looks. Trends they feel are on the decline are things like polka dots, heavy cotton lace, voluminous silhouettes and anything tiered.
The pair believe it is an interesting time for fashion as the term ‘sustainability’ covers a much broader spectrum within the clothing industry. They have found that New Zealand brands, in particular, are very forthcoming in seeking to be more sustainable and ethical, which is all very positive for buyers.
