A Q&A with Kate and Emma of Maman Boutique | Our newest stockist
It is with much excitement that we announce our arrival into Maman Boutique this week ✨
Just in time for the festive season, you can now view, try on and shop a hand-selected edit of our very special vintage pieces from within one of our favourite boutiques in Auckland.
Sitting alongside other labels including Saint Laurent, Ulla Johnson, IRO, Versace Home and more, Maman is a one-stop-shop for your summer wardrobe and holiday gifting ideas alike....
Emma, left, and Kate, right, founders of Maman Boutique, Remuera.
Emma Main and Kate Boyden are the driving force behind everything Maman. This sister duo from Auckland had long envisioned opening a chic space in their local suburb of Remuera for the classic, modern woman. Following their passion through research and discovery, the two sisters began assembling their favourite finds to create Maman.
The Maman Flagship store embodies a love for French design, while the name is a salute to their mother, who instilled in them a strong sense of sophisticated style and taught them to follow their dreams.
In celebration of our launch into their beautiful store, we asked a few questions of Kate and Emma about the Maman client, their love of vintage jewels, their recent move to a bigger boutique space, and silver linings found off the back of this whirlwind year.
Sakura wears the Christian Lacroix 1980s Deco Earrings, available now at Maman.
On introducing Love and Object to their covetable list of labels
Emma - We think the story behind Love and Object is just gorgeous, from the packaging to the placards, the story behind each piece make them like little pieces of art. We truly feel this is a great alignment between two beautiful International local brands.
We loved the aesthetic where you were finding unique vintage treasures on your travels, that really speaks to our consumer. Our woman wants to dress uniquely, a touch of luxury with her everyday classics.
The story behind each piece is alluring and exciting which we know our clientele love. Love and Object had been on our radar for a while and we felt the current timing was perfect to work together.
A selection of Versace Home pieces, also available at Maman.
On favourites from our vintage collection
Kate – The Balmain Pompeii Bracelet from the 1970’s
Emma – The Balenciaga Leopard Earrings (sold) – always love a bit of animal.
On personal style
Kate – I have a very casual approach with a rock edge style. I love Zadig et Voltaire, Anine Bing – everyday classics with a twist. Can’t go past an embellished shoe mixed with a cool blazer.
Emma – I like to wear quality fabrications and well-constructed garments. This is really important to me and are reflected in the brands we stock. I like to be creative and playful with my wardrobe, again how we buy, items you can mix and match across brands to create individual style with confidence.
Tamara wears the 1980s Ophelia Earrings, available now at Maman.
On their recent move to a bigger space on Remuera Road
Emma - We had a very clear vision of what we wanted the new space to be. We enlisted the super talented Hannah Warren and worked collaboratively with her and her team on bringing the vision to life. Hannah did the entire fit out, even sourcing our really beautiful pieces such as the jade table from Mid Century Swag.
Kate - Remuera is our home! It is where Maman started, where our brand is cemented. Emma and I grew up here, we went to school locally and now we are both raising our own families in Remuera.
Maman staff member Mari in Ulla Johnson, one of our favourite labels for feminine floral dresses available alongside our vintage pieces.
On working together as sisters
Emma – Kate and I share the same vision for Maman so we have an innate natural organic way of approaching the day to day running of the business.
Our skill sets are complimentary allowing us to establish clear areas and roles that we look after. In saying that, there is a lot of cross over areas that we have to work autonomously on.
On the Maman clientele and their signature style
Kate - We have clients of all ages and many are familiar with the brands from afar and love our curation/edit of these products. We listen to our clientele and buy more attuned to a New Zealand way of life with a European flair.
In light of the current worldwide pandemic, we are working really closely with our customers to ensure we are buying with them in mind since a lot of them can’t travel.
On silver linings found, off the back of a year like no other
Kate – Our silver lining has been our online store. It was something we had been working on for over a year and ended up with the impeccable launch timing a week before we went into our nationwide lockdown.
We were forced to take the time to really focus on online while the bricks and mortar was closed. We pride ourselves on customer service and working personally with our women, so the biggest question we had to answer was how to translate that to online.
Emma – The lockdown also allowed us to take a step back and look at the business in its entirety. Kate and I are so hands on with the day to day running of the store, lockdown was a time for us to step back from that and look at the big picture.
We now understand that people are no doubt re-looking at their wardrobes and current lifestyle and making changes. Maman has always had the philosophy of timeless pieces that you can wear forever. Fast fashion vs investment – less is more has always been our ethos.
Maman Boutique's store front on Remuera Road.
To preview the full collection of Love and Object curated vintage now available in store, click here to be taken to Maman's website catalogue.
To view the collection in person, visit Maman Boutique at 407 Remuera Road, Remuera, Auckland.
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Happy New Year, lovers.
However you've been spending the festive season, we hope you've managed to have a beautiful few days of much deserved R&R, and are stepping into January 2021 feeling refreshed, inspired and ready for a fabulous year ahead.
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