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Small Business Driver: Deryn Schmidt
Known for her exquisite tailoring and impeccable finish, the Deryn Schmidt label appeals to woman of all ages with styles that are colourful, feminine and flattering. By applying a modern interpretation to classic shapes and not being driven by trends, Deryn Schmidt is able to ensure that investment pieces are created. Located in the Wellington CBD, all garments are proudly 100% NZ made.
Deryn herself is personally dedicated to the longevity of the garments she produces. The label focuses on extremely small runs of high-quality ‘slow’ fashion that is designed to last the test of time.
Like all retail businesses, Deryn Schmidt relies heavily on foot traffic. Their central Wellington location means that the corporate and government workforce, combined with the tourist market, is a large part of their target demographic. With the foot traffic tap turned off when the country went into Level 4 lockdown in March, Deryn Schmidt relied on loyal customers and online sales to keep business ticking over – although online sales have not proven to be a strong avenue for the label. Luckily, prior to lockdown, the team were able to set up the workroom with cutting table back at home to get new products made.
With their boutique now open again, although Deryn Schmidt are staying positive about new customers and grateful to their loyal existing customers, Wellington CBD remains quieter than before with government departments and many other companies still working from home.
With the Toyota Highlander gained through Toyota’s Small Business Driver initiative, Deryn Schmidt has been able to easily transport fabric, trims and cuts to and from local machinists and finished garments to store. It has also enabled the label to travel the country and sell their pieces to wholesalers.
On your next weekend adventure in Wellington, be sure to stop in at Deryn Schmidt’s boutique for a seasonal wardrobe update of high-quality, NZ-made pieces you will treasure for many years. Alternatively, shop the full range online here: https://derynschmidt.co.nz/.