Flying the Flag

Helping to build appreciation for fashion and furnishings that reflect the New Zealand identity is among the most satisfying aspects of the retail trade for Queenstown businesswoman Maree Cross. Maree opened Decode four years ago and from the start has been a staunch supporter of Queenstown, central Otago and Southland designers, including Firefly, Smith & Western, Pest Control, Aduki, Claire Bloom, Jane Sutherland, and Chamaine Reveley. "I saw a gap in the market for a concept store and it's become the largest stockist in New Zealand for some of the region's designers, who have a unique interpretation of our lifestyle."

Decode owner Maree Cross, right, views the spring range of Queenstown designer Jane Sutherland.

She is more interested in clothes that reflect values such as sustainability and being New Zealand made rather than high fashion.  Recently, she has begun adding textiles, lighting and ceramics that complement her stable of designers.  The change of direction has been undertaken as part of a mentoring scheme run by Polson Higgs in association with Te Puni Kokiri. "I've been working with (Polson Higgs Business Mentor) Suzanne Spencer, who has been very helpful," Maree says.   "She has encouraged me to create time to analyse my business and she's also followed up with research and resources." Suzanne has advised on business systems, improving profitability by benchmarking within the industry, and planning for growth opportunities. "We have looked at which interventions can make a difference and how the  mentoring can be applied most effectively." She says Maree has been receptive to new ways of thinking. "She is a vibrant, positive person who is a fantastic role model for Maori women in particular." She has embraced change throughout her career, which has taken her from working with underprivileged children in Africa to Outward Bound. "Some may see fashion as frivolous but I love the way I can empower women while supporting talented designers, no matter what field they're in."

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Last updated: 4th June 2009 | 9:29 am