What an incredible year it’s been!
As a new business, I’m beyond excited to celebrate this milestone.
Josephine was founded after many years of experience in the fashion industry, where I had the privilege of working for some iconic companies while living in Melbourne and Auckland.
The Covid-19 pandemic changed everything—suddenly I couldn’t travel, and I found myself missing my family and friends back home in Aotearoa New Zealand more than ever. I missed out on so many significant events, like my best friend’s wedding and other major family milestones. I knew it was time to come home.
I secured a Senior Designer role in Auckland, but over time I realised something important: I had moved back to New Zealand to be closer to my family in the Far North, yet I was still living far away due to work commitments. That didn’t align with my reasons for returning. So, I faced a tough question. How could I have both? How could I continue my career in fashion design, while being close to my family?
This led me to make a bold decision. I stepped away from city life and my Senior Designer role in Auckland to start my own business. It wasn’t an easy decision. I went back and forth for quite some time. Financial uncertainty and the fear of failure weighed heavily on my mind, but ultimately I realised I was at a point where I could afford to take this risk. And if it didn’t work out, that was okay as I was still young enough to return to the traditional workforce.
I packed up my life in Auckland and moved back up north. It was exhilarating and terrifying all at once. For the first time I was working for myself. Managing, motivating, and pushing myself forward.
The first big task was coming up with the perfect name for the brand. I wanted something sophisticated with a touch of quirkiness (this would later become my brands motto). After countless discussions, the name came to me in the middle of the night - Josephine! It’s my grandmother’s first name, though she rarely goes by it. It was the perfect embodiment of what I wanted the brand to represent.
With the name sorted, the next step was branding. I had no idea where to begin, so I enlisted the help of the brilliant Leah from Sylvia Creative. Over the next few months, Leah and I developed a complete branding package. This included the brands mission statement, target audience, brand colours, fonts, and more. Leah designed the perfect logo and emblem for Josephine. This process was invaluable and truly brought the brand to life. It was really happening, my dream brand was becoming a reality!
As the designer and founder, shaping the brand's aesthetic was entirely my responsibility and to be honest, it was a daunting task. Up until this point, my entire career had been spent working in large teams with a lot of collaboration. I went through many months of back-and-forth, designing, tweaking, and analysing. What did I want Josephine to look like? I kept coming back to my personal style—oversized. Oversized styles have always resonated with me. I love the easy, relaxed vibe they bring to fashion.
I knew I needed to stay true to this aesthetic and design the range accordingly. I am so proud of the first collection, it perfectly encapsulates the look I envisioned—sophisticated garments with a touch of quirk.
The designs truly represent me as a designer, and with that, Josephine’s aesthetic was established. Now that the brand’s identity and aesthetic is established, new collections and processes become smoother. I now have sales data to also guide me and I can analyse bestsellers and build new ranges that reflect with what resonates most.
In the initial stages of setting up the brand, there were also countless other things to juggle; labelling, supplier onboarding, administration, finding accountants, buying new equipment, the list goes on! There were far more moving parts than I had anticipated, and I learned a lot along the way.
When it came to the labels and manufacturing partners, I knew I had to get it right from the start. I partnered with a leading global label company that supported our label production and development. Josephine sew-in labels are made from certified recycled materials, and consciously prioritise responsible material use while maintaining a sophisticated design. Our hangtags are FSC certified, which means they’re sourced from responsibly managed forests that meet the highest environmental and social standards.
I’m also incredibly fortunate to work with the best manufacturing partners who are leaders in their field. I’ve known our manufacturing partners for years from previous stages of my career, and they were kind enough to take on my new business. I’m so grateful for their support and am privileged to be working with them again.
One year ago today, I launched Josephine’s very first collection. It marked the beginning of something truly beautiful, and I’ll always be grateful to myself for taking that bold leap. Starting this brand has allowed me to pursue my dream job while living exactly where I want to be.
I’m incredibly proud of where the brand stands today. Josephine is now stocked in several amazing stores across New Zealand, and it’s incredible to see so many inspiring women wearing and loving Josephine’s pieces.
I’m so excited for what the future holds for Josephine—the next year, the next five years, the next fifty!
Reflecting on this past year, I’ve compiled a list of highs and lows. The lows are learning opportunities helping me grow, and the highs are moments to celebrate.
Highs:
- Seeing incredible women wearing Josephine pieces with confidence—incredible!
- Getting Josephine stocked in multiple beautiful stores across New Zealand—a dream come true!
- Connecting with inspiring women: business owners, influencers, fellow designers, and customers who have supported the brand wholeheartedly.
- Moving back up north after years in Melbourne and Auckland. Being close to my family again is a gift, and I’m so grateful to Josephine for making it possible.
- Watching the brand come to life—an unforgettable, pinch-me moment!
- Hosting Josephine’s very first pop-up shop. It was amazing to see the entire range curated in one space and to meet everyone who came by.
Lows:
- Financial challenges. Moving from a secure, well-paying job to part-time work while self-funding Josephine has been tough, but it’s been so worth it.
- Wearing all the hats in the business. While it’s not entirely a "low," juggling every aspect of the brand can definitely be stressful which is why it’s made the list.
- Marketing struggles. I’ve had to learn a lot about marketing, and it’s been a steep curve. Hats off to all the marketing pros out there!
- Managing stress. I’ve always been a bit of a stress-head, and managing it continues to be an ongoing journey. I’m improving, learning to embrace the motto "it is what it is," and taking it one step at a time.
To wrap up, I want to say a HUGE thank you to everyone who has supported Josephine—whether by purchasing a garment, stocking the brand, or even just hitting “like” on Instagram—your support means the world to me! I wouldn’t be here without you all, so from the bottom of my heart, thank you, thank you, thank you!
A special shout-out to my partner, family, and friends—you are the backbone of this business. You’re always there to listen, cheer me on, and remind me why I started this journey. I’m so lucky to have you in my life and can’t thank you enough for your continued support.
Here’s to another amazing year ahead for Josephine!
Lucy
xx
