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HomeNEWSTakeover: Getting Whakatane’s Whitegold onto Ponsonby Rd

Takeover: Getting Whakatane’s Whitegold onto Ponsonby Rd

It’s a takeover. Whakatane-based label Whitegold is taking over handbag label Saben’s new Ponsonby Rd store in July. The month long pop-up store will see Whitegold owner Kate Clark sharing the Saben space with clothing brand George Henry.

This is the second time that Saben, which sells bags, jewellery and other accessories, has collaborated with another label.  The first collaboration was led by interior stylist LeeAnn Yare with goods from Collected.

Saben founder Roanne Jacobson says the idea is about community and sharing what they love with customers.

“We go around the country on a regular basis, and really responded to Clark on a personal level. We wanted to shine a light on some of these areas outside of the city, ” she says.

The Saben store, which is just three months old,  has a stage area out the back with plenty of room and shelf space for Clark to highlight products.

The idea with these ‘takeovers’ is to create a desire for people to see how the store is transformed on a regular basis, says Jacobson.

Clark says it is a massive opportunity for her collection to get exposure.

She is planning to make up the Saben space with handmade wall hangings, NZ-made moccasins, gold crowns and will display a hand-made cot she made in collaboration with Happy Sunday.

Clark, who founded Whitegold in November 2014, says she has grown her physical store business within Whakatane and this will be the first time she has displayed her products in another centre.

She supplies New Zealand-made kids and adults clothing, accessories and furniture, and is the midst of organising a second shop in Whakatane.

Kidswear and kids furniture has exploded in popularity in the past year, driven by brands engaging people through Instagram she says.

“Everyone wants the whole kit in their child’s bedroom – they have got to have the blanket and right pillows and everything,” she says.

Kick off for the Whitegold takeover is 10am this Saturday, June 23.

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