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FEATURE | BLACKBOX BOUTIQUE

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In this feature, we speak with another one of our Flash stockists Emma, who together with her husband Dan, founded Blackbox Boutique in Auckland, NZ. Emma talks about the natural progression that led them to where they are today & how important it is to them to choose brands for their space that embrace a point of difference & sustainability.

 
Hi Emma! Thanks for taking the time to answer our questions today! Tell us a little bit about yourself & your story - where are you from and what was the journey & process like that led to the opening of Black Box Boutique?

My name is Emma Cruickshank and my husband and I, Dan Gosling are the owners of BlackBox Boutique which we opened back in 2008. We were both working in the wholesale industry and it seemed like a natural progression at the time to open a retail store. I was moving back from Australia (to New Zealand) to open up my own sales agency and the space we found was perfect for a showroom plus retail.

What values & ethos do you embrace & look for when curating brands and products for the store?

We have a mixture of local and international brands and we are really particular in what we choose. Many of them are sustainable, use organic fabrics or off cuts, and are all well made. We like to choose brands that are a bit different and offer a unique selection. We are trying to choose pieces that are less disposable and will stay in peoples wardrobes for a long time.

Can you tell us where or who do you look to for inspiration, optimism and what keeps you moving forward? 

We are just trying to adapt as best we can in this uncertain time. We are listening to a lot of podcasts, webinars etc. There are certain Instagram accounts we love including Maryam Nassir Zadeh, one of the brands we sell. We love how they style their products and all their photography. We also work with some young photographers and design students to help us create content and love how they put the outfits together themselves.

Find out more at https://www.blackboxboutique.com/

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