Fashioning Petone

ROSS GIBLIN/The Dominion Post

IN THE SPIRIT: Hairy Mary's Vintage is also a relative newcomer, adding vibrancy and keeping the spirit of the street intact.

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The fashion stores are multiplying in Petone, but you can still find a bargain in Jackson St.

Recent sightings of the  fashionista fairy flying  over Petone cannot be  verified, but it's reported  she was wearing a frilled  Deborah Sweeney frock, vintage  leopard-print tights, Minx shoes  and carrying a Saben handbag.

It could be true. In recent weeks, several new designer shops have arrived in Petone's Jackson St.

Minx footwear has just opened a boutique there. Wellington fashion label Reign has relocated its Dixon St workroom and opened a showroom in Scholes Lane (off Jackson St). And tonight, Jackson St designer store Goodness launches its debut clothing label Hale Van Traa inspired by "the perfect dress".

Robert Hutton, manager of the Jackson Street Programme, says 14 new businesses have opened on the street since March last year "and they're all fairly diverse, from Sugar Plum Fairy to McAndrews Menswear".

Hairy Mary's Vintage is also a relative newcomer, adding vibrancy and keeping the spirit of the street intact. It sells a mix of quality and mended second- hand clothing for men, women and children, including "naughty nighties for $20" and vintage clothing for "he men", as well as hand knits.

The store is owned by Jessie Rahui and named after her dog, Hairy Mary. The ceiling is strung with colourful saris, the walls covered with retro posters and customers can hang out and play retro video games.

The former Voon shop manager and keen sewer says she saw a gap in the market for a specialised vintage store on Jackson St, but with "slashed prices - instead of paying $300 for a vintage dress, pay $40".

"Petone is a bargain-hunting sort of street," Rahui says.

Part of its charm are the original colonial buildings and the eclectic mix of stores and eating establishments.

"Petone is the new Ponsonby, only we are better because we've still got the character, whereas Ponsonby's lost it all," says Martha Craig, of Wanda Harland Design Store, who's not the only Petone retailer to compare it to Auckland's Ponsonby Rd, now a destination for its good cafes, restaurants and fashion boutiques. In Petone, Wellingtonians are flocking to eateries such as La Bella Italia and Speak Easy, as well as enjoying a bit of retail therapy.

"Our prediction is that Petone will be the Ponsonby of Wellington - just on the brink of being discovered," says Miggs McTaylor, of Reign fashion store.

Petone caters for many tastes and budgets. Salvation Army and Red Cross clothing thrift stores sit beside funky cafes and high-end designer boutiques. Wellington designer Deborah Sweeney has set up in nearby Seaview, and one of her favourite hangouts is cafe Go Bang on Jackson St.

Precious Vessels has just turned its Jackson St shop into its New Zealand outlet store "for the significant woman sizes 14-30", where prices on designer labels Chocolat, Euphoria, Bittermoon, Initial and its eponymous range are slashed.

There are specialist shops selling Indian, Dutch, South African and Italian delicacies, and shops selling second-hand books and furniture. There are still the run- down pubs and sex shops, but now there are also design stores such as Wanda Harland (see page D2). It opened two years ago and sells some of New Zealand's top accessory brands including Saben bags, Paris House wallets and Meadowlark jewellery.

Upmarket boutique Goodness, which opened 3 1/2 years ago, stocks leading New Zealand and Australian labels - including Sabatini, Muccia by Melanie Cutfield, Louche, United Constructions and Oyl

Ara A'Court and McTaylor of Reign say they were drawn to Petone because "it is so buzzy". They found their site (a former art library) on Trade Me, and don't regret relocating.

The front showroom, a sunny modern space, is open to the public two days a week on Fridays and Saturdays, or by appointment. Friday is party night where customers can relax, enjoy a glass of bubbly and try on clothes.

Opening in Petone made "absolute sense" for Minx footwear retailer Angela Buswell, the latest addition to Jackson St. "It's such an up and coming area and it works into a nice triangle with our Greytown and Otaki stores," Buswell says.

"In the Hutt area particularly there is a call for main street boutiques and independent retailers, and getting away from 'me too' products, where everyone stocks the same thing, and that is just a little bit boring."

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Hutt-realist   #3   08:38 am Sep 04 2009

I hope to god petone doesnt become a ponsonby, it hope it stays undiscovered. The more attention and money that goes into that one borough.. the less that goes into other areas in the hutt that actually need it. Petone used to be 'slummy' but lets face it, its not anymore.. if it gets more self inflated, it would become pretentious, which is totally against the level headed spirited heritage of the hutt.. and please spare us this 'Wellingtonian' speech, Petone is an anchor for the Hutt Valley.. not Wellington.

Petone-ite   #2   03:12 pm Sep 03 2009

@ looks fab - I'll stand to be corrected as I'm currently overseas for an extended period, but before I left the Saturday hours varied a bit from place to place, but were generaly 9:30 to 4:00 and Sunday was about 10:00 to 2:00. Cafes of course are open longer ... My two favourites for good coffee and food are either Caffeind (at the eastern end of Jackson St) or Go Bang (western end) - some of the best coffee you'll get in Wellington and good grub too! :-)

It's a good area definitely - and I think the fact that it hasn't yet lost the couple of seedy pubs, the sex shop and the Sallies is part of what makes it so cool ... it's all still very real and very down to earth. Here's hoping the area keeps it as it grows and gentrifies!

looks fab   #1   11:46 am Sep 03 2009

I'm not from Wellington but within an easy driving distance. What hours are the shops open on a Saturday & Sunday?

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