Superette's Rickie Dee on the new Commercial Bay store, longevity in fashion, and personal style

Superette is having quite the year. Not only have they celebrated turning the big 1-8 but they've also just opened their new Commercial Bay store right in Auckland's CBD. It's convenient for city dwellers like myself who just want to browse and shop without having to venture out into the suburbs (I've been frothing over some Baby Anything jewellery ever since chatting to Elle so maybe now is my moment?) and treat themselves to something nice. 

This Superette store have all the Superette classics we love (read on below to hear about some winter staples) as well as a carefully curated selection of exclusive designers set to join the throng.

I caught up with Superette co-founder Rickie Dee on the new store, what she's learnt over the 18 years of Superette, and of course some style tips!

What's the biggest thing you’ve learnt as a business owner?

It’s been quite the journey over the past 18 years and we have learnt so much along the way. A lot of this comes from making mistakes or identifying missed opportunities. We then learn on this and build on it for next time. We are so passionate about what we do so we always manage to find a solution to the problem and move on. Starting a business is not easy and certainly a lot of constant hard work, it’s not something you can turn off from. As our business grew, we learnt that we certainly couldn’t do everything and over the years we’ve been able to build an incredible team who share our same passion and help us to achieve our goals.



What’s different about the Commercial Bay store compared to the other stores?

To begin with the look and feel is quite different from our other stores. It has an elevated feel with an amazing neon yellow and sage green as heroes of the design combined with raw concrete, timber and chrome features. The product looks incredible in the store and it’s laid out in a way that allows our customers to explore and get creative with different pieces.

It is also our first store in this style of complex. It’s been amazing so far and we love being part of such an incredible community where everyone is doing their own thing but it feels like we are all doing it together. 

How did Superette start – what was the inspiration behind it?

My business partner James and I started the business in 2002 when we were just 21. We had this idea to collect pieces we loved with the intention of selling them in an industrial space complete with a cafe on Drake Street in Freemans Bay. It was quite a far out idea as we were so young but at the same time I think that worked in our favour. We never over thought anything and worked around the clock to bring our dream to life. Over the last 18 years we’ve built up Superette slowly and steadily, it’s never been rushed and we are always adapting the concept to keep things fresh.



Must-have pieces for winter?
Superette LA Knit, Agolde Riley High Rise Jeans & Alias Mae Knight Boots



I know you have personal stylists in the Superette International store – how do you approach your own personal style and do you have any tips to anyone to help find theirs?

Our styling sessions at our Superette International store are so much fun! I think the secret is to always wear something you feel like yourself in. There’s no point in following the latest trend if it doesn’t feel like you, you’ll end up feeling self-conscious instead of confident. This is something we focus on with our styling sessions. We ask a bunch of questions the week before the session to make sure we understand the client’s style and from there we can pull options to build an amazing wardrobe as well as push them to try something new whilst making sure it’s still suited to their personality and lifestyle. 

What’s one piece of clothing that will never go out of style?

A good quality leather jacket or crisp blazer.

Shop Superette here. 

Superette is having quite the year. Not only have they celebrated turning the big 1-8 but they've also just opened their new Commercial Bay store right in Auckland's CBD. It's convenient for city dwellers like myself who just want to browse and shop without having to venture out into the suburbs (I've been frothing over some Baby Anything jewellery ever since chatting to Elle so maybe now is my moment?) and treat themselves to something nice. 

This Superette store have all the Superette classics we love (read on below to hear about some winter staples) as well as a carefully curated selection of exclusive designers set to join the throng.

I caught up with Superette co-founder Rickie Dee on the new store, what she's learnt over the 18 years of Superette, and of course some style tips!

What's the biggest thing you’ve learnt as a business owner?

It’s been quite the journey over the past 18 years and we have learnt so much along the way. A lot of this comes from making mistakes or identifying missed opportunities. We then learn on this and build on it for next time. We are so passionate about what we do so we always manage to find a solution to the problem and move on. Starting a business is not easy and certainly a lot of constant hard work, it’s not something you can turn off from. As our business grew, we learnt that we certainly couldn’t do everything and over the years we’ve been able to build an incredible team who share our same passion and help us to achieve our goals.



What’s different about the Commercial Bay store compared to the other stores?

To begin with the look and feel is quite different from our other stores. It has an elevated feel with an amazing neon yellow and sage green as heroes of the design combined with raw concrete, timber and chrome features. The product looks incredible in the store and it’s laid out in a way that allows our customers to explore and get creative with different pieces.

It is also our first store in this style of complex. It’s been amazing so far and we love being part of such an incredible community where everyone is doing their own thing but it feels like we are all doing it together. 

How did Superette start – what was the inspiration behind it?

My business partner James and I started the business in 2002 when we were just 21. We had this idea to collect pieces we loved with the intention of selling them in an industrial space complete with a cafe on Drake Street in Freemans Bay. It was quite a far out idea as we were so young but at the same time I think that worked in our favour. We never over thought anything and worked around the clock to bring our dream to life. Over the last 18 years we’ve built up Superette slowly and steadily, it’s never been rushed and we are always adapting the concept to keep things fresh.



Must-have pieces for winter?
Superette LA Knit, Agolde Riley High Rise Jeans & Alias Mae Knight Boots



I know you have personal stylists in the Superette International store – how do you approach your own personal style and do you have any tips to anyone to help find theirs?

Our styling sessions at our Superette International store are so much fun! I think the secret is to always wear something you feel like yourself in. There’s no point in following the latest trend if it doesn’t feel like you, you’ll end up feeling self-conscious instead of confident. This is something we focus on with our styling sessions. We ask a bunch of questions the week before the session to make sure we understand the client’s style and from there we can pull options to build an amazing wardrobe as well as push them to try something new whilst making sure it’s still suited to their personality and lifestyle. 

What’s one piece of clothing that will never go out of style?

A good quality leather jacket or crisp blazer.

Shop Superette here.