Per­riam opens the doors to Hel­wick Street store

Central Otago Mirror - - AGING GRACEFULLY - STAFF RE­PORTER

Fash­ion de­signer Christina Per­riam has threaded el­e­ments of home and away to­gether to cre­ate a new flagship store in Wanaka.

PER­RIAM opened at 20 Hel­wick Street on Fri­day and repli­cates the com­fort of a coun­try lodge, with dado rail­ings, a carved fire­place and pho­tos of her fam­ily’s high coun­try Bendigo Sta­tion homestead on the walls.

The homely en­vi­ron­ment dis­plays her PER­RIAM Woman 2016-17 sum­mer col­lec­tion, ’’The Hamp­tons’’, which draws in­spi­ra­tion from a trip Per­riam re­cently made to the Hamp­tons on the east coast of the United States.

The

style

of

Aerin Lauder, grand-daugh­ter of Es­tee Lauder, was a par­tic­u­lar in­spi­ra­tion, Per­riam said.

‘‘The mix of the Hamp­tons’ ma­jes­tic homes and af­flu­ent sub­urbs, com­bined with the re­laxed sea/coastal life, set the vibe for the range . . . [Aerin Lauder’s] Hamp­tons home has been an in­flu­ence for the new PER­RIAM shop and our range has an Aerin feel, with glam­orous laces and the ca­su­al­ness of the shirt and shift dresses,’’ Per­riam said.

Per­riam launched her la­bel on­line in 2014 and has been trad­ing through whole­sale net­works and her Tar­ras bou­tique. She has had her sights set on open­ing a Wanaka store for some time.

‘‘The brand has gone from strength to strength. We’ve fea­tured in New Zealand Fash­ion Week in 2015, two iD Dunedin Fash­ion weeks, launched Lit­tle PER­RIAM – which now has a large pres­ence in Smith and Caughey’s in Auck­land – and we’ve also launched PER­RIAM Home.

‘‘We feel the brand will do ex­cep­tion­ally well in Wanaka as we have a unique mix of prod­uct that suits a wide tar­get mar­ket.

‘‘Open­ing a store here also demon­strates our com­mit­ment to the Wanaka area and will be an im­por­tant part of Wanaka’s growth as a fash­ion and shop­ping des­ti­na­tion.’’

Three part-time staff have been em­ployed to work at the shop.

SCOPE ME­DIA

Wanaka de­signer Christina Per­riam with her hus­band Cal­lum Grant, at the open­ing of her new Wanaka store.

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