Perriam opens the doors to Helwick Street store
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.
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.
Wanaka designer Christina Perriam with her husband Callum Grant, at the opening of her new Wanaka store.