It’s not about need
When customers pop into WJL, they often wistfully whisper, “I don’t need that.” That’s when owner Wendy Lowe tells them it’s not about need. Because buying something for your house is all about want. It’s about pleasure; about inspiration.
It’s about picking that exact piece that will lift your mood and turn your house into a home; your home into a haven.
“We’ve all been through such a hard time these past two years, and we’re spending more time at home than ever – often also working from home. That’s why our store motto is – it’s not about need. Our aim is to be a space where people can come in and be inspired to create something wonderful for themselves,” Wendy says.
WJL is a homestore with a difference; an eclectic space where high-end furniture, homeware and giftware are carefully chosen through local importers who source worldwide.
Furniture pieces are seldom repeated, ensuring your space is yours and yours alone.
“We want customers to have something special to them. That’s why we don’t specialise in any one style. We appeal to all age groups, from the 20-something to the 70-, 80-, 90-something.”
Customers can browse a curated collection of luxury international homeware, including bar ware from America, ceramics from Japan and glassware from Denmark.
A large selection of organic and artificial houseplants, specifically chosen to work alongside furniture, is proving very popular, especially with those setting up a home office or “Zoom corner”.
“Sometimes people have a spot in that just doesn’t get any sun, which is when an artificial plant works wonders. And our customers can’t tell the difference between our real and artificial plants, which we mix amongst each other.”
The store is aimed at being a feast for the senses. Wendy and her business and life partner Niven
Greenaway wanted customers to have an oldfashioned in-store experience. To be blown away by the overall picture. To truly experience everything on offer, whether that’s a luxurious velvet couch or an irresistible pair of cashmere socks.
“We wanted to be old-school and focus on our in-store experience first, rather than the digital side of things. People have spent a lot of time indoors recently and we want them to be able to come in and feel, see and touch what’s on offer. The senses are so important when it comes to setting up a home you love.”
Coming from a background in plants and homewares, Wendy knows when there’s a niche that needs to be filled. Besides, it’s in her blood.
She learned everything she knows while working for the family business, well-known home and garden centre California Home and Garden, for 30 years, where she set up the homeware side of things.
“The Miramar branch closed four years ago and I had a break. But I missed buying and selling so much. And Niven, who has background in interior and commercial design, hasn’t been able to go back to Singapore, where he’s been based, since the first lockdown. It was the perfect time to use our respective skills to start something great together. Our aim is to bring unique pieces to Wellington that haven’t been seen before. Since opening in March, we’ve been discovered by a lot of locals, who really like what they see. They’re very pleased that something like this has opened in Wellington. And a lot of people come in simply to browse and be inspired, which we encourage. They’ll say, this is exactly what we’ve been looking for.”
If you’re looking for some inspiration to enhance your own home environment, want to see how plants meet furniture, or are on the hunt for a the perfect home-related giftware item, pop by WJL at 14 Allen Street, Te Aro today – they’d love to see you!