Alexandra Owen in Ponsonby

I think Alexandra Owen has a secret weapon. Not only are her clothes amazing (and I am sure there are many women from Auckland who have been buying from her Wellington store), but there is another reason she is so successful. Her staff…

Alexandra Owen Auckland Store Opening
Thursday 11 March

I am a card-carrying (well, clothes-wearing) member of the Alexandra Owen fan club.

I love her clothes! There is no point in me pretending to be unbiased, because I am not! So truthfully I couldn’t have been more pleased (and excited) when she took over the space vacated by Sera Lilly in Ponsonby. It was also once home to Adrian Hailwood, so she is in good company.

The space is typically her; pared down and simple with the concrete interior painted all white designed by her husband, pictured left. It just has a vintage counter which they ran up from their Wellington boutique in a van, and a single long rack of her exquisite clothes.

The clothes are just, well, fabulous. Simple and pared down with amazing tailoring. A very simple palette for this winter: black, blue and grey. What I love about them is they are all instant classics. You know that if you buy one of her pieces, you will be wearing it for a long time and it will always look tailored and interesting.

Below: Alexandra Owen with Julie Upton

I think, though, Alexandra has a secret weapon. Not only are her clothes amazing (and I am sure there are many women from Auckland who have been buying from her Wellington store), but there is another reason she is so successful. Her staff. She really does have some amazing staff.

Auckland has long ‘prided’ itself on distant, opinionated, disinterested, and often rude, staff in retail. I am constantly astonished at the lack of care in selling clothes. I walked into an Auckland store the other day, only to be completely ignored while the two 19 year olds behind the counter rehung clothing and ignored me. I even tried stopping and looking at them to see whether they would give me any eye contact. They knew I was there, because they said a cheery ‘bye’ as I (and my wallet) headed out the door.

Alexandra has the glorious Jessica Close watching out for her, and she remembers every face, and name but especially has that rare way about her that makes you feel like she is truly happy to see you. (I genuinely think that she is – you can’t fake that!). The same care has been taken with the Auckland staff, as with Wellington. I dare you to go in twice, and not have them know you have visited before.

The clothes also appeal to a wide range of women – there was a young leggy blonde (tres glam) who had flown up from Christchurch for the opening – and plenty of older women, all wearing her clothing. The clothing was edgy on the young things (she was wearing my favourite piece for the season, the organza dressage skirt), and interesting and flattering on the older women. It is hard to get that balance right, and she does.

One imagines that this is the start of a long relationship – Auckland and Alexandra Owen. Lucky us.

Below: Petra, Jude and Daniel Bagust.