For the Love of Fashion

With Superette’s 15th birthday celebration this month, Victoria Tait speaks with part-owner and founder Rickie Dee about the inspiration for the store and what inspires her this season.

What was the initial concept behind Superette?
At the age of 21, both James [Rigden] and I wanted to work for ourselves and do something we had a passion for. This was fashion, and that’s where the idea of opening our very first store came from. We wanted Superette to be not just a store with racks down each side, but rather an experience and a space that would inspire our customers. Everything that we buy in the store must be something that we personally love and want ourselves.

What would you say has been your biggest highlight over the past 15 years?

•Each of the five stores we have opened.
•Working with amazing people each and every day.
•The launch of our Superette in-house brand.
•The introduction of homewares to our store concepts four years ago.
•Launching our online store in 2013.

What are the must-have items in store this season?
Too many to name… but my most recent purchases are:
Senso Tyra heel, Camilla & Marc Sterling Blazer in khaki,
Bassike French Seam T in white, Victoria & Woods Sterling Faux Fur Vest, Eat Beautiful book, Zimmermann Stranded Trouser.

How would you describe your own style?
I do have three kids, so I like to be comfortable, and I’m not super girlie. In saying that I will rough up a long maxi skirt with a leather biker jacket or a blazer with ripped denim jeans. I do like to dress up, and it is important in the business we are in.

What’s inspiring you right now?
I’m inspired every day by my team. Our office space, our designer’s collections, travel and, of course, magazines and blogs. I pick up inspiration from everything around me.

As seen on Style Fashion Style.Kiwi