Thread attended a charity fundraising evening supporting Dress for Success (DFS) Wellington at deNada last week. deNada pledged to donate in clothing the same value as anything purchased on the night, with the result that over $15,000 of de Nada clothing was donated to DFS from the evening.
This event was the second of its type hosted by de Nada, and as it was last year, this year was a phenomenal success for all concerned. PEARL played, guests swayed, Rick Armstrong/Audi sponsored, Samanath Hannah (Wellington Stylist) styled and upcoming artist Amy Saunders launched an exhibition coined "Shades of Grey, but mostly White".
Since the evening, we caught up with a delighted and busy Creative Director Nada Piatek, Creative Director after the event. Nada says that “It was a huge success and we were really chuffed with how it went. The feedback we have been getting from our customers has just been overwhelming!”
I asked Nada some questions on the event and her boutique de Nada.
Was there an even larger turn out than last year?
"We had a capacity crowd - the store was chocker. I would guess that over the night there were more than last year, especially as we had more space with the changes we have made to the store since then. It was certainly standing room only at both events, but this year people stayed for longer."
What is your next event?
"Each month deNada hosts a styling event for interested customers. We invite about 20 women to join us for bubbles and nibbles. I talk a bit about a facet of the collection - colour, profile, accessorizing etc and Zara (our fabulous store manager) and I put together a few outfits using the principles we are discussing for our group. Kerri reviews some of the CDs and talks about the CD collection as part of the deNada brand, and then with our help to encourage our customers into some new and exciting ideas, they get an hour or so to get stuck in and try everything on. We are pretty consistently oversubscribed and end up with a waiting list most months."
Below: Guests Lizi Castro and Kat Austin at the deNada evening
How would you describe your summer collection? What was the inspiration?
"Once again I have an Asian-y thing going on. I think the new bags project really drove that for me (images attached - these were launched a few months back) and also the addition of the Laika label into our deNada store. Our designs are also driven by our customers feedback as to what works and doesn't for them - I work hard to design and produce garments that are at the same time quirky and curious but also functional and completely wearable."
What can the customer expect as a staple purchase for their upcoming autumn/winter 2009 wardrobe?
"Colour, colour, colour! Our deNada customers have come to expect that of us and winter will be no exception. There are some great oranges and kingfisher blues coming through and lots of dresses. Winter is the season of layering and there will be lots of pieces that this can be done with in-store too."
Nada is very supportive of her team.
“I have a great team committed to giving our deNada customers both a great product and an exceptional experience getting hold of it. We have a lot of fun bringing all these facets to our customers and will aim to continue our efforts with events, gigs, art, music etc. It is just such a pleasure that with events like we had last week that we can also get involved in the community and help others benefit from it all too."
Below: Wellington band Pearl play instore at the deNada fundraising party
To receive the newsletter for de Nada or for more information go to www.denada.co.nz or visit the gorgeous store on 128 Featherston Street, Wellington.
Cynthia Greep, December 2008
Photos Angelina Lee
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