Diane Stephenson, founder of Iconic bridal and event wear store, Modes, celebrates 40 years in the business and a move to Newmarket’s recently established Roxborough hub.
Diane can you tell our readers a little about yourself?
I set up my business with the intention of incorporating only the best fabrics and cuts. I remember approaching the Miss Deb Cinnamon and Peppertree labels by just turning up to their showrooms as a 25-year-old for a chat! Maurice Mihotich, who remains a close friend, later said that he had no idea how “this kid persuaded him to supply her”. Decades later the “team have never looked back.
My father commented to colleagues that I was “the brave one”. The fashion industry is certainly not for the faint hearted. My friends say I’m kind reliable have excellent taste and dry humour. I’d say my strengths are my ability to “not mind the pain”, a good work ethic and problem solving. For me social media is as ridiculous as vaping. It must be my science back ground I only do real and sustainable.
You have sustained your business for 40 years what is the secret?
There is a tactile richness in event product that is appealing. In retail ladies’ fashion, you’re basically reinventing yourself several times a year – one never gets bored. It’s a passion.
What inspired you to get into bridal and event clothing?
Originally, we did coats, knitwear, and business-, corporate. Once the Australian chains arrived, we were putting coats on sale in the coldest months. Event wear is less seasonal and there was less competition as it is a little more complicated.
You’re now moving to 26 McColl St to have your bridal and event wear all under one roof, you must be excited?
Yes, it’s still in Newmarket, so very central, and I’m sure having the workroom, event and bridal together will be more manageable – and economical. The car park for appointment clients a big plus.
How has the industry evolved during the last 40 years?
Our European supplier has an incredible selection of bridal wear that’s good value, with far more shades, innovation in design and fabric with incredible attention to detail. For event wear and black tie and ball wear, it’s the fabrics that have evolved most.
Do you dress the entire bridal party?
Only the female members! But we are probably the only location in New Zealand where they can all come together.
We can do a little ‘surgery’ in our workroom to ensure the perfect fits and we also make Jackets etc or trim hair pieces to complete the look. The exclusivity of our collections ensures that no guest turns up in the mother of the bride outfit, which is a big danger in when purchasing from a chain store as New Zealand is such a small place. Our exclusivity allows us to curate unique ensembles for a diverse range of events
If a bride wants a fully coordinated wedding party, then fabric from our European supplier can be sourced to match the bride’s look. There have been some very cute flower girls over the years, particularly the ones we did to open and close Bridal Fashion Week – they have been framed as a memento. Assuming the discerning bride has an excellent photographer, the perfect gown that works well with the venue and her style, figure and height will ensure that the photos are something to treasure and admire forever. The new European styled fashion haven a must for those seeking effortless sophistication in their event attire.
26 McColl Street, Newmarket
