Verve sits down with the delightful Rima Tellis, founder of the loveliest of linen stores, IraIra.
How would you describe IraIra in a few words, and what was the inspiration behind it?
IraIra is the feeling of home – wrapped in love, rooted in nature, and made to last. It’s a celebration of life’s simplest, most beautiful moments. As a family-owned business, every part of IraIra reflects who we are and the values we hold close.
Can you tell us a bit more about your products?
Our bedding and clothing are inspired by the rugged beauty and gentle hues of New Zealand. Each duvet cover, quilt, and dress is crafted with premium European flax natural linen, finished with hand-stitched details, and designed to last a lifetime.
What makes IraIra’s linen bedding and clothing unique in today’s market?
IraIra isn’t just about selling products – it’s about storytelling. Each piece is designed with values of quality, sustainability, and connection to nature at its core.
What do you hope customers feel when they experience IraIra products in their home?
A sense of sanctuary. IraIra is about creating spaces that feel restful, where everyday moments feel special and tied to something bigger, something uniquely Aotearoa.
