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. It was born from a love for the natural world and a longing to create pieces that reflect the warmth of home, the simplicity of slow living, and the care we feel when surrounded by things that truly matter.
IraIra was inspired by the heart of what makes New Zealand home: family, connection, and care for the land we call ours. As a family-owned business, every part of IraIra reflects who we are and the values we hold close. We wanted to create something deeply personal—products that honour our love for Aotearoa’s natural beauty and our belief in sustainable living.
It began with a desire to slow down, to celebrate the small, beautiful details that make up daily life. We wanted to craft pieces that felt like they belonged in homes filled with love and laughter, where comfort and style meet naturally. IraIra isn’t just a business; it’s an extension of our family’s story and a way to share the values of integrity, care, and togetherness with others.
At its core, IraIra is about creating with meaning—designs that connect us to nature, to each other, and to the idea that the things we bring into our lives should be made to last, with heart and with purpose.
Describe the journey from your initial idea to launching Ira Ira.
It started with a moment of realisation—seeing the potential for linen to do more than just serve a purpose. Linen has this incredible connection to nature, and I wanted to honour that by creating bedding and clothing that felt like homegrown treasures. From sketching designs inspired by New Zealand’s landscapes to sourcing sustainable materials, every step has been about staying true to our values. It hasn’t been easy, but seeing the finished pieces and imagining them in Kiwi homes makes it all worthwhile.
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 the most premium European Flax natural linen, finished with hand-stitched details, and designed to last a lifetime. Coconut husk buttons add a unique, sustainable touch, and the airy softness of the fabric reflects the lightness of life here. Our Milos dress, for instance, was inspired by the relaxed coastal vibe that feels so close to our hearts.
What makes IraIra’s linen bedding and clothing unique in today’s market?
It’s the soul we pour into every detail. IraIra isn’t just about selling products—it’s about storytelling. Each piece is designed with New Zealand’s values of quality, sustainability, and connection to nature at its core. We don’t follow trends; we focus on creating timeless pieces that will still feel beautiful and relevant years down the track.
What is one aspect of the business or product line you’re especially proud of?
I’m proud that IraIra truly embodies whanaungatanga—a sense of connection and belonging. It’s reflected in the way our products bring warmth and comfort into homes while honouring the environment. Knowing that these pieces could become cherished parts of someone’s life story is incredibly humbling.
What do you hope customers feel when they experience IraIra products in their home?
When customers experience IraIra in their home, I hope they feel a deep sense of peace—like they’re enveloped in the warmth and beauty of Aotearoa itself. I want them to feel connected to the land, the earth, and the craftsmanship that has gone into each piece. It’s about creating a space where they can truly unwind, where every touch and every moment is an invitation to slow down, breathe, and be present. I want them to feel the care in every stitch, the love in every detail, and a quiet reminder of the simple, lasting beauty of home.
Money is no object—what piece of design or art would you love to invest in?
When customers experience IraIra in their home, I hope they feel a deep sense of peace—like they’re enveloped in the warmth and beauty of Aotearoa itself. I want them to feel connected to the land, the earth, and the craftsmanship that has gone into each piece. It’s about creating a space where they can truly unwind, where every touch and every moment is an invitation to slow down, breathe, and be present. I want them to feel the care in every stitch, the love in every detail, and a quiet reminder of the simple, lasting beauty of home.
