Verve sat down with Rickie Dee, co-founder of Superette, to chat about the brand’s 20-year anniversary and what’s on her radar this winter.
Congratulations on 20 years of Superette! What’s the biggest highlight from the last two decades?
Thank you! Growing the business across two decades is a really proud moment, with various highlights along the way. Opening each store location, to this day, is very much a highlight, as is building our in-house brand, Superette, to where it is today. It’s a newer portion of our business but now a very strong part of it, one that can be catered to gaps within our current buys, but also into what our customers want. I think also just working with a large team – 148 people – and seeing everyone excel in their roles, from the retail stores through to the people in the office through to the studio and warehouse.
What trend are you most excited for this winter?
There are so many! The trench is hugely popular this winter and is one that many of our suppliers do so well. In saying that, I think the trench is kind of like a core staple in everybody’s wardrobe, so it is something that won’t go out of style. There’s a lot of wide leg pants at the moment – easy to wear, super comfortable and again another one that is relatively timeless. The chunky boots are everywhere this season, often worn with a slim-fitting pant or leggings.
What are your favourite wardrobe essentials?
A blazer and jeans are my wardrobe go-to. I feel like it’s one of those outfits that you can really dress up with a pair of heels or dress down with sneakers and a tee.
Your best piece of style advice?
The big thing is making sure you feel comfortable in what you’ve got on. You know, never dress for someone else’s style. That’s when it can go horribly wrong. Don’t follow a trend just because – make sure that you’re comfortable in it.
What’s your go-to Auckland coffee spot?
Our office is based in Takapuna, so our go-to spot in Takapuna is Holy Shot. But I live in Ponsonby, so it’s Dizengoff on Ponsonby Road.
Favourite spot for drinks and dinner?
Quite a few. I think Prego is an old institution, you always know what you’re going to get, for both drinks and dinner. I also love Lilian and then Onslow for a special occasion.
Any new foodie places on your radar?
Milenta is one that I’m really enjoying at the moment. You can have a really yummy dinner and then go next door and have a dance and have some drinks.
Favourite NZ getaway?
Queenstown. I think with Covid and travel restrictions, it has been a spot that’s been a family holiday location. We do like to ski and snowboard, and it’s an activity that the entire family can do. Not to mention the amazing food and drink that’s down there.
