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The Idea
Jane McAllister is one of the most famous mothers in New Zealand with an undeniably large family of 14 of her own children. Perhaps there could be no better qualified person to know exactly what modern day mothers need in a garment. Combining this wonderful practicality of years of motherhood with a flair for style, culminates in an irresistible range of baby wear under the Dimples brand.
Hers is the classic story of necessity being the mother of invention. “I made clothes for my own children when money was scarce and I found I couldn’t buy simple, practical, quality gear.”
The idea for the company began in 1990, when a friend suggested that maybe the young McAllisters had more than enough clothes and that it was time Jane considered going into business. Jane’s vision for a new baby clothing brand began to take shape.
Getting Started
Her clothes quickly began to attract attention and she was encouraged to create her initial range of Dimples in the form of baby berets which were introduced into exclusive retail boutiques throughout New Zealand. She initially received an order for 10 hats from a local store. “I’d cut, sew and hand-embroider them myself.” When demand increased, Jane Anne enlisted the help of her ever-willing mother. “We’d even send the hats down to her while she was on holiday in the South Island,” she laughs.
“I then got ideas for ranges, and it has been a progression from there. I went from asking shops if they wanted my product, to now shops asking me if they can stock my product! The clothes have always sold themselves, it’s never been something that needs pushing”.
Demand for the product quickly saw the range expand to include over 90 designs today.
Twenty Years On
Once Dimples was being stocked in retail shops throughout New Zealand, Dimples by Jane Anne opened the doors to their first store at the chi-chi shopping precinct in New Market, Auckland in 2006. The boutique boasts the most extensive range of Dimples babywear available in-store. Jane said “Opening the Dimples Boutique has been in response to a strong demand from customers; we have created what we believe is the first exclusive ‘one label only’ baby wear store in the country.”
In the early days Jane was selling small amounts of products, she now manufactures more than 80,000 New Zealand made pieces exporting throughout eight overseas markets.
Currently Dimples stocks main high end department stores throughout New Zealand plus specialty gift and children’s wear shops. They also stock in Australia, Japan, Hong Kong, the U.K, Denmark, France and Switzerland, as well as negotiating with Korea and America, also new and expansive markets.
What’s more, Dimples product range has diversified and expanded according to the needs of its loyal customers into making nursery furniture under their new brand called Babybliss.
Product Range
The evolving Dimples collection features classic shapes and pure colours. Simplistic and stylish, the various Dimples designs are iconic and almost universally recognised for their intricate and unique hand embroidered character and consistent quality. The finishing touches are applied to each item by a team of 25 hand embroiderers exclusively trained and employed by Dimples. This training and the ongoing monitoring ensures that stringent quality standards are maintained.
The Dimples range also consists of essential baby accessories from delicate hand embroidered wraps through to face cloths, towels and bed linen. It has gained an international and loyal customer base including many high profile celebrities.
A natural extension to Dimples core products are their stunning handcrafted Babybliss bassinettes and change tables to complete the perfect Dimples nursery.
The design of baby wear for newborns through to 2 years requires a high level of convenience and practicality that Jane can understand as a mother over the last 33 years. Jane has encapsulated this in every Dimples garment by combining leading edge innovation for the selection of the latest fabrics with classic timeless designs.
Seasonal fashion ranges are launched twice a year; these too capture Dimples enduring elegance and timelessness.
All garments are manufactured in New Zealand using soft textured cotton-rich fabrics, the finest 100% certified organic cotton and merino wool, and natural silk for those special occasions.
Brand Values
Dimples, by Jane Anne, retains a firm grasp of its core values, identity and philosophy. They are consistently committed to supplying impeccably designed products that are of the finest quality.
Jane believes her passion for baby wear has made the difference. The Dimples range is one hundred percent New Zealand made and Jane considers this to be extremely important.
Jane obviously adores children and feels the need to do what she can to preserve our world for our future generations. Dimples are absolutely committed to expanding their already extensive organic ranges.
Jane’s core values and priorities continue to revolve around family. “We have started to outgrow our home in Titirangi. But I like the fact that my business is at home, especially for my children. That keeps us here”.
