From online to bricks and mortar
From launching her own clothing label at NZ Fashion Week to opening a new shop, Jodie Woods is embracing the whirlwind that is her brand, Tonic and Cloth.
When Woods was picked last year by Good Magazine to be part of its sustainable fashion show at NZ Fashion Week it was foot to the pedal to get her women’s clothing collection ready.
She said her move from internet-only sales to also having a shop was full on.
‘‘Somebody said to me at the end of last year: ‘What about a bricks and mortar shop?’ And that little suggestion planted a seed. I then moved out to Linton and while we are building our house we are living in a caravan. So yes, circumstance was also a prompt and when the shop on George St became available I just went for it.
‘‘With Tonic and Cloth, it always seems to comes back down to people and relationships and that’s the way things happened with the shop.’’
Woods partners with Holi Boli, a production house in rural India founded by fellow New Zealander Ana Gee-wilkinson, where women who sew the garments are ‘‘valued, paid properly and given opportunities for further upskilling and promotion’’.
Woods’ ethos of empowering women also flows into how she designs her garments.
‘‘I want women to feel beautiful and strong in the clothes they wear, no matter what they face each day. And I want those that make the clothes to be empowered and honoured through the process.’’
Woods said having a space people can visit, try on and talk about the clothes was amazing.
‘‘When everything is just packed away it feels like I have nothing to show for all the hard work, but having it like this is just so great. And when people come in and hear about the story and try things on they get excited too. It’s another connection and it is the final chink in the chain.’’
Woods is working on her winter collection in store.