{"id":12680,"date":"2025-06-05T15:13:54","date_gmt":"2025-06-05T03:13:54","guid":{"rendered":"https:\/\/nzbusiness.co.nz\/?p=12680"},"modified":"2025-06-25T16:43:17","modified_gmt":"2025-06-25T04:43:17","slug":"small-clothes-big-story","status":"publish","type":"post","link":"https:\/\/nzbusiness.co.nz\/profiles\/small-clothes-big-story","title":{"rendered":"Small clothes, big story"},"content":{"rendered":"

Pictured above: Jane McAllister with one of her granddaughters.<\/strong><\/em><\/p>\n

When Jane McAllister began sewing baby clothes for her 10 children, she never imagined she was laying the foundation for her business legacy. Now with 14 children, 29 grandchildren and a loyal international following, her brand Dimples has become a household name in Kiwi-made babywear.<\/strong><\/h4>\n

For more than three decades, Dimples<\/strong><\/a> has been dressing New Zealand\u2019s youngest generation in garments crafted with a focus on sustainability and enduring quality.<\/p>\n

Jane McAllister founded Dimples in 1992 at her kitchen table in Auckland, originally designing and sewing clothes for her children. She was frustrated by the lack of quality babywear and the high cost of buying new garments.<\/p>\n

\u201cI had friends who saw what I was making and said, \u2018You should go into business.\u2019 Eventually, I thought, maybe I should.\u201d<\/p>\n

Raising her children while building the brand in her spare time, Jane began by making hand-embroidered baby berets and gradually expanded into full outfits.<\/p>\n

For many years, the business operated from Jane\u2019s home in Titirangi, where the second lounge became a makeshift production hub and stockroom.<\/p>\n

\u201cWe soon had to do an extension \u2013 adding\u00a0 on downstairs. Lucky we had a big house,\u201d she laughs.<\/p>\n

Her first products were stocked by a local Titirangi shop, Julienne\u2019s. Soon after, Ballantynes and Smith & Caughey followed suit.<\/p>\n

Eventually, the need for more space and the desire to properly showcase Dimples\u2019 beautifully made garments led to the opening of the brand\u2019s first store in Newmarket in 2006.<\/p>\n

\u201cIt was a proud milestone. I never really wanted to do retail, but I had so many beautiful products. I wanted a space to show them properly.\u201d<\/p>\n

The original 60sqm store has since expanded to a 400sqm flagship space in the same area, with another store opening in Christchurch in 2021.<\/p>\n

Family values<\/strong><\/h2>\n

The Dimples story is about more than baby clothes \u2013 it’s about a family united by purpose.<\/p>\n

From the outset, Jane chose to grow Dimples organically. She refused to borrow money, instead using personal savings to purchase fabrics and reinvesting earnings to allow the business to support itself at every stage.<\/p>\n

\u201cIt\u2019s never been about the money. It\u2019s been about the passion. And I am always full steam ahead in everything I do.\u201d<\/p>\n

As the business grew, so did the team. Starting with Jane\u2019s daughter, Felicity.<\/p>\n

Felicity began by helping with hand embroidery while pregnant with her first child, and today she manages operations, accounting, and the warehouse team.<\/p>\n

\u201cShe\u2019s absolutely fantastic at what she does. She\u2019s been a staple of the business from the very beginning.\u201d<\/p>\n

A pivotal hire was General Manager Donna Gillespie who joined after\u00a0 managing Dimples\u2019 production at a sewing factory.<\/p>\n

\u201cThere were things I wasn\u2019t good at: Emails, inventory systems, strategic planning and Donna brought all of that with her,\u201d says Jane.<\/p>\n

Together, Jane, Felicity, and Donna form a close-knit leadership team with complementary strengths.<\/p>\n

Dimples has also adapted to the growing importance of e-commerce, building a strong online presence and embracing digital advertising and influencer marketing.<\/p>\n

\u201cTwenty years ago we used to advertise in newspapers and magazines. Now, you\u2019ve got to be on Facebook, Instagram and Google. It\u2019s just the way things are,\u201d says Jane.<\/p>\n

She remains hands-on with the creative side of the business, personally handling brand photography and often featuring her grandchildren as models.<\/p>\n

\"\"
Jane and some of her daughters.<\/figcaption><\/figure>\n

Big on longevity<\/strong><\/h2>\n

Dimples garments are still proudly made in New Zealand using fabrics that are gentle on babies\u2019 skin, such as merino and organic cotton.<\/p>\n

Longevity and quality remain at the forefront, with many families passing the garments down through generations.<\/p>\n

Jane says that making baby clothes involves a lot of nuance: Safe sleep, breastfeeding compatibility, nappy-friendliness, breathability and comfort are all essential considerations.<\/p>\n

\u201cWe\u2019re not about disposable baby clothes. Our clothes are still being worn 20 years later. A friend who bought Dimples for her children is now dressing her grandchildren in the same outfits. That\u2019s how long they last.\u201d<\/p>\n

To cater to a broader market, the company also offers a secondary brand, Little Bee<\/strong>,<\/a> which is produced offshore but upholds the same high standards.<\/p>\n

\u201cIt\u2019s still organic, still quality. We don\u2019t cut corners. We pay fair wages to our staff and don\u2019t mass produce.\u201d<\/p>\n

Jane\u2019s passion is especially evident when it comes to the in-person shopping experience.<\/p>\n

Dimples\u2019 retail environments are designed to be calm, supportive spaces for parents.<\/p>\n

Donna says that many baby stores have a \u201csupermarket feel\u201d, and are overwhelming, with cluttered shelves and impersonal design.<\/p>\n

Dimples takes a different approach.<\/p>\n

\u201cYou can take your time. Sit down. Breastfeed if you need to. If you\u2019re pregnant and your feet are sore \u2013 come in and just sit down. A lot of women say that they just spend ages in there simply enjoying the environment,\u201d Donna says.<\/p>\n

Jane says that same care extends to customer service. All staff are highly trained, and some are specialists in car seat fitting \u2013 a technical and important service for new parents.<\/p>\n

\"\"
Dimples Newmarket store.<\/figcaption><\/figure>\n

Tough times don\u2019t last<\/strong><\/h2>\n

Like all businesses, Dimples has faced its fair share of challenges. Economic downturns and increasing international competition have required the team to stay nimble and strategic.<\/p>\n

Jane remains ever-optimistic and ever-practical.<\/p>\n

\u201cThere\u2019s always going to be something: Recession, inflation, politics \u2013 you name it.\u201d<\/p>\n

Donna agrees, noting that the team always emerges stronger.<\/p>\n

“You actually work twice as hard during a recession. You\u2019ve got to push harder, think outside the box, maybe run more promotions than you\u2019d like.\u201d<\/p>\n

Despite the hurdles, Dimples is focused on the future. New store locations are in the pipeline, the website is being revamped, and further investment in innovation is on the cards.<\/p>\n

\u201cWe\u2019re always thinking about what\u2019s next. You have to be. There\u2019s always a solution – you just have to find it,\u201d says Jane.<\/p>\n

Even though she is gradually taking a step back from daily operations, Jane continues to shape Dimples through design, development, and creative leadership, ensuring the legacy she stitched together continues to grow with purpose, integrity, and love.<\/p>\n","protected":false},"excerpt":{"rendered":"

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