NICOLE REBSTOCK
Avenues had a quick five with New Zealand shoe designer Nicole Rebstock about the opening of her latest store at The Crossing, her jump from law to shoe design, and what it’s really like to build a brand
Tell us a little about your brand and background. The Nicole Rebstock brand reflects several things for me. Firstly, my fashion sense – I love classic lines and bold colours. It also fulfils a need for classic pieces that pull an outfit together and work day to night. However, most importantly for me, the brand is a reflection of taking a risk and doing what you love. I launched the brand soon after completing my professional legal studies following a Law and Commerce degree. I opened my first store in 2017. We now have three stores and a fourth in the pipeline.
Tell us about your jump from law to shoe design. I remember going into my second year of law school and thinking, “I cannot see myself waking up every day and doing this”. I loved fashion, and shoes in particular, but I had absolutely no background in it, so had never really considered it as a career path. However, one morning something changed in me. I figured that everyone had to start somewhere, and if others could do it, then so could I. I quite literally jumped out of bed, ran downstairs, and got some paper and a pencil and drew my first shoe. Granted, it wasn’t a great drawing, but it was the start of something! People now often ask me if I regret studying law, but actually, I think it’s what gave me the confidence in myself to start the brand! The skills you learn – attention to detail, asking the right questions, the ability to dissect information to reach a logical conclusion, and just being taken seriously as a young female in business – I wouldn’t trade them for anything.
What was it like creating the brand? How has the journey been? It has been a whirlwind! Starting a venture and nurturing it into a successful business is not for the faint-hearted. It’s a lot of work and takes serious perseverance, but I love the fast pace and the fact that no two days are the same.
There are so many things to learn when you start a business, and you are so careful to do everything correctly, despite not really knowing what you are doing! It’s a very messy and consuming process, but there is certainly joy when you step back and look at what you’ve created.
What makes your footwear stand out from others? The brand is known for perfecting classic and feminine designs, often featuring rich colours. I would say my designs are more European inspired, except for the fit. Kiwi women tend to have wider feet, and I spend a great deal of time perfecting the moulds (lasts) we use for our shoes to ensure their comfort.
Your new store has just opened in The Crossing. Can you tell me a little about this spot and why you chose it? We wanted to be part of a premium shopping experience, and The Crossing fits that perfectly. The vision and passion the owners had for the rebuild of Christchurch city also really resonated with us. We are now located on Kettlewell Lane, which has an exclusive and boutiquey feel. We are surrounded by other complementary clothing brands, so people can really get the full shopping experience there!