 Lonely Hearts Named NZ's Hottest Up-and-Coming Fashion Exporter
(New Zealand) - December 2009
Lonely Hearts has claimed the title of New Zealand’s hottest up-and-coming fashion exporter after being named the winner of the 2009 DHL Express Fashion Export Scholarship. The Auckland-based fashion label had to beat off some stiff competition from Salasai and Twenty Seven Names, who were also singled-out as highly commended finalists.
The scholarship, now in its second year, was open to New Zealand fashion designers who have been exporting for less than four years. Applicants were assessed on their business, marketing and design ability, and asked to present a detailed export growth strategy.
“Lonely Hearts was the unanimous choice as the recipient of the 2009 DHL Express Fashion Export Scholarship. Their achievements to date are truly outstanding and we were presented with a very sophisticated export strategy,” says Mapihi Opai, executive officer of Fashion Industry New Zealand (FINZ) and one of the judges of this year’s scholarship.
“In Helene, Steve and Aimee, we saw a team of genuine entrepreneurs. What impressed the judges most was their finely tuned awareness of the changing fashion landscape and the way that they addressed the needs of retailers and consumers alike. Their design aesthetic also has a real point of difference that is sure to appeal to key fashion export markets.”
Opai was joined on the judging panel by – Liz Findlay of Zambesi; Fiona Hawtin, editor of Fashion Quarterly; Sarah Gibbs, founder of Trilogy; and Jason Orlop, fashion & textile strategic account manager at DHL Express New Zealand.
Findlay was pleased with the high quality and quantity of entries this year. “The designers that entered this year’s scholarship were very impressive. They each showed a mix of creativity, ingenuity and business savvy, which is vital when taking on international markets. The creativity of Lonely Hearts’ collection was exceptional. I think they have a great future ahead of them.”
This year’s prize package included international freight to the value of NZ$10,000 and coaching in freight and logistics from DHL Express, as well as an individually tailored export mentoring programme and annual membership from FINZ.
Creative director of Lonely Hearts, Steve Ferguson, says: “The scholarship provides a platform for us to push into different markets. The NZ$10,000 in freight will help us grow our label by expanding in Australia, while also entering into Japan, the U.S and U.K.”
Launched in 2008, the DHL Express Fashion Export Scholarship was developed in partnership between DHL Express New Zealand and Fashion Industry New Zealand (FINZ), with the aim of identifying the country’s most promising fashion exporter and assisting them in achieving international growth. The inaugural winner was Stolen Girlfriends Club.
“We’re really looking forward to working with Lonely Hearts over the coming months and helping them to grow their business internationally,” says Orlop.
Picture: Lonely Hearts
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