Head designer Jaimie’s joyful infectious energy is part of everything she does. Initially stocking her label at Scotties Boutique, she then branched out with her own store on Auckland's Ponsonby Road opening in 2006. Jaimie Boutique quickly earned itself a cult following and it was at the time Australasia’s sole stockist of Vivienne Westwood, Acne and Bassike as well as featuring many more in demand and unique brands. Jaimie Boutique was a family affair with Jaimie’s stylish mother Di Armstrong working in the store and behind the scenes alongside Jaimie and the wonderful staff and community they had gathered around them.

Jaimie Boutique was an intersection of creativity and fun, with regular parties featuring live music, off site fashion shows in Masonic halls, Vivienne Westwood Whisky launches and so much more.

At the heart of this enterprise was the Jaimie label and its many loyal customers who keep coming back for the timeless, unique look and quality of her designs.

Main image: Richard Brimmer