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TK Taking On The World
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tk-article-main.jpgTuret Knuefermann is what some people might call a quiet over-achiever. From humble beginnings she has grown her business to boast a clientele that includes many of New Zealand's celebrities and has stamped her mark on Auckland city with a store in Brown St, Ponsonby and one in High St, Auckland CBD. 2009 was the year Turet took on the world. We find out about her success...

2009 was a busy travel year for you. Where have you been and what have you been doing?

I have just done a tour of Scandinavian countries to see what is going on there as I love their designs. I had an absolute ball in Copenhagen and Sweden running round the stores and being inspired by everything. Then I met with some of my new overseas retailers which was really wonderful for me – the stores are incredible and they stock the top labels; Jean Paul Gaultier, Alberta Ferretti…

turet-bow-jumpsuit.jpgInterestingly, due to the recession, there has been a change in the retail layouts of some high end multi-brand stores in Europe; they have started mixing the high-end expensive labels with better price-pointed brands as well, which is where our opportunity was. In the most beautiful part of Milan city there is an amazing store called ‘Brera' - it took my breath away it is just so gorgeous; I am so thrilled they are going to stock TK! We have also started selling the summer range into Portugal, Italy and Ireland with really great success and winter is looking good with those countries as well.

(Above: Starling Top, $185)
(Right: TK Bow Jumpsuit, $349)

Now that your range is stocked overseas, does that change anything about your brand?

Of course greater brand awareness globally will be beneficial to us in every way: production, marketing and distribution. I recently did an interview with Portugal Vogue and our public relations office in Portugal (Global Press) have been so supportive of TK and said that my range has been shooting out to all the magazines. It will be really beneficial for our European and local distributors to have clippings, so that is really exciting and it reiterates how important our brand image is. Our current brand image is fine, but I do think we can be edgier and more aspirational.

You do need the right image to grow the brand, but you also need the resources to get the right brand image – it’s a bit of a chicken and egg situation. Most New Zealand entrepreneurs don’t have the kind of money that is needed to fund something really amazing.

However, the first impression of a brand is vital, so I’m going to have to bite the bullet and find a way. On the other hand, our brand image is quite approachable; on a commercial level it has been amazing for us, because people relate well to it.
 

Do you have a muse and if so, who is she?

I design for all women who enjoy an effortless, easy, feminine look. Most of our customers are really confident women, they are often successful in their own right, they know what they want and have their own unique and individual style. Because TK designs are classic and simple you can wear them your way and the clothing lets your personality shine. These are women who know what suits them and have gone past the fad phase and embrace their individuality and freedom.

(Below: TK Melton Jacket, $475)

turet-melton-jacket.jpgThe last 12 months have been phenomenal in terms of your growth, what exciting plans are next for TK?

I’m really excited about the summer range now because the sky’s the limit with what we can create – before I was restricted to labour intensitivity in a garment and while I have never scrimped on fabric, because I can now get good price points on fabric I can use as many metres as I want.

For the Summer collection which will be out next year I have combined a bit of a New Zealand vibe (Kingfisher’s feather colours) with a street style. Now that I am stocked overseas I wanted something that felt a bit unique to New Zealand. I was more influenced by the colours and the fabrics for that season. Now that I have the numbers backing me in Europe I am able to produce TK fabric and fabric designs, so the visits to the fabric trade fairs around the world have been eye-opening. The opportunities in that respect are amazing!

We are moving into Australia too and having been overseas and learning so much about my overseas distribution I now feel confident that I can increase my distribution in New Zealand, so I am looking forward to making it my mission to make TK in more stores here.

It’s so exciting for me to work on a really strong brand image – that’s probably boring for most people, but for me it’s so exciting.

And I love seeing all the boxes get packed up and go off to Ireland, Belgium, Netherlands, England, Italy – it’s like 'woohoo!' Such a good feeling!

I’d like to do some more overseas trips as well, maybe Japan – see what’s going on there, but then again, every time I plan something it changes.

(Below Right: TK Heroine Coat, $575)

turet-heroine-jacket.jpgYou work hard and take a real 'hands-on' approach to running your own business. How do you keep ahead of running your business yourself, the jet-lag, the busyness, the stress…?

I think the variety keeps me grounded, because no day is ever the same and I love the adrenalin of being busy. As much as sometimes I feel like I am chasing my tail, I have learned to handle it now – just taking one thing at a time and you can only do what you can do in the day. I have such amazing people around me who help me and I am learning to delegate. It’s helped me a lot to realise that it’s ok for me to not do everything myself – for a long time I was too shy to ask for help on things and admit that I couldn’t do it all on my own.

What are some key wardrobe items that go everywhere with you?

It changes from season to season, and after my Paris visit I fell in love with a black leather jacket by a French designer. LOVE it.

Sunnies go everywhere with me – I  don’t feel dressed without them. Especially in New Zealand you need them to stop you squinting in the sun, and they are the easiest way to create/change a look.

My canvas/Leather Beltbag - It holds everything I need and never gets too heavy. If I want to change the look of one of my outfits I sometimes put it in one of my shoulderbags, but it never leaves my side!

For more information about stockists for TK please visit www.tkstore.net.nz

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