Why the shift from SW to LeDoré? What prompted this change?
The shift toward working under the LeDoré banner has been a long time coming.
As far back as NZFW 2023, I've created pieces that were branded LeDoré and started to move away from using the Sweepstake Winners branding (except for custom projects).
A question I've been asked time and again is, "why don't you work under your own name?" LeDoré is one of my middle names, so that felt like a natural option to adopt as a brand name.
The new brand identity also marks a shift in intention.
Sweepstake Winners was all about creating custom prints and cutting and sewing small runs and custom pieces from my home studio. As a new mum, I really wanted to (and needed) to change the way I was working away from being so hands-on with the patterning, cutting, sewing etc. So instead, the focus is now on designing a small capsule of fun but timeless wardrobe staples. The vibe is a little more paired back/laid back, timeless but incorporating fun custom textiles or hardware.
Jewellery was actually the start of it all for me. I attended goldsmith classes at night while studying at art school and I sold the silver and gold plated jewellery I made on home workbench, at the boutique I worked at at that time.
It feels like a full circle moment to be exploring that medium once again and with LeDoré meaning ‘golden’, it feels fitting that our first jewellery capsule is all 18k gold-plated pieces.
Also, having gone through such a body transformation over the past 12 months, I feel like I have a lot more depth of understanding for dressing different body shapes. With that in mind, I’ve limited this first capsule to really easy to style, timeless silhouettes in high quality, luxurious textiles that are made to last the test of time.
Gold jewellery is such a huge part of my own personal style… I have a large collection of costume jewellery, everything from designer, to family heirlooms and cheap and cheerful pieces.
Jewellery is a great way for the wearer to build on and express their own personal style. The pieces we are offering in this first capsule have interchangeable charms or you can add your own. This is a fun way of injecting these timeless styles with a little of your own personality.
The other customisable option we are offering is the personalised monogram on our Kānuka shirts. Everyone loves to feel like they’re completely unique, 1 of 1 and adding that little element of a personalised monogram, does just that. Also, it makes for a great gift idea!
