After four years of growing Rerehua Boutique online, owners Ashley and Kelly have opened the doors to their very first retail store in Pukekohe, Auckland.
The new space brings together over 30 pakihi Māori, creating a welcoming environment where community, culture, and connection can thrive.
The store reflects Rerehua's ongoing commitment to celebrating Māori excellence and making indigenous products, stories, and experiences more visible in Aotearoa.
Discover the journey to their first physical store, the whakaaro behind the space, and their hopes for the future of pakihi Māori.
What does opening a pakihi Māori retail space in Pukekohe mean to you both?
This is a space to share with the community and celebrate te ao Māori, along with the creativity, innovation, and pūkenga (skills) of our people.
We started this business in Pukekohe four years ago, and opening a physical store has brought a new level of visibility as a Māori-owned business.
Like many places across Aotearoa, Pukekohe carries a complex history of oppression and racial segregation. While the impacts of that history are still felt today, we have also experienced an overwhelming amount of support from the local community and other businesses.
That is why this space is about more than retail. It is an opportunity to share the beauty of the Māori world, create meaningful connections, and contribute to a future grounded in understanding, respect, and hope.
We want this to be a place where everyone feels welcome to explore, learn, and celebrate our culture and language together.
How has Te Ao Māori influenced the design, layout, and overall wairua of the store?
Every element of the store has been intentionally designed to create a welcoming space for community and whānau. From the natural textures and fresh greenery to the lighting and colour palette, we wanted the space to feel grounded, calming, and inspiring. Our aim was to reflect Māori excellence in a contemporary way.
The plants woven throughout the store acknowledge Tāne Mahuta, Hinerauwhārangi, the natural world, and the many forms of creativity and mātauranga that continue to flourish within our communities.
We also created a dedicated Ariki Kids space so whānau can comfortably explore the store while their tamariki play and learn nearby.
What can people expect when they walk through the doors? How do you want them to feel?
There is a special feeling that comes from kaupapa Māori spaces and events. A sense of connection, pride, and belonging. Above all, we want people to walk through the doors and feel proud of the indigenous culture and language of Aotearoa.
In what ways does this space go beyond retail to uplift and showcase other pakihi Māori and their taonga?
We are committed to supporting and showcasing other pakihi Māori, artists, and practitioners. By bringing these businesses together in one space, we invite people to discover the depth, diversity, and quality of what Te Ao Māori has to offer.
At a time when many people are becoming more intentional about where they spend their money, supporting pakihi Māori helps strengthen local economies, create opportunities, and invest back into our communities.
It has also enabled us to grow our own team, creating employment opportunities for locals and opening the door for others to be part of this journey.
Looking ahead, how do you hope this store contributes to the visibility and future of pakihi Māori in Aotearoa?
We hope Rerehua Boutique helps create greater visibility for Māori businesses by bringing together the talent, creativity, and innovation of our people in one space.
Our goal is to contribute to a thriving local economy, encourage people to discover Māori-made products and experiences, and help create opportunities for future generations of entrepreneurs, artists, and leaders.
If this space inspires even one person to feel proud of who they are, learn something new, or believe they can build something meaningful, then we will consider it a success.
