welcome to crushes
a shop, a brand, a community
SARAH + ROSE
Sarah Firmston and Rose Hope are the co-owners of Crushes. They started small, selling out of Sarahs flat with a fit out from the in-organics, and slowly have grown Crushes in to a 3-storied flagship in Aucklands CBD, with a warehouse in Morningside, 6 staff, an in-house brand and 20 retailers. Their labour of love has grown in to a full love-child.
est. 2011
Rose and Sarah met in 2010 and instantly bonded over their love for vintage and retro clothes and would spend weekends visiting craft + vintage markets. Which posed the question, 'what if a market was open all the time? Makers would be able to spend less time manning a stall and more time making'. (Remember, this is 2011, so well before online marketplaces or platforms like Etsy or Instagram) This idea led the pair to make a store with 100% NZ-made goods paired with vintage and it became a hub for those who loved one off, handmade, and vintage curiosities.
formerly 'the bread and butter letter'
Sarah and Rose named the New North Road shop after Sarahs blog 'The Bread and Butter Letter'.
It wasn't long until there was an emerging conversation in the zeitgesit about 'conscious consumerism'. The pair realised what they were offering wasn't just cute, but was important; By buying NZ Made, you can best support the local economy. And by buying pre-loved clothing, you can opt out of questionable labour practices. Sarah and Rose decided to focus on those values and make the shop a guilt-free shopping experience, and as a way to educate consumers about consumerism.
CRUSHES ON KARANGAHAPE
In 2013, Sarah and Rose took a big leap of faith and leased a three-story commercial building on Auckland's infamous Karangahape Road which is the perfect match for Crushes. With studios and manufacturing in one office, and an event space in the next.
In 2015, they made an in-house brand called Crushes Goods, where they design and manufacture all types of lifestyle goods.
In 2018, they renamed the whole store Crushes so the shop became an extension of the in-house brand and its identity, itself.
community
Ever since the first store with the fit out revolving around the couch, board games and bottomless tea, having a place to bring people together has always been the motivation.
In 2022, after Auckland had a year of on-again-off-again isolation, Crushes Social Club was established. An event programme of workshops, clubs, parties and markets where you can meet like-minded people, and do life together. Because we're not just a shop, we are a network and community of creatives, environmentalists, and lovers of great design and individuality. It's our great joy to link up like-minded people and offer fun and creative activities!
Whether it's our inspiring Karangahape community, our local makers, or our staff (both past and present), the people is our favourite part of operating Crushes.
"Your shop was what started me and my friends on our journey to becoming more creative with fashion that wasn't hurting Papatūānuku"
"The service and peeps working there are amazing - I'm always greeted like an old friend"
"Chatting with your staff and visiting your store was one of my favourite moments of being in New Zealand!"
"The manager bought me one of the candles when I was in a dark and dangerous place in my brain to cheer me up. I still burn it whenever I am sad. Your store isn't just a shop, it's a family"