Thoughtful design has always been key in our jewellery & accessory pieces & that strong theme continues with our apparel.

Our apparel collection is a celebration of effortless style. Trans-seasonal pieces in neutral tones (from oat & sand to charcoal grey & forest green) are showcased across timeless, flattering cuts in linen, cotton & cord fabrics.

Here's a little snippet into our design process.

Belinda. x

Why clothing?

I’ve always loved fashion. I grew up with a mum who sewed clothing for my sister & me from when we were little, through to our teens & beyond. I’m very particular with what I buy myself, so creating our own garments just felt like the right next step.

The inspiration behind our clothing

The inspiration grew from a desire to create garments that are easy to wear, year round. Silhouettes are relaxed & oversized. These are pieces to pop on & feel good in.

What do you love about each piece?

The first piece was the In Love Dress. I wear a lot of dresses, so we designed one knowing I would live in it. We design what we want to wear & it seems to have worked for us so far.

The Shacket Jacket is a real favourite. The cord is soft & I liken it to wearing a cardigan. Done up, it’s like an effortless shirt.

Our Love This Shirt is a reimagined shorter version of our popular Always Shirt. It’s still oversized by elegant with feminine shell buttons & also made in linen for the first time.

What’s the best part about a new collection?

Shooting is always so fun. Seeing it in an environment without all the clutter of our workspace & stopping to realise what we’ve created is so cool. 

Because it’s all so new to us, when customers buy it & love it like we do, it’s pretty surreal.

What part of this process was the most challenging?

Predicting demand is always tricky, more so in this climate. We make small numbers of garments at the moment so knowing what will go is a challenge. We’re just testing the waters, & I’m pretty risk-averse so I like to keep things small & manageable.

What do you love most about Autumn/Winter when it comes to style?

Winter is my season. My selection of colours work year round & they largely follow the classic Autumn colour palette. I’m always cold & love coats & scarves, so any chance to rug up & I’m in.

Today, I want to share three women in business I admire. Often the same women in business are in the spotlight, but I’m particularly inspired by those doing the nitty gritty in business & making a real difference.

I’m so proud to run a business with an all women team.

Have a read of these three inspirational women. Happy International Women’s Day. x

Belinda Cannon, founder of SOPHIE

Sonja De Mari

Sonja is the CEO of Breast Cancer Cure & dedicates her working life to find a cure for breast cancer.

Working at a not for profit with no direct government funding has its challenges, Sonja & her team are reliant on the generosity & support of everyday Kiwis and local businesses to achieve annual funding. It’s never easy competing for the donor dollar so the team are committed to being a different kind of charity, one where the donations aren’t faceless, they are celebrated. By purchasing tickets to one of their nationwide events or buying your favourite designers artwork as part of the Tees for a Cure campaign means everything & generates the all important fundraising dollar that NZ scientists receive each year. 

Sonja & her team are so passionate & believe that breast cancer can & should be a survivable disease. They generate vital funds for world class research projects led by researchers in Aotearoa & are committed to giving the next generation a life free from the fear of breast cancer. 

Her presence is known & her energy is high, she’s raw, real & super stylish too. Thanks Sonja, you & your team are making a difference. @breastcancercure

Hannah Hardy-Jones

Hannah is the epitome of cool when it comes to making a difference in the mental health space. 

She’s launched global wellbeing platform, The Kite Program, an online resource she designed to support as many people as possible with applicable & accessible content. Hannah normalises mental health & is so open about her own experience with post partum bipolar & more recently ADHD.

Hannah is a ray of sunshine & living proof that you can survive & thrive despite adversity. Hannah, you’re an inspiration. @thekiteprogram

Lucy Hone

Lucy is a truly remarkable woman & describes herself as a resilience ‘pracademic’ helping people live & grieve at the same time. She does this while living with her own grief of the loss of her 12 year old daughter, Abi.

Lucy’s TED talk details three secret tips for resilience (shared here), they’re simple, practical & profound (for me personally). Resilience more than ever, has become a key skill for managing everyday life. I have so much admiration for you Lucy. @wildandpreciouslives