The search for balance between parenthood and professional life is a familiar one, but for Hawke’s Bay resident Sarah Woodham, the answer came in the form of a wardrobe – and a growing business. What began as a way to stay home with her daughter, Ruby, has blossomed into Dress NZ, a rental service offering a curated collection of dresses to customers across the country. Woodham’s story is a testament to the power of identifying a need in the market and turning a personal solution into a viable enterprise.
Woodham, previously a teacher aide, found herself considering her options while on maternity abandon. A casual observation – friends frequently borrowing dresses from her own closet for special occasions – sparked an idea. Recognizing a gap in the Hawke’s Bay region, she decided to launch a dress rental service, initially with a modest selection of around ten dresses. “I had a few dresses in my wardrobe, and my friends would often borrow them for events,” she told Hawke’s Bay Today.
From Wardrobe to Website: Building Dress NZ
The initial investment was modest, but strategic. Woodham supplemented her existing collection, then partnered with a friend to build a website, launching Dress NZ approximately a year ago. The early days involved careful reinvestment of profits. “Then I made a bit of money and could invest in some more dresses,” she explained. The first rental was a yellow satin dress, shipped to a client in Havelock North – a moment Woodham described as “exciting… I was like ‘that’s happening’.”
Today, Dress NZ boasts a collection of approximately 60 dresses, ranging in value from $250 to $900. Customers can rent a dress for a flat rate of $60, with delivery available nationwide. While the majority of orders originate from Hawke’s Bay and the wider North Island, Woodham is seeing increasing demand from across New Zealand. Events like weddings, 21st birthday celebrations, and race days are driving much of the rental activity, with Woodham currently fulfilling around six rentals per week. She anticipates a significant increase in demand as the summer season approaches.
Balancing Business and Motherhood
Operating Dress NZ from home allows Woodham to prioritize her time with her daughter, Ruby. Her days are structured around Ruby’s schedule, with mornings dedicated to family time and afternoons and evenings reserved for business tasks – managing social media, preparing dresses for shipment, and handling customer inquiries. This flexibility was a key driver behind launching the business. “Working my own hours and being at home with Ruby. That was the dream,” Woodham said.
The business operates out of a dedicated space within her home, allowing customers the option to try on dresses before renting. While Woodham admits to having personal favorites within her collection, she emphasizes that all dresses are available for rental. The model offers a sustainable alternative to purchasing a dress for a single event, appealing to customers seeking both affordability, and style.
Looking Ahead
Woodham’s long-term vision includes expanding her dress collection and reaching a wider customer base throughout New Zealand. For now, she finds the greatest reward in the ability to balance her entrepreneurial ambitions with the joys of motherhood. “For now, she says the most rewarding part has been creating a way to stay present in her daughter’s early years while building something of her own.” And, as she notes with a smile, her friends still have access to her dresses – with an even more extensive wardrobe to choose from.
Dress NZ will continue to fulfill rentals and expand its collection in preparation for the upcoming summer season. Customers interested in renting a dress can uncover more information and browse the available selection on the Dress NZ website.
What are your thoughts on the dress rental economy? Share your experiences and opinions in the comments below.
