THE DIMPLES STORY
Founded in 1992, Dimples from its inception has set the benchmark for innovative quality baby wear in New Zealand. Inspired by her own family of 14 children, founder and CEO Jane McAllister has driven the design criteria for the company that has seen the product range grow to become a baby wear fashion icon recognised by its distinctive signature motifs such as the now famous Dimples Bee.
The company that began life as a passion and a hobby has become New Zealand’s most loved baby wear label.
Hers is the classic story of necessity being the mother of invention. “I made clothes for my own children when money was scarce and I found I couldn’t buy simple, practical, quality gear.” The idea for the company began in 1990, when a friend suggested that maybe the young McAllister’s had more than enough clothes and that it was time Jane considered going into business that Dimples was born. Jane’s vision for a new baby clothing brand began to take shape.
Her clothes quickly began to attract attention and she was encouraged to create her initial range. She received an order for 10 hats from a local store. “I’d cut, sew and hand-embroider them myself.” When demand increased, Jane Anne enlisted the help of her ever-willing mother. “We’d even send the hats down to her while she was on holiday in the South Island,” she laughs. “I then got ideas for ranges, and it has been a progression from there. I went from asking shops if they wanted my product, to now shops asking me if they can stock my product!
The clothes have always sold themselves; it’s never been something that needs pushing”. Demand for the product quickly saw the range expand.
Dimples now manufactures more than 80,000 New Zealand made pieces exporting throughout eight overseas markets. In 2006 Dimples made significant strides; they became the first New Zealand baby and toddler clothing range to be accepted into the exclusive London department store, Harrods
Dimples by Jane Anne retain a firm grasp of its core values, identity and philosophy. They are consistently committed to supplying impeccably designed products that are of the finest quality. Jane believes her passion for baby wear has made the difference. The Dimples range is one hundred percent New Zealand made and Jane considers this to be extremely important.
Jane Anne adores babies and feels the need to do what she can to preserve our world for our future generations. Dimples are absolutely committed to expanding their already extensive organic ranges.
Jane’s core values and priorities continue to revolve around family. “We have started to outgrow our home, but I like the fact that my business is at home, especially for my children. That keeps us here”.