Kapiti's newest fashion store is Wallflower at Coastlands.
Coastlands' first independent boutique women's fashion store, Wallflower, officially opened this week, promising an uplifting experience of both New Zealand and exotic labels.
Wallflower owner, Trina Laracy, also owner of Paperdoll and Holy Smoke based in Raumati Village, says Wallflower is a new concept designed for its environment, and will aim to bring colour inspiration and a boutique shopping experience to a larger audience.
"We're very pleased to have opened Wallflower. We feel this is the right timing for us and look forward to bringing colour inspiration and a boutique shopping experience, while complementing the existing stores at Coastlands Shoppingtown," says Ms Laracy.
Wallflower will be Coastlands' 15th fashion retailer at the centre, with Max and Jeanswest also opening stores at Coastlands Shoppingtown over the past year.
Coastlands Center Manager, Jan Forrest says the increase of fashion stores could be evident of Kapiti's changing demographics.
"We have seen an increase in fashion sales and many stores are starting to feel it is because of the shift of Kapiti's demographics due to growth in Kapiti. For us, this means more stores and greater selection - we are looking forward to being able to announce more stores coming on board this year."
Ms Laracy has had a life dedicated to the clothing industry and says most of her formative years were spent playing with colourful fabrics and paperdolls.
"The name Wallflower was inspired by an early memory of mine growing up with a dressmaking mother. I personally know that when a woman is dressed in the right colour, cut and style for her figure and her personality she shines, and is anything but a Wallflower.
"I have always wanted to help others feel good about themselves. Being in this industry has allowed me through clothing to inspire, uplift and give confidence to other women. I've been blessed with an amazing team of individuals at Paperdoll and Holy Smoke who share the same passion, and we're all pleased to be able to bring the same level of service to Wallflower."
Wallflower is located opposite Farmers, next to Hannah's shoe store.