It feels like it’s been ages since I’ve shared a proper life update, and honestly, life feels like it’s changing a lot.
As a māmā, I think the biggest reminder of that has been watching our boys grow.
Our eldest is now in his final years of high school, and our second son is about to enter his senior years too. They're doing so well at kura and we're so proud of them. One minute you’re packing lunchboxes and teaching them how to tie their shoes, and the next you’re talking about future goals, careers, a driving licence and the 5th pair of size 13 rugby boots this year!
Then there’s our eight-year-old, who is almost shoulder height with me already (I'm tall btw lol). I look at him some days and wonder where my little boy went
And our pōtiki… well, he’ll be four soon. We all still call him “the baby”, even though he’s long since decided he’s a big boy. That saying is true - The days are long, but the years are short!
Many of you will also know that over the past year I’ve been navigating a challenging court process. 2025 was a trying year, but it’s also reminded me of the importance of standing up for what’s right, protecting my whānau, and trusting the process even when it’s feels long and hōhā. I think that the trouble with social media is that people think that they can say whatever they want with no consequences. There are very real legal consequences. I won my court case. And I'm so proud of myself for enduring 16 months to come out with that win, and protection.
I recently started a new role with the Hawke’s Bay Chamber of Commerce, and I’ve loved every minute of it. I have the privilege of working alongside rangatahi, supporting young people as they explore careers, business and entrepreneurship, while also working with people taking the leap into starting their own businesses.
It's been a beautiful reminder that my passion has never just been business, it's always been people. For the past six years, Waiapu Road has allowed me to connect with people through my own creations and story telling. Now I get to encourage people in a different way too, helping them build confidence and build ideas they may have never thought possible. Its filled a different part of my cup, and I genuinely feel so grateful to be in a role that aligns closely with this stage of my life.
I recently attended a Matariki retreat in Rotorua with a beautiful group of wāhine, created by Te Kirikāhu Kristin Ross. It was beautiful, restful and each meal was prepared by the talented Karena and Kasey Bird - so we were well fed!! hehe! It was just what I needed to pause, and reflect on where I want to be headed. Sometimes all you need is sisterhood, a good rest, a good laugh, and good kai to reset.
Behind the scenes, Waiapu Road has also been evolving.
We've quietly gone through a rebrand, something fresh. We will roll that out this month, with Matariki. As businesses grow, we grow too. And I wanted a new look, new colours and something that feels more aligned to where we are now. Cohesive packaging, with nostalgic recipes on the back of our thank you cards (that we're bringing back) to encourage re-use.
Along with that has come some big conversations about how we operate.
Like so many small businesses across Aotearoa, we’ve felt the shift in the economy. Consumer confidence has changed, people are shopping differently, and as business owners we have to be willing to adapt rather than simply doing things the way we’ve always done them.
Social media can sometimes make it look like every business is constantly growing, constantly selling out and constantly expanding. The reality is that many small businesses are navigating one of the toughest trading environments we’ve seen in years, and we’re no different.
Rather than pretending nothing has changed, we’ve chosen to adapt.
You’ll probably notice us moving away from larger seasonal collections and focusing more on carefully considered, one-off trans-seasonal pieces. Pieces that aren’t designed to be worn for one season only, but pieces you’ll always reach for.
For us, this isn’t about doing less. It's about being smarter with what we produce, how we produce, and how we create to support long term sustainability.
Another change you’ll likely notice is that we’ll be offering more pieces as pre-orders.
I know pre-orders sometimes sound like a drag, but I actually think they’re one of the healthiest ways for small businesses to operate in today’s economy.
If you’ve been shopping with other pakihi, you’ve probably noticed many of us are doing exactly the same thing.
For us, pre-orders aren’t about not having pūtea. They’re about not risking pūtea unnecessarily.
As a small business, every buying decision comes with risk. Ordering large quantities of stock and hoping it sells simply isn’t the smartest way for us to operate anymore. Pre-orders allow us to see what our customers genuinely love before we commit to production. They help us reduce waste, make better buying decisions, manage our cash flow responsibly and keep Waiapu Road healthy for the long term.
Success doesn't always mean getting bigger.
Sometimes success looks like becoming wiser.
Sometimes it looks like slowing down enough to make thoughtful decisions.
Sometimes it looks like protecting what you’ve built, looking after your people and creating something that’s sustainable for the long haul.
Poho kererū ana i ngā nekehanga o Waiapu Road. It may look a little different, but at the core, nothing has changed.
We're always grateful for every single person who chooses to support our little whānau business. Whether you’ve been here since day one or you’ve only just discovered us, thank you.
Thank you for choosing small.
Thank you for trusting us.
And thank you for continuing to walk this journey alongside us.
I’m really excited for this next chapter, and I can’t wait to share it with you.
Jonique & the Waiapu Road team
