Introducing, Josephine.
Here at Whitelaw Weber we take great pride in supporting our clients. Knowing that our clients are achieving goals, smashing glass ceilings & paving their way forward is very inspiring. For a long time (over seventy years!) we’ve been behind our clients supporting them, and every day we count ourselves lucky. To celebrate the fact that we get to work with such epic Northland businesses, we have bought back our client profiles so that we can share these businesses & their adventures with you. It makes us very proud to be able to share the great things our clients do across industries.
We spoke to Lucy Maxwell, Founder and Creative Director of Josephine. Josephine was founded in 2023, the realisation of Lucy’s dream, backed by a wealth of experience in the fashion industry. Lucy’s journey has taken her from workroom assistant, to senior designer for renowned Australian and New Zealand labels, to running her own fashion label, with stockists across Aotearoa.
Becoming a business owner was a big shift for Lucy, moving from the “big smoke”, back to her hometown, & going from being a senior designer, to being in charge of every single aspect of business. Naming her brand after her grandmother, Lucy handles everything from design aesthetics, sorting labels, manufacturing partners, marketing and so much more.
Recently, Josephine was featured in the spring edition of Fashion Quarterly, which is a fabulous achievement for a fashion business which is relatively new. So, that’s enough from us, here’s what Lucy had to say…
Who are you, & what do you do?
Lucy Maxwell, Founder and Creative Director of Josephine, a womenswear fashion brand.
What was your biggest challenge in starting a business, & how did you overcome it?
The biggest challenge was managing the financial side of starting the business. I had to make decisions and adjustments to ensure I had the necessary resources. A good understanding of business basics and staying focused on my goals helped me navigate this. While financial constraints still exist, I'm beginning to see the results of my dedication and hard work.
What’s your favourite part about running a business in Northland?
I enjoy the quieter pace of life in Northland. After spending ten years in Melbourne, being back up north has brought me closer to family and allowed me to focus more on Josephine. The slower lifestyle has helped create a better balance between work and personal life.
What’s your proudest moment of 2024 so far?
There have been some key highlights in 2024. Hosting my first pop-up store in Ponsonby was a major milestone—seeing my products in a retail setting and hearing the positive feedback was really rewarding.
Another achievement has been expanding Josephine into nine boutiques across Aotearoa, and the brand continues to grow.
Most recently, Josephine’s feature in the Spring edition of Fashion Quarterly was a real honour and an important step in building brand awareness and credibility.
Can you offer any advice for someone wanting to start a business?
Trust your instincts, but make sure you have a solid understanding of the area you're entering, or bring in experts to cover any gaps. Surround yourself with the right people for branding, marketing, and setting up the business. The journey can be challenging, so it's important to enjoy the process. Celebrate the small wins—they help keep things moving forward.
How has working with Whitelaw Weber helped you & your business?
Whitelaw Weber has been a great support with all aspects of accounting. Having no prior experience with software like Xero, their patience and guidance have been really helpful in navigating the financial side of the business.
What’s one piece of business software you can’t live without?
Xero. Despite the initial learning curve, it has become a crucial tool that has streamlined our financial management and is now essential to the business.
You can shop Josephine here, & find out more about Lucy’s journey to owning her own business. We’ll be back with another client feature for you next month!