OUTLOOK - Grow Wellington

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10Table 3.2 Population growth in Wellington Region 4NumberPopulation changePopulation Jun 06 Jun 07 Natural increase Net migration Total Number Total % changeWellington Region 466,300 470,300 3,800 220 4,000 0.9%% of New Zealand 11.1% 11.1% 11.4% 2.2% 9.2%New Zealand 4,184,600 4,228,000 33,330 10,080 43,400 1.0%Source: Statistics NZ (June years)Table 3.3 Highest qualifications of working-age populationQualifications of working-age populationArea No qualifications School, Level 1 or 2 Level 3 or 4 Diploma Bachelors or above TotalWellington Region 64,608 93,261 62,271 31,266 75,273 326,679% of population 19.8% 28.5% 19.1% 9.6% 23.0% 100.0%New Zealand 708,432 873,516 534,270 268,362 447,780 2,832,360% of population 25.0% 30.8% 18.9% 9.5% 15.8% 100.0%Source: Statistics NZ4 Note the population figures here are slightly higher than for the resident population given in the previous table.The reason is that the figures in Table 3.2 are based on Statistics New Zealand estimates rather than census data.
11PHOTO: GLENN COLLINS, MANAGING DIRECTOR, KONEV LEATHERand NADA PIATEK, CREATIVE DIRECTOR, DENADAQuality EmbellishmentWhen a bag is returned after ten years, and it is insuch good condition that the owner wants to getits zip replaced so they can keep using it, you knowthat you are producing a quality product.That’s exactly what Konev do. Their Tawa-based factoryproduces quality leather handbags and wallets, all fromNew Zealand leather. Started as a family business in 1972,it employs some of the last-remaining leather productspecialists in New Zealand.Glenn Collins inherited the quality ethic when he tookover the Tawa-based company two years ago. But he knewthat to survive in an increasingly-competitive market, thecompany needed more than quality, it needed to innovate.He decided the best strategy was to collaborate withan outside designer. That designer was Nada Piatek,who owns deNada in Wellington’s Featherston Stand is a graduate from Creative HQ.“Our businesses complemented one another perfectly,”Glenn says. “deNada is an innovative design-led fashionlabel business and we were an older more traditionalbusiness, but one with an established brand thatproduces a strong reliable product.”Innovation was the name of the game. Nada’s designsdemanded avocado green, black and red coloured leatherand using some of the old intricate embossing plates thatKonev had not used in years. This created functional butquirky designs that look wonderful.“It was not only great design collaboration, but it married thetraditional craftsmanship of our quality leather manufacturingwith fresh and innovative design.”The deNada Konev bags went on sale in November 2007and became an immediate success. The new designs havegenerated demand from customers that Konev had notpreviously dealt with. Konev styles too have now incorporatedsome of the leather embossing. Konev have already takenon more staff and added a full-time sales rep to increasesales and develop distribution outlets for Konev products.The result is that Konev overall sales have gone up by 30%and Konev’s customer database has increased significantly.Export plans are also in the wings.“It was not only great design collaboration,but it married the traditional craftsmanshipof our quality leather manufacturing withfresh and innovative design.”
Page 12 and 13: 124Largest andfastest-growingindust
Page 16 and 17: 16Three large industries among the
Page 18 and 19: 185Public transportThe Wellington r
Page 21 and 22: 6.2 Wellington International Airpor
Page 23 and 24: 23Putting Porirua on the MapFrom it
Page 25 and 26: 25PHOTO: ANGELA WATKINS, VERTIGO DE
Page 27 and 28: 27Table 9.2 Communications and medi
Page 29 and 30: 11Manufacturingsector29Table 11.1 s
Page 31 and 32: 31Constructing SuccessIf you pass a
Page 33 and 34: 12Tourism sector33Table 12.1 summar
Page 35 and 36: 13Education sector35Table 13.1 summ
Page 37 and 38: 14Creative sector37The creative sec
Page 39 and 40: 15CONTACTS39FOR MORE REGIONAL ECONO

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