Fashion: March 04, 2016

FASHION | autumn/winter 21
EMMA’S AT OXFORD
QUALITY MERINO FASHION
AND BOOKSn
WHILE Emma’s at Oxford is predominantly
a bookstore, it’s also your destination for
an ever-growing and changing range of
merino garments under the Merinomink
and Untouched World labels.
Owner Emma Gillard left the ‘big smoke’
of Auckland to open her store in June
2007. What started with books and gifts
has continued to evolve, with Merinomink
accessories quickly becoming one of the
star attractions. About six year ago, merino
gloves, scarves and wraps were added to
shelves and their popularity has led to the
extensive collection on offer today. “The
products are simply the best quality. The
styles don’t date, the garments don’t pill;
they are investment pieces you will wear
for years,” says Emma. “We all own, wear and
just love them.” And so does everyone else:
“Customers are coming back each season to
see what’s new and indulge in a new piece
– or three – or buy as gifts.”
Ponchos are another fashion accessory for
which Emma’s has become known. “We’re
known as the Poncho Queens by the sales
team at Merinomink!” Emma says with a
laugh. “In fact, our best-selling colour is
a rich navy blue called Zephyr and we
were told we were the third biggest seller
in Australasia of that particular line last
year.” Not bad going for an independent
bookstore in a country town.
Booklovers will love the large, diverse and
highly recommended range of literature
available in this picturesque country setting.
“People regularly say they haven’t seen an
offering such as ours in a long time,” says
Emma proudly.
Emma’s at Oxford is currently located in
a beautiful art-deco building in Oxford’s
Main Street, however, come the end of
May, you’ll find them but a few doors down
while the building undergoes earthquake
strengthening and expansion. “I’m really
looking forward to the end of the year and
being back in a bigger and better building
and really being able to showcase what we
have on offer,” says Emma.
A place to find warm, stylish accessories
and something satisfying to read sounds
simply idyllic.
MARMALADE
A UNIQUE FASHION
WHAT a treat to come across a unique
fashion boutique in a small rural town, less
than an hour from Christchurch! Marmalade
Clothing and Curiosities in Oxford has
become well-known for its natural fibre
policy – only stocking garments made from
premium fabrics such as bamboo, modal,
organic cotton and New Zealand merino.
Locals love the affordable range and people
from all over Canterbury hurry to get their
hands on the latest arrivals. Owner Jessica
Fearnley-Campbell only ever stocks one or
two of each size, in each style, so you have to
be in quick!
Jessica is excited about the new winter
collection now in stock. Her passion for
New Zealand made means the latest ranges
from Christchurch brands Chalkydigits and
Tava, amongst others, are always in stock.
Marmalade is also the exclusive stockist in
New Zealand of fair-trade brands Nomads
Clothing and Braintree Clothing. Nomads
having recently been voted as ‘best for
ethical fashion’ by the UK’s newspaper The
Independent.
One look that features strongly this season
is ‘70s boho chic. This makes a comeback
with corduroy pinafores, peasant blouses
and floaty dresses being wardrobe staples.
Layering is also another key trend – easily
created with kimono-style short-sleeved
jackets. Meanwhile, rusty reds, smokey greys
and a hint of mustard make up just one
colour palette in a shop full of rich colour.
BOUTIQUEn
Clothing is displayed alongside a large
selection of New Zealand-made and fairtrade
costume jewellery, accessories and the
‘famous’ bamboo socks – perfect gift ideas
when it comes to thinking about Mother’s
day next month!
53 Main Street. Oxford
ph: 03 312 3432
Hours: 7 Days 10am – 5pm
www.emmasatoxford.com
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