03 Magazine: July 07, 2023

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Farm to wardrobe Sixty kilometres inland from Oamaru, the small rural community of Kurow is a somewhat surprising spot to find a fabulous frock shop – but for Jess Beachen it’s the perfect place to pursue her fashion (and foodie) dreams. WORDS JOSIE STEENHART | RECIPES JESS BEACHEN
Feature | <strong>Magazine</strong> 39 ABOVE: Photo: Dana Johnston OPPOSITE: Photo: Francine Boyer Nestled in the Waitaki Valley, Kurow – formally a gold rush service town, then a base for the Waitaki Dam construction, and of course the hometown of All Black Richie McCaw – is perhaps an unexpected spot to find a delightfully chic fashion boutique brimming with beautiful things. But Jess Beachen, designer/founder of clothing label Jessica Flora and owner of In Good Company (which stocks her own brand along with a considered edit of locally made accessories and homeware), was unfazed when she moved to the tiny town (population under 400) last year. “I moved down to Kurow at the beginning of 2022, and have loved calling this beautiful area home,” she says. “Growing up on a farm in Hawke’s Bay, I never imagined being able to combine my love of fashion with a rural setting, so it’s pretty amazing that I get to live in such a rural community and run a business from here.” It makes sense then, that while Jess is designing garments that wouldn’t look out of place in any international fashion capital, she’s doing things a little bit differently. “Jessica Flora is my namesake brand that we launched in 2021, we are a made-to-order clothing line that focuses on celebrating the good, with a strong emphasis on our footprint, but without sacrificing style. “I look at this as an opportunity to put my stamp on the industry, but in a way that still fits with my own morals and values.” Jess says the made-to-order model is win-win. “It allows us to keep our production low and on-demand, and also to make changes to the fit and design to ensure each customer receives something they love.” Even better: every piece is made locally – either by Jess herself, by Renee in Christchurch or by Jodi and Donna in Oamaru. “Renee has been our rock from the very beginning and has the most incredible knowledge around fit and construction,” says Jess. “I moved down to Kurow at the beginning of 2022, and have loved calling this beautiful area home.”
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03 Magazine: July 07, 2023

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