NEWSROOM
How entrepreneur Nicole Rebstock had the courage to launch a fashion brand in New Zealand
Launching a career as a shoe designer may seem an unusual segue from studying for a Bachelor of Commerce/Bachelor of Laws conjoint degree. But Nicole Rebstock, founder of the eponymous women’s designer footwear and accessories label, is quick to correct those who might think her university studies hold no relevance to her current career. “I believe that university is there to teach us how to think, not to do a specific job. Learning how to think and problem-solve is the most important thing you could teach someone, because it’s applicable to everything in life,” she asserts. “It also gave me the confidence in myself to start a business.”
Nicole is an alumna of Waipapa Taumata Rau, the University of Auckland. Her participation in many of the extracurricular activities on offer at the Business School, combined with a stint working in a student engagement role, enhanced these critical thinking skills, as well as providing her with valuable practical experience. However, starting her own company while still halfway through her studies was quite a leap for the enthusiastic but inexperienced entrepreneur. Although she had often dreamed of creating her own fashion label, “I never seriously considered it as a career option because I had zero experience in fashion or design – and quite honestly, I didn’t think I was capable of running a business,” she admits.
One mid-semester break, however, Nicole experienced an epiphany. “I remember I sat up in bed and thought, ‘No one is born with the knowledge to start a shoe business – you have to learn. And if other people can learn, then so can I.’ I grabbed a piece of paper and drew a shoe. Admittedly, it wasn’t the best drawing – but it marked the start of something for me.”
Unsurprisingly, there were “big hurdles” to overcome in the beginning, she remembers. “I had no formal training in design or any idea how to find a manufacturer or set up my business. I was lucky enough to have friends who were coming out of university who had unique skills such as web design or photography skills. They were in need of experience for their portfolios, so we were able to mutually benefit by working together.”
This passion for building productive relationships hasn’t changed. “I’m really enjoying some of the business partnerships I’ve made, as nothing beats working with good people and seeing the synergies of it,” she says. As an example, she has recently partnered with creative agency Thievery Studio to elevate the business’s branding strategy: “Watching these tangible changes in the brand is really exciting.”
Rolling out this new branding strategy marks the latest step in the evolution of both the label and Nicole’s marketing approach, which she has continued to adapt as the business grows. Renaming the brand a couple of years after its launch was a notable early change. “The brand was originally called ‘REB’, as I hadn’t necessarily wanted to put my name to it,” she explains. “However, after a couple of years it was clear that for the market I was targeting, there needed to be a tangible person attached to the brand. Relatability to brand has become more and more important in marketing.”
She’s a big believer in “incremental continuous improvement,” she adds. “When you start a business there are so many little things you have to adjust or even change altogether. When I started out, we had very small budgets for any type of marketing and so as the brand has grown and matured, we have been able to invest more into these activities, which has increased our brand presence and the quality of our marketing. Digital advertising has also become an essential, so we invest a great deal in Facebook and Instagram marketing – something that was unheard of when I started out.”
The fashion industry has changed over the years too, Nicole observes. “People place more importance on investing in good, high-quality pieces. They are more concerned with longevity and sustainability and since Covid, practicality plays an even bigger part.”
The Covid pandemic also proved one of the most significant challenges of her entrepreneurial journey to date. “My business was in its infancy, and so Covid was a big shock to the system. It was a very fast lesson in the importance of not over-padding a business,” Nicole recalls. More recently, the cost-of-living crisis has kept the “hard and fast” lessons coming. “The most important lesson I’ve learned is that when times get tough, your direct-to-consumer marketing should be the last choice when it comes to cutting back – especially if you’re a young growing business,” she observes. “Cutting this can be like turning off a tap. No matter how bad times are, it is important to keep putting yourself in front of the right people. They may not purchase now, but when they have the means, you will be front of mind.”
These experiences inform her advice for those who may be considering a career in entrepreneurship. It’s essential to feel comfortable with failure, she asserts. “Persistence is key. You will fail many times, but it’s the only means to success – it’s how we learn. Be comfortable with this.” And don’t hesitate to act on your ambitions, she adds. “There will never be a perfect time – if you wait for that, you’ll never start. Be brave! Most of the boundaries to starting are in your head.”
Seven years after she opened her first store in Auckland’s High Street, Nicole’s own persistence continues to pay off. The current challenging economic environment has compelled her to identify opportunities for business improvement – and she relishes the positive changes that have occurred as a result. “When you are in a tough environment, it forces you to look at every facet of your business and find a way to make it better or leaner,” she notes. With two stores already in Auckland and one in Christchurch, the designer is now eyeing further expansion within New Zealand. “This is truly a year of change for us as we grow and put more frameworks and automation around what we do,” she reflects. “Change feels uncomfortable when it’s happening – but great once it’s complete!”
Launching a career as a shoe designer may seem an unusual segue from studying for a Bachelor of Commerce/Bachelor of Laws conjoint degree. But Nicole Rebstock, founder of the eponymous women’s designer footwear and accessories label, is quick to correct those who might think her university studies hold no relevance to her current career. “I believe that university is there to teach us how to think, not to do a specific job. Learning how to think and problem-solve is the most important thing you could teach someone, because it’s applicable to everything in life,” she asserts. “It also gave me the confidence in myself to start a business.”
Nicole is an alumna of Waipapa Taumata Rau, the University of Auckland. Her participation in many of the extracurricular activities on offer at the Business School, combined with a stint working in a student engagement role, enhanced these critical thinking skills, as well as providing her with valuable practical experience. However, starting her own company while still halfway through her studies was quite a leap for the enthusiastic but inexperienced entrepreneur. Although she had often dreamed of creating her own fashion label, “I never seriously considered it as a career option because I had zero experience in fashion or design – and quite honestly, I didn’t think I was capable of running a business,” she admits.
One mid-semester break, however, Nicole experienced an epiphany. “I remember I sat up in bed and thought, ‘No one is born with the knowledge to start a shoe business – you have to learn. And if other people can learn, then so can I.’ I grabbed a piece of paper and drew a shoe. Admittedly, it wasn’t the best drawing – but it marked the start of something for me.”
Unsurprisingly, there were “big hurdles” to overcome in the beginning, she remembers. “I had no formal training in design or any idea how to find a manufacturer or set up my business. I was lucky enough to have friends who were coming out of university who had unique skills such as web design or photography skills. They were in need of experience for their portfolios, so we were able to mutually benefit by working together.”
This passion for building productive relationships hasn’t changed. “I’m really enjoying some of the business partnerships I’ve made, as nothing beats working with good people and seeing the synergies of it,” she says. As an example, she has recently partnered with creative agency Thievery Studio to elevate the business’s branding strategy: “Watching these tangible changes in the brand is really exciting.”
Rolling out this new branding strategy marks the latest step in the evolution of both the label and Nicole’s marketing approach, which she has continued to adapt as the business grows. Renaming the brand a couple of years after its launch was a notable early change. “The brand was originally called ‘REB’, as I hadn’t necessarily wanted to put my name to it,” she explains. “However, after a couple of years it was clear that for the market I was targeting, there needed to be a tangible person attached to the brand. Relatability to brand has become more and more important in marketing.”
She’s a big believer in “incremental continuous improvement,” she adds. “When you start a business there are so many little things you have to adjust or even change altogether. When I started out, we had very small budgets for any type of marketing and so as the brand has grown and matured, we have been able to invest more into these activities, which has increased our brand presence and the quality of our marketing. Digital advertising has also become an essential, so we invest a great deal in Facebook and Instagram marketing – something that was unheard of when I started out.”
The fashion industry has changed over the years too, Nicole observes. “People place more importance on investing in good, high-quality pieces. They are more concerned with longevity and sustainability and since Covid, practicality plays an even bigger part.”
The Covid pandemic also proved one of the most significant challenges of her entrepreneurial journey to date. “My business was in its infancy, and so Covid was a big shock to the system. It was a very fast lesson in the importance of not over-padding a business,” Nicole recalls. More recently, the cost-of-living crisis has kept the “hard and fast” lessons coming. “The most important lesson I’ve learned is that when times get tough, your direct-to-consumer marketing should be the last choice when it comes to cutting back – especially if you’re a young growing business,” she observes. “Cutting this can be like turning off a tap. No matter how bad times are, it is important to keep putting yourself in front of the right people. They may not purchase now, but when they have the means, you will be front of mind.”
These experiences inform her advice for those who may be considering a career in entrepreneurship. It’s essential to feel comfortable with failure, she asserts. “Persistence is key. You will fail many times, but it’s the only means to success – it’s how we learn. Be comfortable with this.” And don’t hesitate to act on your ambitions, she adds. “There will never be a perfect time – if you wait for that, you’ll never start. Be brave! Most of the boundaries to starting are in your head.”
Seven years after she opened her first store in Auckland’s High Street, Nicole’s own persistence continues to pay off. The current challenging economic environment has compelled her to identify opportunities for business improvement – and she relishes the positive changes that have occurred as a result. “When you are in a tough environment, it forces you to look at every facet of your business and find a way to make it better or leaner,” she notes. With two stores already in Auckland and one in Christchurch, the designer is now eyeing further expansion within New Zealand. “This is truly a year of change for us as we grow and put more frameworks and automation around what we do,” she reflects. “Change feels uncomfortable when it’s happening – but great once it’s complete!”
EMAIL
CIE@AUCKLAND.AC.NZ
POSTAL ADDRESS
THE UNIVERSITY OF AUCKLAND BUSINESS SCHOOL
PRIVATE BAG 92019, AUCKLAND
