Celebrating International Women’s Day with Rickie Dee.

This International Womens Day we’re putting the spotlight on our very own Rickie Dee.

Businesswoman, Style Icon and Mother of three, Rickie Dee is the woman who does it all. She is both an inspiration and a force. Well known and admired for her impeccable style, Rickie is the definitive tastemaker and trend-setter. She’s the expert on how to live and dress well – all while taking on the many roles she has to play. Alongside co-founder James, she has built a successful fashion empire and celebrates 20 years in business this year. Superette now encompasses eight stores, an ever growing online store and 110 staff throughout New Zealand.

How does it feel to be celebrating 20 years in business this year?

I am beyond excited and super proud of where we are in the business today. Starting out at an early age was really beneficial for us. We were so young – there was just no stopping us. There were never any thoughts of ‘what if this doesn’t work’ – that just wasn’t an option. We were so determined to make it work and twenty years on I still love coming to work each day.​

What are some of the challenges have you had over the past two decades with owning Superette?

There’s always challenges with owning a business and you definitely learn as you go. That was definitely the case starting the business at 21 years of age – we were very much self taught. In the beginning it was about coming up with the capital to start the business and then finding those brands that were willing to stock us at such an early stage. More recently, the pandemic has also obviously been a challenge – for everyone! There’s certainly no rulebook for Covid. Our team has been amazing and we really couldn’t have done it without them. Each department has really stepped up in the ways that they need to. Everyone is working really hard behind the scenes.

You’re a busy mumma and business owner, we imagine it can be hard to juggle work and life! How do you balance this day to day?

It’s probably one of the biggest challenges! It’s also a huge credit to the people around me. I couldn’t do it without my partner and my Superette team around me. I make sure that I finish work at a certain time of day so that I’m at home for the kids after school and for homework. I also make sure I’m not always pulling out my laptop and working when the kids are at home. It’s the biggest juggle I would say. Every working mother has that motherly guilt and it’s hard to find that happy medium as to what is right and what is wrong and what is too much and too little. We’re now 20 years deep and I’m still doing my best to figure it out.

What are you most proud of?

Watching my kids grow each day into the driven and inspiring personalities that they are. Also, growing my first baby ‘Superette’ into the business that it is today. I’m proud to have such an amazing team around us and still working in the business we love 20 years on.

What does fashion mean to you?

Fashion to me is a way of expressing yourself and how you are feeling in that moment. If you feel comfortable in what you are wearing it’s the best confidence booster.

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