Aotearoa’s ‘Business For Good’ turns 15

Thousands of makers at Felt.co.nz collectively make more than $1 million in sales every year.

New Zealand’s largest online marketplace for locally made goods and gifts has its 15th birthday this June. This creative hub of craftsmanship has ensured thousands of New Zealand makers have a platform to connect with customers, and in turn, their own businesses are thriving.

Felt is a one stop shop, where you can buy direct from Kiwi makers, 24/7. One visit will show you everything from jewellery and art, to homewares and toys. Your Felt purchase could very well be made by the passionate artist next door or a work-at-home parent. It could be the side hustle of a self-employed designer, or the project of a retired carpenter with intricate woodworking talents. All the makers on Felt, from hobbyists to full time professionals, have one thing in common – the joy of selling their creations to an ever-growing audience of appreciative buyers.

Felt’s shoppers can browse thousands of items, converse with local makers, and work with them on bespoke items. These conscious shopping choices mean buyers can feel good about investing back into local communities. Shopping on Felt is a chance to find something truly unique, with traceable origins.

Elizabeth Berge opened her Felt shop, Zippitydoodah, in 2009 and can attest to its impact. “It makes a difference to little New Zealand maker businesses that celebrate every sale. During Covid my Felt sales kept me afloat financially when retailers were shut, and markets cancelled.”

Founded in 2007 by Cantabrian creative Lucy Arnold (pictured above), Felt is still proudly New Zealand owned. The past 15 years have shown that Aotearoa clearly backs the ethos behind Felt; buying beautiful, high-quality products direct from the maker. In Felt’s infancy, Lucy personally emailed individual craftspeople to invite them to join Felt. A decade and a half later, makers on Felt collectively make more than $1 million in sales every year.

Reflecting on the journey, Lucy recalls a firm intention of ‘steady, organic growth’ for Felt.

“I was lucky enough to see the opportunity, and I loved the idea so much – it resonated with me on so many levels. Felt was never going to be a short-term thing for me. I have always seen it as my chance to make a difference, so even when things were really hard, it wasn’t an option to give up.”

The Canterbury quakes presented a significant challenge, while further obstacles came in the form of rapidly changing technology, increasing competition, and being early to market.

“In retrospect, there were changes that needed to happen in the world and the way people thought – about technology, consumerism, the environment, social issues – before Felt began to make headway in the mainstream. And that has really been quite recent.”

The team behind Felt believes that craftsmanship should be nurtured and valued. “Felt supports makers in making an income from their work, and continuing to develop and hone their skills. By buying on Felt, you’re nurturing local creativity, and celebrating Kiwi ingenuity. That’s an epic way to shop!”