Small clothes, big story

Pictured above: Jane McAllister with one of her granddaughters.

When Jane McAllister began sewing baby clothes for her 10 children, she never imagined she was laying the foundation for her business legacy. Now with 14 children, 29 grandchildren and a loyal international following, her brand Dimples has become a household name in Kiwi-made babywear.

For more than three decades, Dimples has been dressing New Zealand’s youngest generation in garments crafted with a focus on sustainability and enduring quality.

Jane McAllister founded Dimples in 1992 at her kitchen table in Auckland, originally designing and sewing clothes for her children. She was frustrated by the lack of quality babywear and the high cost of buying new garments.

“I had friends who saw what I was making and said, ‘You should go into business.’ Eventually, I thought, maybe I should.”

Raising her children while building the brand in her spare time, Jane began by making hand-embroidered baby berets and gradually expanded into full outfits.

For many years, the business operated from Jane’s home in Titirangi, where the second lounge became a makeshift production hub and stockroom.

“We soon had to do an extension – adding  on downstairs. Lucky we had a big house,” she laughs.

Her first products were stocked by a local Titirangi shop, Julienne’s. Soon after, Ballantynes and Smith & Caughey followed suit.

Eventually, the need for more space and the desire to properly showcase Dimples’ beautifully made garments led to the opening of the brand’s first store in Newmarket in 2006.

“It was a proud milestone. I never really wanted to do retail, but I had so many beautiful products. I wanted a space to show them properly.”

The original 60sqm store has since expanded to a 400sqm flagship space in the same area, with another store opening in Christchurch in 2021.

Family values

The Dimples story is about more than baby clothes – it’s about a family united by purpose.

From the outset, Jane chose to grow Dimples organically. She refused to borrow money, instead using personal savings to purchase fabrics and reinvesting earnings to allow the business to support itself at every stage.

“It’s never been about the money. It’s been about the passion. And I am always full steam ahead in everything I do.”

As the business grew, so did the team. Starting with Jane’s daughter, Felicity.

Felicity began by helping with hand embroidery while pregnant with her first child, and today she manages operations, accounting, and the warehouse team.

“She’s absolutely fantastic at what she does. She’s been a staple of the business from the very beginning.”

A pivotal hire was General Manager Donna Gillespie who joined after  managing Dimples’ production at a sewing factory.

“There were things I wasn’t good at: Emails, inventory systems, strategic planning and Donna brought all of that with her,” says Jane.

Together, Jane, Felicity, and Donna form a close-knit leadership team with complementary strengths.

Dimples has also adapted to the growing importance of e-commerce, building a strong online presence and embracing digital advertising and influencer marketing.

“Twenty years ago we used to advertise in newspapers and magazines. Now, you’ve got to be on Facebook, Instagram and Google. It’s just the way things are,” says Jane.

She remains hands-on with the creative side of the business, personally handling brand photography and often featuring her grandchildren as models.

Big on longevity

Dimples garments are still proudly made in New Zealand using fabrics that are gentle on babies’ skin, such as merino and organic cotton.

Longevity and quality remain at the forefront, with many families passing the garments down through generations.

Jane says that making baby clothes involves a lot of nuance: Safe sleep, breastfeeding compatibility, nappy-friendliness, breathability and comfort are all essential considerations.

“We’re not about disposable baby clothes. Our clothes are still being worn 20 years later. A friend who bought Dimples for her children is now dressing her grandchildren in the same outfits. That’s how long they last.”

To cater to a broader market, the company also offers a secondary brand, Little Bee, which is produced offshore but upholds the same high standards.

“It’s still organic, still quality. We don’t cut corners. We pay fair wages to our staff and don’t mass produce.”

Jane’s passion is especially evident when it comes to the in-person shopping experience.

Dimples’ retail environments are designed to be calm, supportive spaces for parents.

Donna says that many baby stores have a “supermarket feel”, and are overwhelming, with cluttered shelves and impersonal design.

Dimples takes a different approach.

“You can take your time. Sit down. Breastfeed if you need to. If you’re pregnant and your feet are sore – come in and just sit down. A lot of women say that they just spend ages in there simply enjoying the environment,” Donna says.

Jane says that same care extends to customer service. All staff are highly trained, and some are specialists in car seat fitting – a technical and important service for new parents.

Tough times don’t last

Like all businesses, Dimples has faced its fair share of challenges. Economic downturns and increasing international competition have required the team to stay nimble and strategic.

Jane remains ever-optimistic and ever-practical.

“There’s always going to be something: Recession, inflation, politics – you name it.”

Donna agrees, noting that the team always emerges stronger.

“You actually work twice as hard during a recession. You’ve got to push harder, think outside the box, maybe run more promotions than you’d like.”

Despite the hurdles, Dimples is focused on the future. New store locations are in the pipeline, the website is being revamped, and further investment in innovation is on the cards.

“We’re always thinking about what’s next. You have to be. There’s always a solution – you just have to find it,” says Jane.

Even though she is gradually taking a step back from daily operations, Jane continues to shape Dimples through design, development, and creative leadership, ensuring the legacy she stitched together continues to grow with purpose, integrity, and love.