Wellington giftware retailer Cranfields has opened its second store despite the challenging current economic environment. 

Located on College St, the new Cranfields store has opened almost 30 years since the first store opened on the capital’s Golden Mile. 

“Surrounded by other independent businesses, Cranfields College St has given us the room to grow, explore and create a more playful and quirky space,” says owner Nicola Cranfield.

The opening may seem counterintuitive to what most retailers are doing as Covid-19 is still impacting business and the economy. However, Cranfield says the brand is able to survive during this tough time – by doing the opposite of what is expected. 

“I’d made the decision to open the College St store at the start of the year, before the full impacts of Covid had really hit,” Cranfield said. 

“We opened [our first store in 1991] at a time when Wellington was well and truly in the doldrums. It was a cardigan town. There was very little optimism, but there were many of us independent retailers and craftspeople who were keen to push on and not compromise on quality.”

The launch coincided with the Absolutely Positively Wellington campaign, which according to Cranfields “was a war cry for Wellingtonians to pull together and get the city out of its funk”.

Besides its offerings from international brands, Cranfields also stocks more items from local brands, such as Wellington-based jeweller Zoe Porter, support New Zealand creatives. The company often stocks products not available anywhere else in New Zealand – providing they do not conflict with New Zealand suppliers.