Liz & Ann-Maree of Found
Liz and Ann-Maree share more of a sisterhood than a partnership—an undeniable bond grounded in complete trust, inviting each of their strengths to flourish. Their store is a byproduct of the fun and friendship that they share, now a community outlet for likeminded Hamilton creatives. Known for their raw authenticity, we delved further into the realities of retail, growing an in-house brand and of course—their favourite things to eat at Made.
“We've experienced plenty of highs and lows together, but one thing we've always shared is a willingness to dig in when things get hard. We genuinely care about each other, our team, and the people we serve, and I think that's what carries us through.”
How did Found come about? What inspired the two of you to create Found together?
Liz: I've always loved vintage and second-hand shopping - my journey really started during my time working at Recycle Boutique. Annie quickly caught the bug too, and she has an incredible eye for vintage. At the time, reselling through Instagram was growing rapidly, and Annie brought the idea of creating a retail space that combined beautifully curated vintage pieces with a celebration of New Zealand designers and creators. We wanted to create a space where people could come and discover something new - somewhere they could try things on, touch and feel the products, and experience the excitement of finding something unexpected.
We had even booked a trip to Melbourne for inspiration, but then COVID hit. Suddenly we found ourselves at home with all the time in the world to plan this venture we'd been dreaming about. We followed our gut and when the opportunity came up to take on a retail space in a premium location (Riverbank Lane), we knew we couldn't let it pass us by. Looking back, it was one of the best decisions we ever made. Having a physical store completely changed the game for us. To this day, we still love our little store and the connections we've built with our customers. Creating a space where people can discover, connect, and feel inspired remains at the heart of everything we do.
How has the store evolved since opening?
Liz: In so many ways! Our first space featured a fitting room that was essentially a round clothing rail sticking out into the middle of the store. We were climbing over each other - and occasionally our customers - just to get things done! It all added to the charm though. We had no storage, so every day we carried stock through town, bringing in treasures we'd discovered on online marketplaces, Instagram shops and rural op shops across the country.
From the beginning, we were reaching out to brands both big and small. Emailing labels before we even had a logo, simply sharing our vision and the concept behind Found. Looking back, we didn't have much to stand on except our passion and belief in what we were creating. Some of those brands said no at the time, but years later came back and approached us about stocking them - Incredibly rewarding.
Today, we stock a carefully curated mix of local and international brands, and we've created fitting rooms that are intentionally beautiful because that's where we spend so much of our time styling and connecting with customers. The experience matters just as much as the product. That said, some things haven't changed. We're still carrying boxes up and down stairs and making things work behind the scenes. I suspect that part of retail never really goes away. While we no longer have a dedicated vintage section, that love of vintage remains deeply embedded in how we buy, style and curate. It's still part of our DNA. And who knows - perhaps one day we'll bring back a special vintage selection for our original Found community.
What’s it like running a business together? What strengths do you each bring to Found?
Ann-Maree: We’re very lucky in that our strengths complement each other really naturally. I tend to gravitate toward the bigger picture - brand direction, design, buying and where we see Found and ANNIE evolving creatively while Liz has an incredible eye for styling, customer experience, communication and the way the brand comes to life day to day. There’s a huge amount of overlap between us too, which is probably why it works. We both care deeply about product, people and the overall experience of the business, just from slightly different angles.
Liz: We have a shared passion for what we do and extremely high standards for what we want Found to be. Over the years, we've learnt to trust each other's strengths, stay in our own lanes, and back each other completely. We've experienced plenty of highs and lows together, but one thing we've always shared is a willingness to dig in when things get hard. We genuinely care about each other, our team, and the people we serve, and I think that's what has carried us through. Even as we navigate growth and think about how to scale the business, it still feels incredibly personal to us. We want to stay connected to the people who walk through our doors and the community that has supported us from the beginning.
Ann-Maree’s creativity, vision and buying are a huge part of what makes Found what it is. She has an incredible eye, isn't afraid to take risks, and is one of the strongest women I know. What I admire most is that she will always find a way forward, no matter the challenge. My strength has always been people. I love sales, styling, building relationships, and helping women find confidence through what they wear. I also love having a team around me and watching people grow. The magic really happens because Ann-Maree finds and creates the pieces, and I get to help bring them to life for our customers.
Talk us through your buying process, what are the thresholds most important to being stocked at Found?
Ann-Maree: We’re really intentional with buying. The biggest question we always ask is: would this genuinely work in our customer’s wardrobe and life? We look for pieces that feel wearable but still interesting. We love strong silhouettes, natural fibres, texture, pieces that style well back with existing wardrobes and brands that have a really clear point of view. We’re also very conscious of overconsumption. We don’t want to buy just for the sake of filling rails. Every brand and piece has to earn its place. A strong brand identity is really important to us too. We love labels that feel considered and have longevity rather than chasing trends.
Found has created such a community around it - was this always the intention and how did it come about? How does the community element play into the success of the business?
Ann-Maree: Community was always important to us, although I don’t think we realised just how big a part of Found it would become. We’ve always approached the business from a relationship-first perspective. We genuinely love people and love helping women feel good in what they wear. Sure, there’s absolutely a place for online, but as life becomes more and more remote, connection still feels incredibly important. That’s a huge part of why we believe so strongly in having a brick-and-mortar store. People want more than just a transaction, they want conversation, experience and a sense of belonging. A lot of it has happened organically through consistency. Showing up every day, being ourselves online, remembering customers, spending time styling people properly. We’ve built a really lovely customer base now, and we get just as much out of these relationships as our customers (friends) do!
Liz: It is everything. Style and clothing are incredibly personal, and sometimes quite vulnerable, so we never take that trust for granted. For us, sales has always been a long game. We'd much rather a customer walk away empty-handed knowing we were honest with them than buy something that isn't quite right. When we do find that perfect piece, they know they can trust our advice completely.
We have a very loyal community of people who show up every Friday for our Style Sessions. They catch up, mingle, meet new people, and my favourite part is seeing connections happen between them in store. Customers will often help each other style pieces, offer opinions, and celebrate each other's finds. I always joke that they could probably work for us - they know the brands and the Found feeling better than we do sometimes! I think that's when you know you've built something special. The success of Found isn't just about the products we sell - it's about the people who walk through the door and make it feel like a community.
ANNIE is your in-house label - tell us, how did it come about and what does the design process look like?
Ann-Maree: ANNIE came from wanting to create pieces exactly as I imagined them. After years of buying for stores, you start seeing the gaps, the piece you wish existed, the fit you can never quite find, the fabric you want used differently. The brand is very grounded in future vintage dressing. I want the pieces to feel timeless, slightly nostalgic and designed to be worn hard and kept for years. The design process usually starts with fabric or a silhouette. I collect references constantly - vintage garments, interiors, films, old photographs, music, even people I see in passing.From there it becomes a lot more technical. Working with pattern makers, fittings, refining proportions and making sure the garments feel good on real bodies is a huge part of the process.
What are each of you gravitating towards at the moment in terms of fashion?
Ann-Maree: ANNIE, of course, haha. But honestly, that makes sense. We’re designing pieces because we can see what our customers are genuinely looking for and what’s missing from their wardrobes. Winter is such a fun time for that too. Everyone starts reassessing their wardrobe and working out what they need - from good under layers through to coats and outerwear. There’s a real practicality to dressing at this time of year, but it’s also when people seem most excited about fashion. Denim is always a huge one for us too. We’re not really rigid with trends or rules, it’s more about finding what works for our customers, their lifestyle and how they actually want to wear clothing.
Liz: When I'm buying for myself, I always think about whether I'll wear something multiple times a week and style it in different ways. What's the fabric? Is it natural? Will it stand the test of time? I don't tend to look to trends - I make sure a piece stays true to my personal style and ask myself one simple question: do I feel confident in this? But there's also another side to me - the pieces I just need. I can't always explain it. It's often vintage, an incredible fabric, or a silhouette that genuinely makes me gasp when I see it or try it on. Sometimes you just fall in love with a piece and there's no rationalising it. If I love it, feel good in it, and it either unlocks a new way of dressing or helps me wear what's already in my wardrobe differently, then it's a yes from me.
What is the biggest challenge in owning a retail business today?
Ann-Maree: The pace. Retail has become incredibly fast and customers are exposed to constant information and product online. There’s also a lot more pressure on independent businesses financially. I think the challenge is staying clear on your identity while still evolving. You have to know exactly who you are and why people choose you to spend their hard earned money! We don't take that for granted. We want our customer to be happy! Always. At the same time, running a physical retail business requires wearing a hundred hats every single day. Not going to sugar coat it - it's a lot! But incredibly rewarding. I love what I do.
How has the retail landscape changed since you started?
Ann-Maree: Customers shop very differently now. People are much more informed and intentional with purchases, which honestly we see as a positive thing. There’s less blind consumption and more thought around quality, versatility and value. Social media has also changed retail massively. Customers want transparency and connection with the people behind a business. There’s definitely more importance placed on experience now too. That’s probably why our styling side of the business has become such a big part of Found. Customers really value having someone help them work out what suits them, what’s missing from their wardrobe and how to actually wear the pieces they’re buying in everyday life.
What does the future of Found and ANNIE look like?
Ann-Maree: We want to continue building Found as a really strong destination store while growing ANNIE in a thoughtful way. With ANNIE, the goal is to keep refining the brand identity and expanding the collection while maintaining the integrity of the product. We’re really excited about continuing to create experiences and building even more around community, styling and events. Ultimately we just want to keep creating things that people genuinely connect with.
One piece of advice you’d tell yourselves on the day you opened?
Ann-Maree: Don’t worry - it won’t always feel this hard, haha. It’s definitely been a challenging time to grow a retail business, so I think we’d probably tell ourselves to trust the process a little more and our instincts. Some of the best decisions we’ve made have come from backing our gut and leaning harder into what makes Found different. And don’t underestimate how important consistency is. The small things repeated over time are what build a brand.
Quick Fire:
Candle or incense?
Ann-Maree: Candle
Liz: Candle… Need that moody light
Vintage find or new season piece?
Ann-Maree: Both!
Liz: Both!
Dream buying trip destination?
Ann-Maree: Somewhere in Europe! Gosh anywhere, I'd take it!
Liz: Japan or Italy
Favourite soundtrack in store at the moment?
Annie: 90's nostalgia
Liz: Can't pick one but we love a bit of Sade!
Market mornings or dinner parties?
Annie: Dinner parties
Liz: Dinner parties
On your Made wishlist at the moment?
Annie: Comfort food from Pasta Paradiso
Liz: A seat at The Green
Favourite thing to eat at Made?
Ann-Maree: Açai from Soul Boul - slightly obsessed
Liz: Well ok.. The list goes on. Banana Bread from Soul Boul, Ham Sammy from Volare (Also their weekly special soups lately - YUM, If it's a super cold day I love the Pork Ramen at Omo Omo and crumbed olives at Reggies of course a vino from Amphora to top it off.....
