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Nicole Looker Photography 2B Ian Rotherham

Magazine Story 15%

Bachelor of Applied Visual Imaging UCOL - School of Photography, Art, and Design


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Jo James tells us what its like to own her dream business Recycle Boutique; the home of Palmerston North’s best vintage and second hand fashions Words and Photos Nicole Looker

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A bright pink sign hangs outside of 154 The Square, Palmerston North. The small store is filled with merchandise; racks of clothing, shoes, and accessories, the home to someone’s trash, soon to become a new owners treasure. Owner Jo James, who grew up in Hawkes Bay, had always been creative; she has always loved fashion and would spend hours op-shopping, trawling through racks to find the item of clothing she was looking for. She attended the Massey University School of Design which brought her to a job at Recycle Boutique in Wellington. Eventually she became assistant manager of the Wellington store. In 2008 she moved to Palmerston North for love and in June the next year she opened her own Recycle Boutique store. Jo, who recently married her aforementioned love and is about to go on her honeymoon, tells me about her love of fashion, vintage clothing and what its like to own her own boutique.


“there’s nothing like trawling through racks, finding stuff that no one else has”

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Jo, who is today dressed in a vintage black dress, multi-coloured patterned blazer, and navy Dr. Marten boots she says she lives in, with her ‘cotton candy’ pastel pink hair sits across from me in a small French café in Coleman Mall as she tells me about her love of fashion and her ever-changing style. At the moment she’s loving the look of feminine dresses mixed with punk/grunge elements, but says she will always appreciate good 1950’s era vintage clothing. She loves what she’s wearing to be unique, and to wear things that others wouldn’t ever think of pairing together, which means getting first pick of clothing that’s brought to her store has become one of her favourite perks of the job. Transitioning from working at a boutique to owning one was a huge change for Jo. She says there are a lot of things you just don’t think about, but that being able to work in the fashion industry, the freedom of owning her own business, and being her own boss makes all the hard work that she encounters worth it. “You can even dye your hair pink”. http://www.recycleboutique.co.nz


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Recycled Style  

Photography Assignment; create a mock magazine article

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