Designed by Jane herself, the store is welcoming and modern, showcasing garments amongst the neutral black, white and grey colour scheme with industrial metal fittings.  The metal elements in the store have been designed by Jane in collaboration with a talented master of metalwork.

Jane Daniels says the Parnell store has developed loyal clientele over the years but it has been a dream of hers to showcase her eponymous clothing label in Ponsonby.

"When this boutique became available I knew it would be the ideal space to pay homage to our luxurious fabrics that create unique fashion forward pieces.

"All of our garments are made locally and this new retail store has given us the opportunity to start with a blank canvas, creating a back drop for our collection that does justice to the quality of the clothes," says Jane.

The new store is home to Jane Daniels' latest collection, Summer 2014/15.

"The inspiration for the collection was about capturing the 'essence of summer'. Summer makes me dream of the colours of the ocean and tropical fruits. Lustrous silks in painterly prints compliment this season's colours of melon, iris, Capri blue and sea green," says Jane.

The collection includes dresses with soft lines and draping with a 50's influence; the 'biker' jacket in silk georgette and organza; a leather biker with a vintage finish in soft German leather.

Japanese styled draping and origami aesthetics are present throughout the collection with a number of layering pieces in silks as well as a new lightweight Italian wool gauze.

With a personal endeavor for authenticity and integrity, Jane Daniels has developed close working relationships with a selection of Europe's finest fabric mills. Interestingly, the fabrics sourced for her New Zealand collections are selected from the international fabric fairs preferred by luxury fashion brands. Jane's point of difference is that she is able to use her textiles a season ahead of the international brands on the global market.

Jane Daniels' collections offer interchangeable garments that can cater to any wardrobe whether your needs are corporate, occasion wear, edgy industrial or smart casual.

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