Amelia McKenzie was inching through traffic on her way to athletics training in 2023 when she decided to start a business – a moment that would quickly grow into the now-thriving Vanilla Lane Cases.
The Pakūranga College student began designing and selling smartphone cases, building a website and securing manufacturing while balancing school and sport. It has since earned global recognition, including GirlBoss’s Digital Impact Award, cementing Vanilla Lane as a standout young Kiwi success story.
“I started with a small Etsy store and just a few phone cases but everything changed when I posted my first TikTok video,” Amelia tells Verve. “Overnight, it reached 100,000 views and 10,000 likes. A few days later, another video reached over 330,000 views, and within a month, one surpassed two million views! Now, Vanilla Lane reaches people all over the world.”
Was there a specific moment when you realised that you’d started something so substantial?
It wasn’t one single moment, but rather a series of achievements. Things really took off when I won the NZ Girlboss Award for Digital Impact and became sponsored and recognised by Harvey Norman. After that, I was featured in publications such as Vanity Fair, Vogue, and Glamour. Over time, these milestones made me realise that Vanilla Lane had become something much bigger than a small business it had grown into a brand with real impact and reach.
Running a global business at 16 is extraordinary – but it’s also a lot of pressure. How do you manage any feelings of stress or overwhelm, especially in the era of social media?
Social media can be both an incredible opportunity and a source of pressure. I’ve learned the importance of stepping back when I need to, setting boundaries, and reminding myself that growth doesn’t have to happen overnight. Sport has helped me manage stress by giving me an outlet, and I try to stay grounded by focusing on why I started in the first place. I also remind myself that not every day has to be perfect. Balance and selfcare are just as important ambitions.
Your Case for Cause collection supports Youthline New Zealand. Was there a personal moment or experience that made youth mental health something you wanted to actively support?
I’m very aware that a significant number of young people struggle with their mental health. Youthline stood out to me because they provide support during some of the most vulnerable moments in a young person’s life. Being able to give back through Vanilla Lane felt incredibly meaningful, and supporting youth mental health is something I care deeply about.
One of the biggest things that holds young people back is fear of failure or fear that their idea isn’t good enough. You’ll never know unless you try.
What has sport taught you about mental resilience that’s helped you in business?
I’ve been involved in athletics since I was four years old. While it’s something I’ve always loved, it hasn’t been without its challenges. Athletics is an individual sport, which means you carry the weight of both success and disappointment alone. It taught me that even when things don’t go to plan when you don’t perform how you hoped, you still show up the next day and keep going. That mindset has translated directly into business. You keep pushing for that first breakthrough. Once you reach it, everything builds from there.
What advice would you give to other young people interested in entrepreneurship?
Just start! Don’t wait until everything feels perfect or until you’re no longer scared. One of the biggest things that holds young people back is fear of failure or fear that their idea isn’t good enough. You’ll never know unless you try. Every mistake is a lesson, and every small step forward matters more than waiting for the ‘right time’.
Finally… what’s next?!
Product-wise, we’d love to expand into iPad and MacBook cases. Beyond that, giving back will always be a huge part of Vanilla Lane. We’re aiming to launch another fundraiser like Case for a Cause later this year to continue supporting the New Zealand community. I’m incredibly grateful for the love and support Vanilla Lane has received. It’s truly changed my life, and I feel privileged to use the brand’s international platform to give back to my home of New Zealand. If we can inspire even a few people or make a positive impact creating a ripple effect, then that’s something I’ll always be proud of.
