Discovering hidden gems is always such a delight when travelling abroad, wandering around the back streets in search of something truly authentic. Just because our travel plans this year are on pause, doesn’t mean we can’t have the same experience closer to home. Itria, a new store tucked-away upstairs at 255 Broadway provides just that treat.
Specialising in luxury womenswear from Brazil, Itria is run by mother and daughter team, Sabrina and Gabriela. Located in 255 Broadway, opposite Mark Beckett Diamonds, Itria’s collection of garments and accessories are stunning with gorgeous fabrics and styles – very high end – from Brazil, the store also boasts a collection of bags to die for.
Sabrina Ferrari (Italian-French) – the powerhouse behind the store, was brought up in Brazil around all the creativity that surrounds fashion – photography, visual arts and jewellery design. Both her mother and grandmother were stylists and had their own labels. The artisanal skills of producing fashion items was passed down through her family, which has made opening Itria with her daughter ever the more satisfying.
It is through her close connections with the creative community of her heritage, that motivates Sabrina to make a social and economic contribution towards the Brazilian community with Itria. One hundred percent of the store’s stock comes from brands with female founders, with a material footprint that leads to the wider community. Stocking brands that have a strong sense of responsibility also makes the items available very exclusive.
There’s no risk of anyone else wearing same as you! We sat down with Sabrina and asked for her take on fashion in New Zealand, what it’s like working with family and where the name Itria came from;
What do you think our fashion industry needs?
Colour! I love colour, I would like to see more brighter colours and cheerful clothes in New Zealand. All the clothing we are bringing in for women, you can wear bright or bold, they’ll work within the office and at social occasions, they are versatile and practical. I’m not into fast fashion. I like timeless quality products. Next year we hope to manufacture clothes here in New Zealand.
We want to support local industry where possible. Next year we hope to manufacture clothes here in New Zealand. We want to support local industry where possible.
You work with your 25-year-old daughter Gabriela, how did the decision to go into business together arise?
My husband Alan, who is Kiwi, and I have been together since 2006, living in Brazil until 2018. We then decided that it was time to live in New Zealand. After some social projects in New Zealand, I was looking to do something that combines healing and creative elements. That’s how Itria arose, it’s a store that supports women in disadvantaged communities, some of the brands we stock specifically support Brazil, Peru and Ecuador.
Gabriela – Gabi is an artist and singer; she is very sensitive with a good eye for aesthetics. Like me, she is also concerned and engaged with social causes and the social good. The decision to work together was a natural one. I come from a large caring family, working together in this way is not unusual.
I believe that fashion is very human, it is how we live and feel, and is a strong form of self-expression. Every woman deserves to feel unique.
Your new boutique is called “Itria”, what is the story behind that name?
It’s pronounced ‘E-tree-a’, the name comes from my grandmother’s heritage, she was an inspiring woman, elegant and strong, and came from Valle d’Itria in Italy. The store’s name pays homage to her.
What is the story behind the store’s décor?
I designed all the furniture using natural and recycled materials like wood. I like to repurpose material; I’m not interested in disposable things.
How would you describe your personal style?
I tend towards items that are casual and comfortable with a flash of glamour. I have a penchant for beautiful things.
