There are designer clothes but that's not all, writes Amy Parsons-King.
Monday morning and the doors at Dunedin concept store One York are closed.
They will remain that way until Friday. This is not your traditional boutique.
The creative hub is an outlet for Mild-Red designer Donna Tulloch, says the woman behind the space, her daughter Brya Tulloch.
But after that the usual retailing assumptions begin to unravel.
Yes, it is the only New Zealand or Australian stockist of the entire range of Dunedin based-clothing label Mild-Red, but beside the clothing, jewellery and accessories, it exhibits and sells artworks by New Zealand artists.
It is not open conventional store hours: currently only on Fridays or by appointment.
At One York you won't find pushy sales assistants lurking, pressuring for a sale.
Instead customers are encouraged to relax in a homely ambience.
Lastly, the designer of the clothing isn't some elusive figure you never meet, as Donna works from the premises and is often on hand to offer styling advice and expert knowledge on the garments.
As the daughter of a fashion designer and the artist Paul Tulloch, it's no surprise Brya has followed her parents into the creative industries by deciding to open the boutique/gallery.
However, it was never her intention to work in the fashion industry.
''Design is in my blood, it's in my family's blood, but I didn't go down the fashion path because it was just too obvious. My mother's a fashion designer and I took some time to branch out and do my own thing,'' Brya says.
Brya returned to Dunedin two years ago with her husband Johnny and young family after living in Sydney for the past nine years, and it was on her return that she joined her mother at Mild-Red.
Initially Brya was designing handbags for the Mild-Red brand.
But it wasn't long before she recognised the potential for a retail space for Mild-Red and other designers and artists to sell their work, something Donna says wouldn't have happened without Brya's influence.
''Having a retail outlet for Mild-Red was something I would never have pursued without the help of Brya and Johnny. Without Johnny's business experience and Brya's understanding of what's expected within retail, One York wouldn't be open,'' Donna explains.
One York is very much a family business, with Brya coming up with the concept, her husband Johnny consulting, Donna stocking her label, Paul exhibiting his artwork and Donna and Paul's son Scott Tulloch responsible for the original redevelopment of the space that is now home to the boutique.
The store, which is located at the back of the Mild-Red building, was once a Baptist Church.
That part of the building was in a state of some disrepair, so needed to be completely renovated before it could be used.
''A lot of structural work has been done. We've made a new entranceway, reconcreted, redone the brick work, we've done the trellis work, completely landscaped the courtyard,'' Donna said.
The rebuild has resulted in a light and spacious area, featuring beautifully polished beech floors, elaborate internal doors imported from Morocco and a private paved patio and landscaped garden.
While some garments hang conventionally on clothes racks, standout pieces are displayed like artworks, enabling them to be admired for their impeccable design and craftsmanship.
Works by artists, other than Paul hang from the walls, ornate wearable sculptures by Graham Bennett are scattered about and jewellery by local designers such as Debra Fellowfield and DarkBlack sits displayed in a glass cabinet.
Being surrounded by all this inspirational artwork reminds visitors One York is much more than just a clothing boutique.
Brya and Donna see One York as a work in progress that will constantly evolve and grow and plan to introduce homewares, a menswear label and work from other clothing designers, jewellers and artists in the near future.
The versatile space will also be used for art exhibitions and other creative events.
''One York is a destination. It's a creative space and about feeling good and enjoying fashion and exploring how you can wear things in a relaxed environment,'' Donna said.
''We're lying somewhere between a concept store and boutique and want to offer a unique experience to our customers.''
One York is located at 1 York Pl, Dunedin and is open from 10am-4pm Fridays or by appointment.
It will also open exclusively this Saturday from 10am-2pm. One York is currently taking submissions from designers and artists.
