Lately, I’ve been reflecting on how much this space has changed.
When we began in September 2018, there wasn’t really a blueprint for what we were trying to build. There wasn’t a clear pathway for contemporary korowai design in the way we imagined it.
There weren’t many examples of how to bring together design, storytelling, education, social media, customer support, and cultural guidance in a way that felt both contemporary and grounded.
A lot of what we know now came through experience.
Through trial.
Through growth.
Through listening.
Through making mistakes.
Through standing firm when the path wasn’t always easy.
Nearly seven years ago, contemporary korowai looked very different online.
There were only a small number of businesses in this space, and most of what we saw was presented quite simply — flat lays, mannequins, and product photos without much storytelling or brand identity around them. There wasn’t a lot of education. There wasn’t a lot of behind-the-scenes sharing. There wasn’t a lot of conversation around design process, contemporary expression, or what this space could become. So we began sharing more.
We shared our designs.
We shared our process.
We shared the thinking behind our work.
We opened conversations.
We answered questions.
We tried to help whānau understand what contemporary korowai could be.
And in the beginning, that wasn’t always received easily.
In those early years, there was backlash.
There were people who didn’t understand what we were doing. Maybe the space wasn’t ready yet. Maybe contemporary korowai design challenged what some people expected korowai to look like. Maybe innovation simply takes time to be understood. Whatever the reason, those first years required resilience. We had to keep creating even when it felt uncomfortable. We had to keep educating even when it was tiring.
We had to keep trusting the vision, even without a roadmap.
Fast forward to today, and I see new contemporary korowai businesses beginning their own journeys.
And honestly, I warmly welcome them.
For a long time, this space felt quite lonely. So when I see more Māori creating, designing, starting pages, sharing their work, and finding their own voice, I feel proud. Proud that contemporary korowai is no longer something people feel they have to hide or justify. Proud that others can step into this space with more confidence than we had when we first began.
Proud that what once felt difficult to explain has now become more normalised.
Of course, with growth in any space comes competition.
But I don’t see that as a bad thing. Competition can sharpen you. It can challenge you to be clearer about who you are, what you offer, and where you are going. It can remind you not to become complacent. It can keep you honest in your pricing, your service, your quality, and your creative direction.
For us, it has also created space to evolve.
If others are now offering their korowai styles, that allows us to keep moving deeper into what makes Korowai by Hiria distinctive.
Custom design.
Exclusive patterns.
Collection storytelling.
Contemporary design development.
Larger-scale creative work.
Pieces for organisations, milestones, and spaces where korowai can be experienced in new ways.
Over time, we have learned that standing still is not the goal. Evolution is part of the work.
That is why we have developed our own exclusive tāniko band pattern and continue to explore ways for our designs to be recognised at first glance.
Not because we are trying to separate ourselves from others in a negative way. But because part of growing as a creative brand is knowing when to refine, when to innovate, and when to move forward. When more people enter the space, it encourages us to become even more ourselves.
More focused.
More creative.
More intentional.
I also think about what this means beyond our own business.
When Māori are able to create, sell their work, support their whānau, and build something of their own, that matters.
Whether their business becomes large or stays small, there is power in having a creative outlet. There is power in earning income from your own hands, ideas, and vision. There is power in being able to provide for your whānau through something that carries meaning.
That, to me, is tino rangatiratanga. Self-determination. Creativity. Independence. Whānau provision.
The ability to shape your own pathway.
So when I look at this growing space, I don’t only see competitors.
I see evidence that the space is expanding. I see more creativity. More visibility. More Māori realising that their ideas are worthy. More whānau having access to contemporary korowai that speak to them. And I see an opportunity for Korowai by Hiria to continue leading in our own way.
Not by trying to hold onto everything. But by continuing to evolve.
We have been part of helping contemporary korowai become more visible, more understood, and more accepted. That is something I am proud of. And now, as the space grows, our responsibility is not to look backwards. It is to keep creating forward. To stay grounded in our values. To honour our own design voice. To keep telling the stories behind the work. To continue creating taonga that help whānau stand in their mana. And to trust that there is room for many people to create, grow, and contribute in their own way.
Ngā mihi,
Hiria