As a business grows, people often see the finished result.
They see the collections.
They see the milestones.
They see the achievements.
What they don't always see are the values that sit behind every decision, every challenge, and every step forward. For me, those values are not something that exists only within Korowai by Hiria. They guide how I live, how I lead, how I raise my children, and how I move through the world. Because I believe that who we are behind closed doors should be the same as who we are when people are watching. Walking the walk matters.
Building a business teaches you many things. It teaches resilience when plans don't go as expected. It teaches patience when growth takes longer than you hoped. It teaches humility when challenges arise and strength when you're called to keep going.
Over the years, we've experienced challenges that tested us in ways we never expected. Like many whānau businesses, we've navigated uncertainty, changing circumstances, family commitments, competition, and the highs and lows that come with building something from the ground up.
The pandemic was one of those moments. Life events have been another. There have been times when the easier option would have been to stop, change direction, or compromise on what matters most. But values provide an anchor. They help guide decisions when things become difficult. They remind us who we are and what we're building.
One of the things that matters most to me is integrity.
When we create taonga that become part of life's most significant milestones, there is a responsibility that comes with that. These pieces are worn during graduations, celebrations, achievements, weddings, and moments that will be remembered for generations. That responsibility is not something I take lightly.
The mana you carry into your work becomes part of what you create.
The care.
The intention.
The respect.
People may not always see it, but they feel it. Every korowai carries a story long before it is worn.
There is another layer to this journey that means a great deal to me. When I say "we", I am talking about my whānau.
Every design that leaves our studio has been created by myself or Ava Jaye. Every collection, every colourway, and every contemporary design has been developed through our own creativity, hands, and shared commitment to the kaupapa that guides us. Nothing has been outsourced. There is no large production team behind the scenes.
What people see today has been built through countless hours of learning, creating, refining, and believing in a vision that did not yet exist. For me, this journey has never been solely about building a business. It has also been about passing knowledge forward. Not only business skills and entrepreneurship, but the values that sit alongside them — aroha, tikanga, resilience, integrity, and the understanding that what we create should always carry purpose and meaning.
As a parent, one of the greatest privileges is being able to create alongside my children and watch their confidence, creativity, and leadership grow. Those lessons cannot always be taught through words alone. They are learned through experience.
Through showing up.
Through perseverance.
Through creating.
Through service.
In many ways, Korowai by Hiria has become a vehicle for passing those lessons from one generation to the next. That matters deeply to me.
I am proud that we have taken the time to source our own materials, develop our own designs, and create collections inspired by kōrero, pūrākau, and whakapapa.
Not because it is the easiest path. But because authenticity matters. Every collection carries a story. Every design begins with intention. Every piece reflects the values that shaped it.
When someone chooses one of our korowai, I want them to know that it was created with care, integrity, and a genuine connection to the stories that inspired it.
The truth is, there was no blueprint for what we were building.
When I began this journey, there weren't many examples of contemporary korowai design being created in the way we envisioned it. There wasn't a roadmap showing us exactly how to do it. Much of the journey has been guided by instinct, creativity, and a belief that there was space for something different. A space where contemporary korowai design could exist alongside support, education, and guidance. A space where whānau could feel welcomed into the process. A space where people could connect with designs that reflected both who they are and where they are going.
When I look back now, I can see that many of the experiences throughout my life were preparing me for this path long before I realised it.
The lessons.
The challenges.
The setbacks.
The opportunities.
At the time, they simply felt like life. Now I can see how each experience contributed to the journey I am on today.
More than anything, I think about the example we leave for the next generation. My children are watching. My whānau are watching.
The way we respond to challenges.
The way we treat people.
The way we conduct ourselves when things are difficult.
Those moments matter.
Because we're not only building a business. We're building something that we hope will outlast us. Not only through the taonga we create, but through the values, knowledge, confidence, and opportunities passed to the generations that follow.
At the heart of it all is a simple purpose:
To help people stand in their mana.
To create taonga that honour identity, celebrate achievement, and connect people to something bigger than themselves.
That purpose continues to guide everything we do. And it always will.
Ngā mihi,
Hiria