contemporary korowai

Weaving culture, community and connection: Contemporary Korowai Designs

Contemporary Korowai Designs is more than a business - it is a story of whānau, resilience, and cultural pride woven into every thread. Based in Wainuiomata, Lower Hutt, this family enterprise has grown from humble beginnings into a nationally and internationally recognised creator of contemporary korowai (Māori cloaks), winning Best Small Business at the 2023 2degrees Wellington Region Business Awards

The journey began in 2016 when Brenda Janes’s daughter, Jade, started crafting korowai to support her young family. What began as a side project quickly gained traction through word of mouth and social media.

Recognising the demand, Brenda expanded the vision, transforming it into a thriving business. From working in her lounge to a purpose-built workshop at home, the team now produces up to 40 orders each week, delivering across Aotearoa and overseas. Brenda employs four staff and credits much of their success to strong local support.

Korowai are increasingly sought after for life’s most meaningful moments - births, weddings, graduations, birthdays, and tangihanga. Customers are drawn not only to their beauty, but also to their accessibility, enabling more people to connect with culture and celebrate identity.

“Our goal was to make korowai more accessible without losing their meaning. These taonga should be worn and celebrated, not just admired,” Brenda says. “Whānau is everything, it’s the foundation of our business and the taonga we create.”

This philosophy has attracted a diverse client base, including commissions from the Ministry of Foreign Affairs and Trade, with korowai gifted to embassies worldwide, and even popular Australian television programme Home and Away.

As demand has grown, so has the product range. Alongside korowai and tāniko headbands, the business creates framed korowai wall art, carved taonga, pōtae hats, and detailed dolls dressed in korowai - now popular gifts, especially among tourists. Expansion into retail stores is on the horizon.

Despite growth, Brenda remains committed to her community, supporting local initiatives, contributing to maternal mental health services, donating korowai to hospitals, and volunteering locally.

“Everything we do comes back to people. We’re proud to uplift our community one feather at a time.”

LOCATION: 50 Wellington Road, Wainuiomata

SOCIALS: @contemporarykorowaidesigns