149A Victoria Street
Monday - Friday: 10:00am - 5:00pm
Saturday: 10:00am - 4:00pm
Jane Daniels is the founder and creative force behind the eponymous label she created in 1986.
British born, Jane had won many fashion design awards before starting her own successful accessories business at 19.
She graduated in graphic art in Auckland, but intent on making a career out of her passion for clothing design, she set a course for London where she was accepted into the prestigious London private fashion school established by the famous pattern maker Natalie Bray. Jane Daniels held down three jobs to fund her expensive tuition. In the face of financial strain, poor diet, and long hours, it was sheer determination that carried her through and she came out the other end a successful graduate ready to embark as a fashion designer in London.
Her mission statement was to build a reputation for elegant clothes of extremely high quality from European fabrics and she has developed enduring relationships with some of Europe’s best mills. “I make on the spot buying decisions when I visit Europe and the result is that we stay ahead of the game with new fabrics. As a result the fabric that goes into our garments is ahead of Europe and North American fashion.”