2004. Nada calls home... "so, you know how I'm a physiotherapist living in London "... "yep"... "well, I’m coming home to start a fashion label in Wellington?"..."well, how ‘bout that!”... “will you help get me started?”

2009. Fast forward five years, Nada has fashion school behind her, Jo Learmonth spent a couple of years shoring up the foundations and has now moved on to her family life in Stewart Island. With stores in central Wellington and Petone, deNada has become a favourite of Wellington women over 30. It's been a fast and fun ride – we began in Wellingtons Fashion HQ Business incubator, graduating in 2007 as the first and only apparel business in the scheme to reach the New Zealand Trade and Enterprise high growth targets.

Nada designs two collection of street-savvy and vibrant garments each year. Producing over 4000 items annually, deNada has become known for the colour and pattern which define the label. Our customers consistently tell us that we provide great styling advice and guidance; more and more we hold styling sessions to further impart our help and knowledge.

deNada has branched into leather handbags and fabric accessories. We have a loyal following, send a regular newsletter to thousands (and counting) of happy customers, have a schedule of regular art exhibitions and have aligned ourselves with the international charity Dress for Success. There are big plans lining up and best of all we are having the time of our lives.

The deNada team is close knit and without a doubt one of the great assets of the company. Outstanding stylists in their own right, each one of the team weaves her or his skill and a vibrant personality into the fabric which is the deNada culture. It is a true delight that deNada started as a two-pony gig and has grown into a posse.