Māmā and Makers
Whitney Nicholls-Potts: Kia ora Joelle. I am Whitney, nō Ngāti Kuri au, he uri au mō Muriwhenua hoki. Kaputī studio has been going for about six years. I’ve got two babies, Wiremu and Frey. I live in Whanganui at the moment.
Joelle Holland: Kia ora, ko Joelle Holland ahau. He uri tēnei nō Tainui, Tuhoe, Ngāti Porou me Ngati Whatua ano hoki. I’m the proud owner and creator of Hawaiiki Pēpi.
What is the story behind your pakihi?
Whitney: I founded Kaputī studio when I was on maternity leave. It was at a point in my life where I’d been working in the Whānau Ora and innovation space and being inspired by that, but also looking for something to be able to work with the rhythms of being a māmā as well, knowing that I wanted to have more than one baby. That can disrupt a woman’s career. I started a market stall with my friend, Whitney; we both had babies.
My big boy is six and a half. He’ll be seven in March. And so he’s been on this journey the whole time with me growing and developing this kaupapa. Kaputī Studio has grown from a passion for tea and a passion for kōrero. Part of the story has been learning te reo Maori, building that into the kaupapa.
This has culminated in this beautiful space in Whanganui where we can offer various products, like pukapuka, made by kaupapa Māori businesses. Many of them are dear to my heart, people you learn from and share your stories with. A cup of tea holds space for that kōrero. So that’s a bit about Kaputī Studio; it feels like the beginning.
Pukapuka and tea match so well together. I’m excited about the future of Kaputī Studio and to visit the space myself.
Joelle: I am a 26-year-old wahine Māori born and raised in South Auckland. I recently graduated with my Te Aho Tātairangi: Bachelor of Teaching and Learning Kura Kaupapa Māori. I am a Māmā to two beautiful pepi, Ivy-āio and Ryda Hawaiki. As a wahine Māori and māmā, the two most important parts of my life came together to create Hawaiiki Pēpi. I am passionate about my culture, language and people, ko te reo te mauri o te mana Māori.
Hawaiiki Pēpi is a Māori-owned pakihi that creates Māori designed pēpi products. The aim is to enhance identity, whakapapa and pepeha through our products and build strong, confident and proud Māori.
My main vision for Hawaiiki Pēpi is to create proud and unapologetic Māori. And as you said, Whitney, you’ve been on this journey with your son, which is relatable for me too. Hawaiiki Pēpi started when I was hapū with my first pēpi.
I struggled to find pieces that shouted to the rooftops, ‘I am Maori, and it’s my superpower’. As soon as she entered this world, I wanted that to be mirrored in my little puku pēpi, so I started working hard to get things moving for Hawaiiki Pepi.
Gosh, it’s so beautiful that both of you started your businesses with your first pēpi and that they’ve grown along with you on that journey. I love that.
What is a rewarding moment you have experienced as a business owner, and what gets you going when you’re not feeling inspired?
Joelle: Something I’ve found rewarding is the feedback from our customers. One of the messages a Hawaiiki Pepi whānau member sent us about our blankets: ‘This reminds me of my nanny and the tāniko that she used to weave. My nanny has passed away, but seeing these designs on your blankets makes me happy.’
I was very emotional when I read that because what a beautiful and intimate feeling to share. I am so grateful for the relationships I have created since starting Hawaiiki Pepi. That was a rewarding moment for me. I got another message from another Hawaiiki Pepi whānau member who said she would keep one of our blankets as a family heirloom and use it for her mokopuna. These messages keep me going and give me that extra push.
Then, the self-development and growth that comes with running your own business. Learning new things, the ups and downs and the experiences and opportunities presented to me through being a pakihi owner are infinite. I am thankful.
For many of us, we’re creating what we would have liked around us when we were growing up as pēpi or tamariki. We’re bringing these products to life so our whānau can be surrounded by their culture.
Whitney: I just love to hear that. So often it’s coming back to our grandmothers, and, you know, holding space and passing on those intergenerational taonga to our babies, these designs and art objects.
Many of the rewarding moments have been iti, and that’s what’s made them so special. Seeing my kids play, making a cup of tea together, out in the garden foraging. They are replicating the kaupapa, which has been one of the biggest rewards.
Growing up, my mom was a solo mother on the benefit. So the day that I could buy my son’s expensive glasses using my business card was a rewarding moment, just to be like, oh, my gosh, I’ve made this a real job for myself. As well as, you know, things like taking them to the zoo. That’s rewarding because I didn’t have financial security growing up.
I love that. I’ve always thought having a pakihi can be a form of sovereignty because you determine your hours. I’ve talked to mothers who work and feel guilty leaving the office early to pick up the tamariki. We are building pakihi so we don’t have to juggle being a mother and mahi.
Can you share a hurdle you’ve encountered in your pakihi? And what tools do you use to help navigate them?
Whitney: For me, it’s the ups and downs of business. You only get out what you put in. And when you’ve got babies with extra needs at certain times and other stuff, you don’t get to spend the time on the business. And that’s basically when things start to fall away.
Also, the self-confidence journey. When you’re starting a business, you’re putting yourself out there. And when you’re passionate about what you do, you’re always concerned like, oh, do people like this? All sorts of things go through your mind.
When you’re on a good day, you’re like, I’m passionate about this, and I’ve made all these beautiful connections. I guess the way I’ve overcome these hurdles, self-doubts, the inability to show up some days, because of, like, whether it’s like a mental health moment or that my baby needs something. The constant has been the why. It’s part of my journey, part of my reo journey, part of my journey as a mama. It’s just something that I’m not able to give up.
When you’re feeling down, you will often get good feedback like Joelle was talking about, or you will get an email or opportunity. It’s the only thing that sometimes keeps you going.
Joelle: When I think about this question, I think of the many hurdles we have overcome to get to where we are now. Trying to give your all to your pakihi, grow your business, and look after your mental and physical health, your baby, and everything else that comes with it are hard.
I studied full-time, worked while I was pregnant, and had both my babies and started Hawaiiki Pepi, so time is precious to me. I have missed out on many things because of all the kaupapa I am a part of. Nonetheless, I work hard to show my pepi and our people how special they are and that they can do anything. Anything that they put their minds to.
There are two whakataukī I want to share: kāore te kūmara e kōrero mō tōna ake reka; the kumara doesn’t brag about its sweetness. Which is to be humble. And on the other side is kauae e mate wheke, me mate ururoa. That’s encouraging you not to give up and to take every opportunity.
Running a business where you put yourself out there and celebrate your success, I’m often torn about whether this is showing off. Should I be humble about this? Can I celebrate this? I struggle with that. I try to push through but have since realised that not everything needs to be shared. To keep some of these wins private.
Whitney: You touched on something I also need help with. Showing up on social media to promote the business and products.
With social media, some days are easier than others, like Whitney said about the ups and downs. Some days, I feel good about it. Other days, I’m like, oh, no, I don’t even want to look at social media. So, I’m still working through that.
One tool in my kete is role models. Miria Flavell with Hine Collection stands out in their space because they’re big on social media and just putting it out there.
Joelle: Sometimes I’m like, is that cringe? Then I’m like, you need to post it, girl, and I’m stuck in between. So sometimes I do it. And other times, I’m like, I’ll look at it next week.
If we don’t tell people about our products, our customers can’t find them. Imagine if the wahine who gave you that fantastic feedback couldn’t find your blankets for her pēpi. By putting ourselves out there, we can help the people we want to through our businesses.
Your businesses interweave te reo and your Māoritanga, from tī and pukapuka Māori to toi Māori pēpi products. Was that a deliberate choice?
Whitney: I just wanted to. I think you’re right when it comes to role models. That’s a significant influence. And also, Joelle with the whakataukī. I always go back to whakataukī when I’m unsure, which is all the time. I love that you guys pointed those out because there are so many fantastic role models out there that we can look to when we’re having those moments of doubt.
I feel lucky to be in this space, and this time, because growing up, I saw my dad, who always stood firm but had to navigate a different world and fight harder. Even though he’s been natural the whole time about it, I know we’re so lucky to be supported by this incredible network.
Joelle’s kaupapa is about being proud Maori; I want my babies to be proud. For me, it came from a feeling of not fitting in. So Kaputī Studio was born out of not knowing where my space was once I’d started standing in my truth, being on my true haerenga, and knowing who I was after being educated in Pākehā spaces. Kaputī Studio has been a natural progression in carving out my own space.
When creating a space, others in the same boat are drawn to it. An example for me is my sister. I know going to Kaputī Studio and having a kōrero with you as another māmā on her te reo journey was something she was missing. By creating these spaces, we make them for others.
Joelle: As Whitney said, being a wahine Māori in business is natural. I’m still finding my way; I was privileged to go to kōhanga reo and kura kaupapa and experience that, which I appreciate. A lot of kaupapa connect to being Māori: doing kapa haka, mahi taiaha, looking after your marae, attending Māori kaupapa, speaking or learning our reo. Hawaiiki Pepi, for me, is another way to express my passion for our culture. Being in this space is amazing, networking and meeting other wāhine business owners. Most of them happen to be māmā, too. Māmā are amazing. They can do anything.