Shop by Appointment: Rein

by Georgia

In the past, private appointment-only shopping experiences have been reserved for those who could afford to shop with a stylist. Like the likes of Gucci and Louis Vuitton have operated this way for many years, to encourage VIP’s to spend up large in store. The “by-appointment only model” has had vast success overseas, a service that’s not just restricted to high-end shoppers. Now one kiwi entrepreneur, Gabrielle Oldfield, is changing the game right in our own backyard. 

After working in fashion retail for brands like Superette, Gabrielle headed to New York City to study Fashion Business at renowned college Parsons, before founding Rein. Studying fashion business Gabrielle says, “it helped me find my niche. I felt like there was a gap in the retail market (in New Zealand).”

Rein, a curated clothing boutique was founded to empower women through fashion, bringing together a collection of world class brands. The brand started it’s life as a pop-up store in Parnell in 2019, showcasing effortless style and high quality. Flourishing into more than just a pop-up, Gabrielle continued Rein online before moving into their new permanent Parnell location for an appointment only service.

With popular brands such as Friend of Audrey, Bec & Bridge, Nakedvice and capsule REIN collection, its no wonder the service it getting off without a hitch!

Customers are able to book half-hour or hour slots for a personalised shopping experience. Coming in for a concierge service, guests are able to enjoy one-on-one time with a stylist, ask questions and try on garments in a relaxed, luxury setting.

The online booking system, available at, asks a series of preliminary questions, to gauge the clients style, size and preference. When the customer walks through the door a pre-curated wardrobe is ready for them to try on, as well as other items throughout the store. 

We can’t think of anything we would rather do than browse beautiful clothing whilst sipping on sparkling water, coffee or for those more inclined, a glass of wine. 

To book, or to shop online, head to

Words: Georgia Rose                                                                                                                                                 Images: Rein

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