Cultivating Kiwi Talent
Aotearoa is full of skilled makers and designers, and a Christchurch-based digital platform makes it possible to find and buy their products all in one place.
Clockwise: Ceramic tumblers by Hilary Cowburn, wellhandled.felt.co.nz.Hand carved tōtara coffee scoop by John Robertson, woodchisel.felt.co.nz; Handmade kete by Souly Fibre, soulyfibre.felt.co.nz;
Online marketplace Felt was founded in 2007 by Canterbury designer Lucy Arnold and has become a go-to site for finding high-quality products by Kiwi makers.
As Felt celebrates its 17th birthday this month, more than 1500 artists, designers, and craftspeople are selling their work on the site. Felt offers the chance to discover new and growing talent, buy beautiful, meaningful products, and make genuine connections with real people.
By creating a direct connection with local makers, Felt’s model means that your purchases directly support small business owners, who in turn provide for their families.
Christchurch woodworker John Robertson started his Felt shop, Wood and Chisel, in 2020 and has experienced that connection as both a maker and a buyer.
“I think most of us are surrounded by everyday objects that lack beauty and creativity. Things that we have no connection to. When you buy something handmade, you get the chance to invest in that person, and invest in their skill development. You know where it came from, what it’s been made with, and the skills used to make it. There is a closeness to the product that doesn’t come with mass-produced products.”
John’s business grew in classic Kiwi fashion, taking root in his garage. “We kind of decided it was a waste to park a car in a garage when that space could be used for something creative. So that’s where I work. It’s small, but it is amazing what can be done in a small space when you put your mind to it.”
“I was super happy when I got my first sale on Felt to a complete stranger in Wellington. It’s a nice feeling to sell to someone who is not a friend. You know then that someone values the work and isn’t just helping you out.”
Sterling silver sixpence and spoon handle bracelet by Orchid Blue, orchidbluenz.felt.co.nz
Plenty of Felt sellers share John’s story, their journeys often beginning with making beautiful things for family and friends, discovering a demand for their work, and finding a way to turn their talent into a business.
For this growing group of sellers, developing artisan skills requires time and dedication. Every purchase supports the cultivation of these talents, helping to retain them within our communities. This also contributes to building resilient communities connected with makers who create durable, repairable products, reducing our reliance on often poor-quality items and unreliable shipping during times of turmoil.
The team at Felt has seen a surge in support in recent years, as people reassess how they spend their money and the impact of their purchases. While buying locally online is convenient for shipping, the added appeal of shopping on Felt is that investment in the growth and resilience of the local creative economy.
Lucy explains that while one of Felt’s strengths is its digital presence, its true essence lies in connecting people with exceptional products.
“You can buy anything from anywhere right now, but so much of what’s available to us is just not sustainable. Things are manufactured on an inhuman scale. Buying from local makers may cost more, but there’s so much more value in the quality and human connection.”
Meet the Felt team and many Felt sellers in person at Winter Encraftment Market on 22 and 23 June at Pioneer Stadium.