Our Labels: Lemon Tree

Lemon Tree Design is a women's fashion label inspired by a modern laid-back sense of style, an easy-going attitude, and a positive outlook on life. Established in 2013 by Sue O’Kane, a third-generation designer from Newcastle, England, Lemon Tree Design reflects Sue's extensive background in fashion, ranging from constructing garments in her parent’s factory, designing, and educating students at New Castle College to working for renowned fashion brands such as Laura Ashley and Ted Baker.

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Upon relocating to New Zealand and gaining insights into the NZ fashion industry, Sue recognized significant differences in garment cost, quality, and value. Fueled by passion and a commitment to providing Kiwi women with timeless, high-quality fashion at affordable prices, Lemon Tree was born.

From its humble beginnings with one woman in a small understairs cupboard, Lemon Tree has experienced rapid growth. Now operating from an office space with a larger team, Lemon Tree Design is a predominantly female team that celebrates women, aspiring to provide them with clothing that empowers them to feel their best every day.

Lemon Tree Design believes that every woman deserves to look and feel her best every day. The collection comprises a designer capsule wardrobe crafted from effortless mix-and-match staples, featuring quality fabrics and prints. Tailored with the Kiwi woman in mind, each garment undergoes rigorous quality standards to ensure it is made to be loved and last.

"My customers inspire me. It is the lady who walks into my stockists, sees a Lemon Tree garment hanging amongst many others; she is attracted by what she sees first. She feels the beautiful fabric and looks at our incredible quality. She is already visualizing where she will wear this outfit, on a special occasion, an overseas holiday, maybe a lunch with friends or the BBQ this weekend. She flips over the label and realizes it's easily within her price range, making her next decision very simple," Sue says, talking about what inspires her designs.

Sue's Style Rule: There are no rules. Clothes are like art; you don’t need to explain it to anyone – If you like it, wear it. Be confident, with your style at all times.