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Made in the Shade

Summer’s Selections: Made in the Shade

With a heatwave predicted, Made in the Shade is prepared. Ali has stocked up with lots of gorgeous, cool, breathable natural fibres – cottons, silks, viscose, and loads of lovely linens. “Last year the cool-to-wear linen pieces were flying out the door during the long hot summer.”


Made in the Shade


Bittermoon has brought linen stories to their collection, as has Ping Pong, with flattering dresses with pockets. Almost too good to be true, the modern natural linen-look does not need ironing. Last summer at the Beckenham boutique, it was also all about the Made in Italy collection – with romantic pieces that flatter and float over the silhouette.

As well as the much-adored local labels, such as Anne Mardell and Optimum’s cotton knits, there are Ali’s famous European faithfuls. The perfect-fitting Lisette L pants from Canada have feminine, versatile patterns and plains – unique to the label.  This summer is particularly exciting, with feminine colours and prints such as turquoise, coral, navy backgrounds, ditzy-print and spring-garden florals and bold tropical blooms – and in contrast, chic and stylish plains. Colour is getting creative, as in the striking new Matisse dresses.


Made in the Shade

“Cute bomber jackets, in summery fabrics, like lace, are back in vogue – great to jazz up a dress. And most labels have introduced an easy, relaxed fitting, with styles to suit every shape,” Ali says.


All personality types and age groups will find a new favourite at Made in the Shade, 151a Colombo Street, Beckenham, open Monday-Friday 9:30am-5:30pm and Saturdays 10am-4pm, or visit


Made in the Shade

Beckenham’s fashion central: Made in the Shade

Welcome to the new revamp at Made in the Shade – here it’s impossible not to find the perfect outfit, with new stock of the best labels arriving daily. It has become a busy little shop – Beckenham’s fashion central!

Made in the Shade


“Optimum Knitwear has been our great success,” Ali says. It has pride of place in the entranceway. It’s 100 percent non-pilling cotton and I can order any style in any size or colour.”

A large rack is dedicated to the sumptuous Simply Linen range. Made in Italy, it’s non-creasing, no-iron, wash and wear luxury. Pants are wide and floaty or fitting this season, she says. The latest stripes look great with high waists. Canadian-made quality Lisette L pants are so feminine, and perfect-fit NYDJ jeans can also be ordered to size.

“Whether you’re out for a coffee or at a wedding, Anne Mardell’s dresses, tops and pants always look beautiful, especially teamed with a little jacket.”
Bittermoon dresses are of soft, draping fabric, with great sleeves and a flattering empire line. And Black Stone is another well-loved label.


Made in the Shade


“Sharon, Marion and myself know what will suit everyone that walks through the door. A regular customer recently said: Oh, you are naughty Ali, I only came in for one thing!

Nevertheless, she left very happy with a beautiful new wardrobe. It’s creating a story, where everything co-ordinates.”

Made in the Shade always has sale items and a 70 percent-off sale rack, while the Zsiska handmade jewellery adds that eye-catching finishing touch.

Browse amongst the brights, prints, plains and florals at 151 Colombo Street, or

Phone 03-332 1238.


Made in the Shade

All about knitwear: loving the winter fashions at Made in the Shade

Made in the Shade is a boutique filled with fabulous New Zealand and European labels that make dressing up in winter a pleasure.

Made in the Shade

From jazzy detailed cardigans and colourful capes, to slinky jerseys in possum and merino, it’s all about knitwear this season. Optimum Knitwear is what Made in the Shade is famous for and Ali has been taking calls from Tauranga to Timaru for this iconic brand. “You can choose a style from the rack, our catalogue, or online and we’ll order it in any colour or size. It will arrive in three or four weeks. Made of 100 percent of the softest, finest merino wool, there is absolutely no pilling.”
Ali has coordinated her clients’ wardrobes for more than three decades and Sharon has a skilful eye for styling. Now, Marian has joined the close-knit team after her 25-years’ experience at Untouched World, a premium brand in natural fabrics. “We’re are getting a lot of compliments about Marian’s service and expertise.”

Made in the Shade Ali says winter is the time to invest in versatile outfits that take you from office to evening – from Anne Mardell and Bittermoon’s spectacularly designed dresses, through to gorgeous Italian-linen pieces. The perfect fit of NYDJ and Lisette-L pants team exquisitely with gorgeous winter tops and jackets.
A 70 percent sale of head-turning summer outfits is still going strong – for those running away to warmer climes.
Made in the Shade has easy parking and is easy to find at 151a Colombo Street, Beckenham. Opening hours are Monday-Friday 9am-5.30pm and Saturdays 10am-4pm or visit

Made In The Shade

Flattering fashion: Made In The Shade is delighted about their new arrivals this Autumn

Made in the Shade is a boutique brimming with a colour wheel of flattering fashion – in natural, breathable, fabrics.

Made In The Shade Made In The Shade

“This season’s Optimum Knitwear has arrived and includes the ‘coffee-bean top’ with contrasting cuffs and collar,” owner Ali Donn says. “Clients often say ‘I love that style but would like perhaps a different colour’ so we order it for them. They can browse their website or our Optimum lookbook.”
“It’s all good fashion fodder here – with a twist,” she says. “Pretty prints, bling cardigans – so cute and different. There are lots of blues, textures, twin sets and stripes, and scarves to match. We can help you choose and organise your entire winter wardrobe from go to whoa. And we advise clients when their favourite collections arrive!”
From Canada, there is the Gabby Isabella collection, with feminine detailing from lace-embellished jerseys to floral quilted jackets, and also the lovely Lissette-L pants. NYDJ jeans’ winter range has landed, and timeless New Zealand-made Anne Mardell dresses and tops come in adorable patterns in sizes 8 to 18.
When Ali was a youngster, her favourite saying was “I’m made in the shade” – meaning I’m cool, home ‘n’ hosed. And that’s how she likes her clients to feel – relaxed and comfortable. “I buy in what’s easy to wear, and what fits and hangs beautifully. You just put it on and feel great.”
Made in the Shade, 151a Colombo Street, Beckenham, open Monday-Friday 9am-5.30pm and Saturdays 10am-4pm or visit