MUSE BLOG

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Behind The Label: Amiya by Aimee Song

You likely know Aimee Song as one of the original digital style icons, but her latest venture, Amiya, is something more personal. As founder and creative director, Aimee has created a brand rooted in craftsmanship, quiet luxury, and timeless design—distinct from her social media identity.

 

We’re proud to be the exclusive stockist of Amiya in New Zealand and to share this considered collection with our MUSE community. Ahead of our upcoming trunk show, we caught up with Aimee to talk about building a brand with intention and designing for the woman who leads with ease and confidence.

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My MUSE | Leola King

If you haven’t been to Candela yet (our favourite Spanish restaurant, nestled on Auckland’s vibrant K’ Road) then trust me – it’s an absolute must. Founded, owned and operated by Leola and her fiancé Matt, Candela is a perfect combination of flavour and warmth, creativity and style. Similar, in fact, to our gorgeous muse herself!

Driven and passionate, Leola is a queen in the Auckland hospitality scene. Using her down to earth nature and sharp laser focus, her years of experience and dedication to her customers, Leola has worked tirelessly to create and elevate Candela, providing an atmosphere and experience that truly is second to none. Confident and classic with a touch of contemporary, Leola – and everything she touches – is pure class. We are proud to have her as a part of our MUSE community, and can’t wait to continue dining with her in exquisitely cosy style.

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My MUSE | Dr. Amelia Ryan
As a highly sought after Women’s Health specialist, a co-owner of a private gynaecology practice and a loving mum-of-three, Amelia brings a whole new meaning to the word busy. Following years of study, training and delivering babies, Amelia now channels her skills towards alleviating the pain and suffering caused by endometriosis – a condition that affects so many. When she’s not out there changing women’s lives, Amelia adores spending quality time with her husband and their three beautiful children.

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My MUSE | Jessica Durling
A long-time friend of MUSE (and of mine), Jess is everything you could want in a muse. A lover of art, storytelling and beautiful interiors, she feels most at home surrounded by creativity. She’s passionate and engaging, with a penchant for DIY. Determined and ambitious, with an inherent appreciation for beauty. Easy-going and inspiring, with a modern, understated style.

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My MUSE | Chloe Zara
When it comes to sustainable haircare, Chloe is queen, redefining the way we treat our locks one luxurious product at a time. An undisputed expert, Chloe has been creating magic with the manes of Auckland for two decades – and in 2020, after noticing a gap in the market for sustainable and effective products, she founded her iconic eponymous haircare range, Chloe Zara Hair, and people can’t get enough.

my muse

My MUSE | Michele Halliday-Szczepanski

An integral part of team MUSE, Michele has worked with us for three glorious years as our general manager and, more recently, our highly respected buyer. Having worked in the fashion industry for more than 20 years, Michele is a boss when it comes to all things style and has an exceptional eye for what’s next. 

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My MUSE | Zeenat Wilkinson

When it comes to incredible achievements, Zeenat really and truly takes the (delicious, saucy) cake.She’s studied at London’s Central Saint Martin, worked as a fashion stylist and editor in both London and Mumbai (for iconic titles that include Grazia India, Vogue India, Nylon US, Remix and Fashion Quarterly), relocated her life to New Zealand, founded and launched the revered digital platform SAUCE.

my muse

My MUSE | Stella Tetro

For anyone who doesn’t recognise her, Stella is a much-loved member of our very own team MUSE. Located in our Ponsonby Boutique (since the day we opened our doors in 2017), Stella works her magic as one of our incredible in-store stylists – putting her impeccable taste, exceptional eye and innate sense of style to good use.   

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My MUSE | Petra Galler

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My MUSE | Komal Nash

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My MUSE | Hannah Moore

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My MUSE | Beck Wadworth

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My MUSE | Rebe Burgess

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My MUSE | Meet Polly Markus