Truly

Truly, a sweet blend of owners’ Trish and Julie, is a Gisborne boutique designer store housing a well-curated selection of brands from both Aotearoa and further afield. And in a place where surfwear is the default uniform, it’s a refreshing shopping experience for those looking to elevate their everyday wardrobe with something a little more à la mode.

For a petite store, Trish and Julie do an impressive job of offering a joyful mix of colours and styles, with a particular focus on threads tailored to the region’s laid-back vibes and sunny climate. There’s bold outfit combos for those who love to make a statement as well as timeless well-made pieces destined to look just as good in 20 years’ time. The relaxed and inviting atmosphere also creates the perfect environment for those wanting to break away from their ‘safe clothes’ and find something that makes them feel 10/10. 

Browsing through the racks, you’ll stumble upon local favourites Penny Sage, Josephine, Ovna Ovich and Marle (just to name a few) mixed in with Assembly Label, Second Female, Nice Things and many more brands from further ashore that aren’t easy to get your hands on in Gisborne, let alone New Zealand. 

Since 2018, Truly has been a key fashion destination, giving locals the opportunity to experience a boutique in-store experience without needing to resort to online alternatives. With apparel to jewellery to accessories, you can thank this local gem for keeping the town looking truly great from top to toe.