By Te Ahua Maitland
It’s a big risk to open a retail store in a small town, but Nicola Waea loves a challenge.
Her shop, Ironic, is the newest retail business in the South Waikato town of Tokoroa. The store sells homeware, clothing, gifts and florist and opened in May, down what was once a thriving one-lane street. Today, there are noticeably many empty shops around the town and Waea is trying to change that by bringing back life and face-to-face interaction.
“I wanted to bring back communication and interaction, so people coming into the store and not ordering everything online,” she said. “No one walks around town any more, and that’s a challenge that all small-town stores face.”
Some have said she’s crazy – but Waea knows if it doesn’t work out, she’s at least given it a shot.
Nicola Waea wants to bring back communication and interaction.
“I am a risk taker and I felt our town deserved something like this,” she said. “You see similar stylish shops in Waikato, such as Cambridge, Te Awamutu, Matamata, and I thought there was definitely a market for one here.”
The store sells everything from fresh flowers to candles, baby items, artwork and jewellery. It also has a website. People no longer have to head out of town after work to the nearest Hamilton, Rotorua or Taupō for last minute gifts.
Waea had heard many people complain that there was “nothing” in the town, so she hopes those people utilise the shop and choose to support local businesses.
The town’s main shopping precinct, which runs alongside the main highway, SH1, is undergoing a $4 million makeover. Construction began in March on the road, parking and walkways and there will be new plaza area for visitors and locals, public toilets, Talking Pole artwork and 100 car parks.
Waea sees the CBD development as only a positive thing and hopes the makeover will help promote the town and encourage people to support local.
Waea is no stranger to owning her own business and likes to not keep her eggs in one basket. She owns a painting business, Y-R’s Painters, and The Sign Shop, a graphic design store. She has seen the ups and downs of small-town businesses over the years, from strikes out at Kinleith Mill to changing seasonal work. But they’ve always adapted and made it through.
“It’s hard work with all the businesses, but I am passionate about helping out this town. I would love to see more shops and more people taking risks. Even if there were more shops like Ironic – competition is not a bad thing, it’s constructive. There is money in this town and we just have to change our mindset.”
