Two Years of Josephine

Two years. It still feels surreal to write that.

When I launched Josephine in 2023, I had no idea where this journey would take me. Year one was about building the foundations — finding our voice, creating our aesthetic, and proving to myself that this bold leap was worth it. Year two has been about growing into those foundations, strengthening our community, and finding our rhythm as a brand.

I’m so proud of how far we have come, and I know with certainty that I could not have done it without you, our incredible Josephine community.

This year, I have been more intentional than ever, not just in our designs but in the way we run the business. I have leaned into what makes Josephine unique: timeless, oversized silhouettes, thoughtful fabric choices, and a slower, more deliberate approach to fashion.

The second year brought more challenges, but I tackled them head-on, knowing the importance of each one and how they help grow the brand. I am so proud of myself, the resilience I have gained, and how much I have grown both personally and professionally.

With challenges come incredible rewards, like welcoming new stockists, connecting with more beautiful women, and hearing their stories of how much they love the brand. Being featured in Fashion Quarterly, was a dream come true. To be recognised so early on by this iconic New Zealand publication was truly special.
I had the opportunity to travel around the North Island with Josephine, take part in amazing pop-ups, and collaborate with inspiring companies and influencers. It has been an incredible year.

I want to say the biggest thank you from the bottom of my heart. Two years in, I am still pinching myself. I am proud of the brand we are building, but more than that, I am grateful for the people who have helped us get here. Whether you have purchased a piece, shared our posts, told a friend about us, or simply cheered us on from afar, you are part of Josephine’s story.

As always, the biggest shout-out goes to my partner, my family, and my friends who are there through the highs and lows of this journey. I could not do it without you all.

Here’s to year three, to new ideas, deeper connections, and continuing to create pieces that you will love and live in for years to come.

Lucy x