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Dimples History

Dimples History…

The idea for Dimples began in 1990 after a friend suggested to Jane that, perhaps her children had more than enough clothes and instead needed to start her own business. With her father as a role model to running a business Jane was able to get started in developing her brand. By 1992 the company was formed and soon began to attract attention.

Jane was encouraged to create her initial range of Dimples in the form of baby berets which were introduced into exclusive retail boutiques throughout New Zealand. All the berets were cut, sewn and hand embroidered by Jane herself. When the demand increased, Jane enlisted her ever willing mother, Patricia. “We’d even send the hats down to her while she was on holiday in the South Island”.
As orders increased so did the layers of fabric. The first big development was investing in a ‘timeShop front newmarket - Copysaving’ cutting machine. As you can imagine balancing 14 children and a business can be quite hard. Jane recalls a day when things were not running to plan; children were sick and needed extra tending to while she had the added pressure of a big order needing to be filled. With babies being juggled and children calling from all corners of the home, the promise of ‘time saving’ was shattered when she cut through the cord of her investment. Never one to give up, out came the scissors resulting in the first fulfilment of her first big order.
Ideas for fashion ranges started to form and since then it has just been a progression. It soon went from asking shops to stock Dimples to now shops asking if they can stock Dimples. The clothes are selling themselves with their classic, timeless designs; and signature hand embroideries. The most recognised one being the Dimples Bee.
Once Dimples was stocked in retail shops throughout New Zealand and the website was up and running, in 2006 Dimples by Jane Anne opened the doors to their Newmarket, Auckland Store.  The boutique boasts the most extensive range of Dimples Babywear as well as a selection of top range baby product brands. We introduced an exclusive Dimples Organic Skincare range in which is 100% New Zealand made to ensure they are gentle to baby’s skin.

Today, the Dimples Boutique is a busy hub providing customers with essential product information and our clothing range has expanded with over 200 designs today.  The business has become a real family effort with several of Jane's daughters working for Dimples and a constant supply of grandchildren as models. We have kept our promise in delivering you 100% New Zealand made baby products, made with high quality merino and cotton fabrics, to ensure your baby is warm, safe and comfortable in the first years of life.

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Our customers are very important to us. Dimples are dedicated to providing our customers with a superior level of service. 

We are always delighted to hear from you, whether it be feedback on a particularly satisfactory experience or if our service levels or goods have not exceeded your expectations.

Email us at

For personal customer assistance : 09 523 4161
Week days 10am - 5pm

For wholesale enquiries : 09 360 2000


14 Kent Street
Phone 09 523 4161

Open 7 Days
Mon - Friday 10am - 5pm
Saturday 10am - 5pm
Sunday 10am - 4pm