BOSS LADY: Abbey Dickson

Abbey Dickson is the brains behind Christchurch’s Fashion Society boutiques. She shares the pivotal moment in becoming her own boss and the journey she has embarked on with Metropol Deputy Editor Nina Tucker.

Returning from a fleeting Sydney work trip just the day before, Abbey was wearing a chic Onte vest, straight-cut jeans, and heels in a hue that matched her top when I sat down with her. She’s the epitome of put-together, a mother juggling a thriving multi-site business with finesse.

Years spent working for high-end retail boutiques in Sydney, Australia similar to Christchurch’s Fashion Society stores, and her work ethic, which she thanks her parents for, saw her quickly climb the ladder. Little did she know, those years of commitment to the nine-to-five schedule would be the stepping stones to becoming her own boss. “I found myself in Sydney,” says Abbey.

Over a decade in the retail industry meant she had learned enough to take the leap. Abbey returned to her hometown, Christchurch, with her partner in business and life, Chris. While working at a local boutique, she discovered a niche demand in designer clothing she could tap into. “I saw a gap in the Christchurch market.” All Abbey needed was an opportunity.

Like a master of manifestation, the boutique where she worked, with one store each in Merivale and The Tannery, a factory, and a cosmic amount of stock, became available for her to purchase. Abbey rebranded, and with cemented connections across New Zealand and Australia’s fashion and buying landscapes, the process was an easy transition. It was meant to be. “I always knew [it would work],” Abbey says. She had a unique approach too, with no key performance indicators (KPIs) or cut-throat sales targets for her staff, and a goal to stock brands you couldn’t get elsewhere. One-on-one styling would be at the core of Fashion Society, offering transformative guidance that is seldom complimentary.

Abbey re-entered Christchurch’s fashion industry with vast knowledge and experience, yet she’s glad the fast pace of Sydney hasn’t followed her home. That’s not to say she doesn’t live a hectic lifestyle, sometimes working up to six days a week all while caring for their 18-month old daughter Frankie, who she says is “better for [the variety]” each week. “It’s always been full noise for us.”

Finding appreciation in a smaller community and clientele, Abbey cherishes the hours she can spend styling a client’s dream ensemble. It’s easy to forget, amongst the intensity of being a business owner, that Abbey has full-time access to a wardrobe thousands would envy. Myself included. She’s more interested in what those clothes mean, and the emotional transformation they inflict on her customers. “A lot of women do forget that clothes are so powerful,” she says, adding how gamechanging a full look with hair and makeup is.

Her profession and styling genius earned her a spot as a judge at The Crossing’s Cup Day Fashion Marquee in November. Although it was a huge leap outside her comfort zone, it was an unmissable opportunity for Abbey and Fashion Society.

Just under 12 months into Fashion Society’s metamorphosis, the pandemic hit. It presented a myriad of challenges, such as bringing in revenue and maintaining the beating heart of the business – the customers. With blurred vision of the forecast and a lack of customer feedback, Abbey bought and experienced a few ranges that fell short. She quickly adopted the ‘sink or swim’ mentality. “We’ve got to keep going,” Abbey told her partner Chris at the beginning of the lockdowns. “And we did,” she says. Given the investment, they had no choice.

She lists the countless obstacles in running a business, from the beginning when so many banks refused to support the investment, to adapting and adding or removing brands as necessary. They say high risk, high reward, and the reward for Abbey and her family has been monumental. Would she do anything differently? “I wouldn’t,” she says. “Everything is a lesson learned. The things that have gone wrong or changes I have had to adapt to have made our business more successful.”

Throughout our conversation, one thing is evident: Abbey believes she owes it all to her customers – but I know there is a lot of dedication and hard work behind her success too. “Our business is our customers,” she says. Each customer influences her style, buying processes, and growth. Everything happens for a reason, Abbey agrees, and it’s true. “We wouldn’t be here if we didn’t do what we’re doing.”

BUYING: BEHIND THE SCENES
Abbey has already completed most of her winter buying for 2025, and timeframes are just the start of what goes into curating the range you will find in a Fashion Society store. It’s a bigger headache than you think. She sometimes flies to showrooms in Australia for just one day, and is home to Chris and Frankie that evening.
Abbey describes a gorgeous leather boot on its way for winter, “so when I’m doing coats, I’ll make sure I’m connecting those colours. Everything that comes in needs to work for that season.” The fashion forecast? Wide cut jeans and chocolate hues. I can’t wait.
• Fit and function: Abbey tries on every single garment in showrooms across New Zealand and Australia, before deciding whether it deserves a spot in her collection. “It’s instinct. Fit, fabric, weight, colour combinations,” she says.
• Filling gaps: Consistently considering the gaps in her range to suit things such as the seasonal calendar, Abbey looks for new brands and pieces, such as black-tie and formal wear or more diverse sizes.
• Timelessness over trends: Abbey believes in good quality basics, and pieces that can be worn forever.
• Industry awareness: Staying up-to-date with established and emerging overseas brands, and movers and shakers within the landscape. “All I want to do is bring these amazing, incredible brands to Christchurch.”