by Metropol | September 17, 2025 8:44 am
Sonja de Mari has spent the last 10 years of her career surrounded by New Zealand’s best of the best. Our most creative (leading fashion designers) and our brightest minds (scientists and researchers) – “it’s truly the most inspirational place to be”. Better yet, “Working daily on creating better outcomes for our community is a privilege,” she says. Breast Cancer Cure (BCC) is the only not-for-profit in New Zealand established exclusively to support research aimed at finding a cure for breast cancer.
Let me put it in perspective. Breast cancer affects one-in-nine New Zealand women over their lifetime and approximately two women die because of it daily. It’s the most common cancer for Kiwi women and the biggest cause of death for those under 65. This article is all it takes to be reminded of how this disease impacted someone you know or love.
Biddie Cooksley of Tuesday Label – a longtime supporter of BCC – told me in another project on the topic, “If it’s not in our family already, we know of another family who’s been touched by it. It has really long arms.”
The charity holds nationwide events and campaigns which rely on the generosity of the community and a ‘give and receive’ approach to raise money for breast cancer research. Sonja’s relationship with leaders in their field are critical – so fashion designers return to show their collections on the BCC runway or Michelin Star chefs agree to create culinary experiences.
Before that, she was skilfully producing shows at New Zealand Fashion Week – Sonja was well qualified to become BCC’s CEO. She creates up to nine charity events at different locations across the country on a yearly basis (luckily Sonja loves to travel). But how does one jet away and chase her dreams with confidence? It helps having a “hands on husband who has tagged me out of lots of jobs at home so I can achieve everything I have set out to tick off,” Sonja says. Oh, and two teen boys who can get themselves on the bus each morning. Husbands, sons – take note.
Each box Sonja ticks offers enormous personal satisfaction alongside the overarching purpose. “Nothing feels more satisfying than a stunning event where guests have walked away loving their experience, knowing we have just achieved funding for a brand new research project – it’s the best.”
Only research will find a cure – BCC’s initiatives play a key role in generating funding for life saving research. “It requires a very special team. Everyone in the team wears multiple hats and has an enormous capacity to stretch themselves across all of the different elements required to create our shows and events.” The buy-in from external bodies comes next: a volunteer board of directors, ambassadors, generous sponsors, committed patrons, fashion designers, researchers, loyal volunteers, individuals and businesses who donate to auctions and goody bags, and event guests and campaign customers.
“I refer to my team as having the combined energy of more than a 100 suns,” Sonja explains. “Our volunteers are often survivors of breast cancer who want better outcomes for future generations.”
YIN AND YANG
From falling in love with the clothes on the Fashion for a Cure runway to purchasing a tee designed with purpose by local fashion leaders through Tees for a Cure, initiatives cover a spectrum of ways to support. “Guests and customers receive an experience or product in return for their purchase and leave our events or wear their t-shirt knowing they have made an important, positive impact on the outcome of breast cancer research in New Zealand.”
Of the secret to their success, and to having a seat at the table in the charity space, Sonja says “Give and receive – this is the key. Donations and support aren’t faceless, they are celebrated.”
In the current economic climate, meeting fundraising targets is harder than ever, yet BCC’s bespoke nature affords its point of difference. “The extended recession has seriously impacted the public’s ability to commit to charities,” Sonja admits.
Is it tiring? Is it an overwhelming thing to endeavour daily to limit breast cancer’s fatalities? Is there an emotional impact that comes from pouring every ounce of one’s energy into a funnel you hope remains fruitful? Yes – although Sonja’s luminous energy and creative zest would have you think otherwise. Just like the experiences she’s found such success with, what keeps her spark alive is mostly intangible. “The relationships and friendships that both the fashion and charity worlds have created is something I will always treasure.” Her parents too, she labels her biggest cheerleaders. “Mum and Dad fly around the country attending the shows, supporting the charity.”
For someone as close to a perfect person as I’ve met, I asked Sonja if she’s ever experienced a ‘flop’ in her career. I should have known the answer was no, it’s a box she doesn’t plan on ticking – ever. Yet she has been tested at times and it’s not always glamorous going. “It turns out you cannot control the weather,” Sonja laughs of an outdoor event at Lake Hāwea Station earlier this year. “Sun and rain add a whole new dimension of risk and potential failure in addition to the multitude of things that could go wrong on the day.” The station hosted hundreds of people across two days thanks to the generous owners, vodka tycoons and business pair Geoff and Justine Ross. BCC held Dine for a Cure – it bucketed down while Michelin Star chef Matt Lambert created a five-course dinner in a paddock with “no elecricity, no running water, no ovens or cook tops and that included the elements of fire and ice and a Mr Whippy Truck.”
Fashion for a Cure returns to Christchurch on 9 October. Presented by The Crossing and set within the allure of Christchurch Art Gallery Te Puna o Waiwhetū, it celebrates the latest collections from 17 of New Zealand’s top designers to fund breast cancer research.
QUICK FIRE
Q: The biggest sum of money you’ve raised with one BCC event?
A: Fashion for a Cure, $205,609 celebrating our 25th year.
Q: What outfit can you always count on for a last minute event or engagement?
A: Leather from Storm if the event is edgy and cool, Trelise Cooper, Juliette Hogan, Hailwood or Knuefermann head to toe if it’s a luxe event with Kathryn Wilson shoes to dance the night away. Tuesday and Caitlin Crisp for daytime casual chic.
Q: Texting or calling?
A: CALLING always. Forget email, everyone’s inboxes are full!
Q: One thing on your BCC bucket list?
A: I would love to crack raising $300k at one event, and create an new outdoor music event near Arthur’s Pass with the team from Flock Hill.
Q: Your go-to lunch on the road?
A: Avocado sushi, currently obsessed with Bowler!
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