Something big is happening in the South Island. The long-held secret of New Zealand’s remarkable mountains, tussock-covered foothills, milky teal lakes and otherworldly scenic drives has reached the ears of explorers abroad. Over the last summer period alone, Christchurch has become the gateway for adventurous tourists looking to experience the marvel of New Zealand’s South Island. Sporting a whooping 22% increase in international visitors and bringing over $861 million dollars into the local economy.
With this brings an influx of opportunities for wholesalers and local retailers to create and market products that resonate with a new wave of customers. Local suppliers like West Moor Design, are at the forefront for a shifting trend in the market: Customers on the hunt for pieces that reflect their experience, rather than generic souvenirs.
When Queenstown-based painter and textile artist Rachael Hatton founded West Moor Design in 2016, she wasn’t trying to create souvenirs, she was trying to capture a feeling. Her vibrant prints, greeting cards, and postcards draw directly from the landscapes she sees every day: bold mountain silhouettes, nostalgic backcountry roads, and the quiet beauty of familiar South Island icons.
“Living in the South Island has a huge influence on my work. The landscapes are bold and everchanging. That sense of familiarity and emotional connection is what I try to capture in every piece. People experience the South Island through travel, connection, and memory. I wanted to recreate how it felt to be there - not just what it looked like.”
This emotional quality has become a defining feature of her brand. Whether purchased by locals wanting to elevate their homes or travellers searching for a modern keepsake, her pieces strike a balance between art and memory. Her bestselling Cardrona Hotel print, available from A4 to A0 and shipped worldwide, is a perfect example: recognisable, contemporary, and deeply personal to anyone who has passed through the iconic spot.
As West Moor Design grew, Rachael began noticing a pattern – not through one big moment, but through many small ones. Customers would share stories about why a particular print reminded them of a special trip. Retailers would reorder because shoppers were connecting with the artwork on a deeper level.
“Those moments reinforced that the art isn’t just decorative, people want something that lasts beyond their trip. They want something that brings them back to that place or moment.”
This reflects a broader shift happening across the South Island retail landscape. Travellers are becoming more selective, gravitating toward high-quality, locally inspired pieces that feel intentional rather than mass-produced.
Rising cost‑of‑living pressures are also influencing buying behaviour, pushing customers toward purchases that feel meaningful, premium, and worth taking home. For retailers, this presents an opportunity to re-evaluate their product offering and curate their stock to appeal to selective shoppers.
“With tourism continuing to grow and more people exploring the South Island, there’s a strong opportunity for retailers to offer products that feel locally connected and meaningful. Retailers have the chance to curate a more intentional range that reflects their location and tells a story that will encourage customers to buy.”
For businesses wanting to stay ahead of this shift, building strong relationships with local makers is becoming essential. Retailers benefit from stocking products with authentic regional ties, while wholesalers and creatives gain valuable insight into what customers are responding to.
For Rachael, stepping into the wholesale space through the Winter Gift & Homeware Fair was the catalyst that accelerated this growth. With over 500 South Island retailers in one place, the event offered a rare opportunity to connect directly with the region’s market, without the barrier of travelling north.
“Having a Fair in the South Island makes it far more accessible for local brands and retailers who may not always be able to travel north. It creates stronger regional connections and allows South Island businesses to showcase what makes this part of the country so unique. My main goal is for West Moor Design to be able to do this full-time and exhibiting felt like the natural next step in growing West Moor Design into the wholesale space.”
Since her debut in 2024, she’s been able to introduce her brand to local retailers, better understand the market, and build relationships with retailers and fellow wholesalers alike. West Moor Design products can now be found in stores from all corners of the South Island, including well-known Christchurch brand Ballantynes.
Recently, Rachael has also expanded her range to include greeting cards and post cards that are growing with popularity.
“Since exhibiting, I feel that my brand is learning more about what retailers know about their customers. What will sell, what will go well and what other brands are saying. I’ve expanded my range of products available to retailers with a clearer understanding of what retailers and customers respond to, and I’ve grown my stockist network around the South Island which is amazing to see.”
For local creatives and makers, taking your product to the wholesale market can feel like a big step that requires a lengthy lead-up process; but Rachael disagrees. Exhibiting at a trade event can give you insights and networking that may have taken months to accumulate, in just forty-eight hours.
“You don’t need to have everything perfect to start. If you have a strong product and a clear story, you’re ready to begin the conversation. Exhibiting is as much about learning and growing as it is about selling, and every brand evolves through that process.”
For Rachael, this fast-tracked learning and the connections she made at her Winter Gift & Homeware Fair made it an easy decision to return to exhibit again this year.
“The relationships built and the insights gained from the first show made it an easy decision to return. It’s a valuable opportunity to reconnect with existing stockists, meet new retailers, and continue growing the brand’s presence. Plus, you never know who you will meet at the show.”
West Moor Design will be located in the Kiwi Quarter at stand NZ10; a feature area that celebrates local, kiwi designed and made products. Attending retailers can look forward to seeing a refined and expanded range of South Island landscape prints and greeting cards that explore iconic locations in a fresh, modern way.
West Moor Design began from a lifelong connection to creativity. Growing up surrounded by her granddad and mum being creative through painting and textiles, founder Rachael was always drawn to colour, pattern, and the way art can transform a space.
After studying Textile Design and spending years exploring different creative paths, she took a step back in 2023 to reconnect with what she truly loved creating; allowing her to rediscover her style. The designs she creates blend vibrant colour with familiar landscapes, and West Moor Design evolved into a brand focused on creating meaningful, memory-driven artwork that people can connect with.
