A new speciality gifting company has entered the market, with its sights set on servicing the customised needs of millions of gift givers throughout Aotearoa.

Every box is blessed with a traditional Māori prayer to infuse it with spiritual significance, reinforcing the connection between the gift and Māori values of protection, gratitude, and well-being.  Boxes come in three sizes, small, medium and large.

Taking its cue from how florists market their flowers with occasion segmentation, Aroha Avenue has created six hero boxes to launch.  They include Ngā Mihi (Thank you), Meinga, Meigna!! (Celebration), Nau mai ki tō whare (Welcome to your home), Ka Aroha (Love), Ka Aroha Nui (Condolences) and their Christmas box, Te Wā o Rehua (the Summer Star).

The founder of Aroha Avenue Gifts is an award-winning Māori business woman, Bridgette Tapsell (Te Arawa, Tainui, Mataatua), who has a passion for her culture through words, design and whakapapa (genealogy).  Bridgette also owns pioneer Māori communications agency Whare Creative.

“We were looking for client gift boxes last year and found it difficult to find gifts that lasted more than a few days or fitted the occasion. I saw a gap in the market to create a meaningful gift box company that stirs the emotions, celebrates Māori culture, conveys a deeper meaning, and resonates with the recipient’s wairua (spirit),” Tapsell said.

Another point of difference is the beautifully designed kaupapa Māori boxes that match the themes and can be upcycled and framed as a piece of art. 

The boxes all promote te reo Māori, and gifts include books by Māori authors, or New Zealand authors who write on subjects relevant to Māori issues and interests. 

They have beautiful matching keep cups with Māori designs to match the themed box, Māori-made chocolate, Māori-made candles, Kawakawa balm from Maketu and hue (gourd) seeds.

“Our boxes aren’t just a collection of beautiful items, but stories, memories, smells and tastes that connect you to our Māori world and environment.

“We are already working on more boxes, with relevant themes and uncommon, yet desired products,” Bridgette said.

Aroha Avenue’s team includes Bex Mohi (Mataatua), who has passionately worked on Aroha Avenue to bring it to life and assisted with art direction, Kahira Shepherd (Te Arawa, Takitimu) who’s stunning graphic design features throughout, and Rangi Ahipene (Te Arawa, Tainui, Mataatua, Araiteuru) who is their respected kaiārahi.