Behind The Brand

Hey there!

I’m Jo, a proud māmā of five amazing children and the founder of IDOLWILDE. What started as a bold side gig amidst the chaos of family life, endless snacks, and the occasional toddler tantrum has grown into something truly special.

The name IDOLWILDE holds a special place in my heart. It’s a creative twist on the street where I grew up in South Auckland, a community whose resilience and spirit have profoundly shaped who I am. 

At IDOLWILDE, we focus on offering affordable and durable pieces. Inspired by the strength, love, and resilience of my children, I’m dedicated to providing accessories that help you make a statement, no matter your budget or background.

Check out our IW collection, join us on this journey, and let’s celebrate what makes each of us unique. And who knows? You might just discover that perfect piece that even sticky fingers can’t swipe (but don’t quote me on that).

Thank you for being a part of our story. Here’s to style, individuality, and connection.