Following a new path
An entrepreneurial spirit, design and sewing skills, and a love of ethical fabrics and sustainability, have allowed Joanna Hehir to build a new life in Carterton.
By Sue McLeary. Photos by Lucia Zanmonti.
Originally from Ireland, Jo and her Kiwi then-husband had travelled around New Zealand before, but despite several road trips had not seen the Wairarapa until they decided to settle here six years ago. Being close to their children’s schools and university was an important part of their decision. Sadly the marriage did not survive but Jo decided to stay.
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Her mother also came to live here, and together they built an extended semi-rural house that suits everyone, the two wings connected by Jo’s light airy design studio, moving in at Christmas 2017.
Traces of her Irish heritage remain in Jo’s voice, despite years in the UK where she ran a bridal business, supplying samples to boutiques who would order for their brides. Jo planned to continue with her UK business from Carterton, but found the ‘tyranny of distance’ too much for most of her customers, although one faithful UK customer still sends regular orders. And she will still create beautifully finished gowns for local brides, made with exquisite skill.
Those skills are to the fore with her day-long sewing workshops. Setting up a series of sewing machines, Jo provides fabrics (if needed) and patterns for garments like the very clever Japanese Apron Dress, and stylish linen pants.
“Participants cut out the fabric, sew, chat, learn, have lunch and everyone takes their garment home with them. It’s a lot of fun… On Thursday evenings I run sewing lessons for small groups of adults. I might show how to make garments fit properly, then everyone helps each other.”
Doing Jeanette Hall’s Small Business Course in 2018 was a turning point “it was great, adding knowledge and moving me on to a different path”.
Jo realised there was an opportunity to simplify things for young girls by improving the ease of use, quality and efficacy of period pads. She could see the need for an environmentally friendly product made of sustainable materials – without plastic, nylon or polyester. A trial product became the basis for an educational programme as part of Kuranui College’s zero waste policy.
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Principal Simon Fuller and Deputy Alice Ward were highly supportive, Jo says. “We aimed to normalise having and managing periods for the girls, and to give them choices.”
The programme covered biology (what’s happening to your body), sustainability (the science of materials), economics (cost savings over time), entry barriers (especially washing pads) and psychology (normalising a natural function).
“With student input, we designed a kit with a moon cup, nine natural period pads and a pretty fabric purse. We aimed at a 50 percent take-up, even if girls used the pads and/or pants only at night, but were delighted that 8 out of the 10 girls used them.
“Another six schools are now in the programme. Ultimately, we’d like to give them to every schoolgirl, if we found the right underwriter.”
Beautifully made, the brand is Danu Natural, named for the Irish ‘Mother of all the Gods’. The pads are designed with layered certified organic bamboo for maximum absorbency, Australian cotton and no plastics. All Danu products follow the principle of wear, wash and reuse.
Using recycled card and boxes, and Jo’s entrepreneurial retail marketing experience, Danu Natural pads are now available at many independent retailers and distribution is growing.
See www.danunatural.com for details.
