The heart and soul of business

When Marina Biddle opened here.for.it in July 2024, she made an unusual move in today’s business climate by opening a physical store, in the Tūrangi Mall.

Six months later she added an online offering, but her brick-and-mortar shop has remained at the heart of her business.

For Marina, the store was more than a retail outlet — it was a long-held dream that she had shared with her friends and family for years.

“I wanted to create a space that showcases beautiful, quality Māori products and offers a real shopping experience.”

With a background in teaching and a passion for fashion, clothing and books, she designed the shop to feel welcoming and customer-focused.

Sofas provide a place to relax with a tea or coffee, and instead of Afterpay, she offers an old school lay-by system — a deliberate choice to slow down the shopping experience and build genuine connections with her customers and give back to the community who support her so much.

Marina believes in her products and knows the quality of them. 

Her main customers are Māori; local people but also others who may now live overseas but are back in New Zealand on holiday and wanting to take a local piece home with them as a memento or gift. Essentially her customers are people with a connection to Aotearoa. 

Marina ensures her stock caters for everyone “for the newborn baby, for the best friend, for the nan, for the koro, for the seven-year-old, we've really catered it to everyone that is looking for something special all under one roof.”

Learning and Challenges

The early months were not without challenges. Marina describes her first year as a steep learning curve.

“There were so many hats to wear, and a lot of upskilling involved,” she says.

Sourcing the right stock, managing marketing, social media and navigating GST and tax requirements were all new responsibilities - but having taken the leap and started her store she was forced to create solutions to any problems that arose.  

When the store first opened Marina found it difficult to gauge her success, as she didn’t have anything to compare herself to - it was hard to tell what levels of foot traffic or sales per day were successful compared to others.

Like many small businesses right now Marina also acknowledges that customers are more conscious of their spending; it can be difficult generating an income, and then knowing where to re-invest the money that does come in.

Initially Marina opened the store and continued with her teaching career, however she came to a point where she wanted to give her business her full commitment of time and energy, she stopped teaching at the start of the year and is now full-time in the store. 

Despite the challenges she has faced, Marina believes “If I can do it now, imagine what the business will be like without the challenges”.

Expanding Offerings

From the outset, Marina has worked to diversify her business. In addition to her in-store and online offerings, she now offers customised corporate gifts (koha baskets) for schools, businesses and entities.

This service has allowed her to extend her reach, showcase her product range and tailor solutions to different audiences - it has become a creative outlet and allows her to get her products in front of people on a bigger scale.

She also actively participates in local events such as the Te Taiopenga o Tūwharetoa Kapa Haka Festival and the Ruia Taitea Tūwharetoa Ahurei.

Marina recognises her customers attend these events, but “it is also an opportunity to get out into the community and be part of a celebration of Māori excellence” and a valuable opportunity to grow brand awareness while aligning with her values. 

The online store currently only has a small sample of what is available in store - it is a balancing act to manage both; however Marina has future plans to grow her online presence.

Support and Recognition

A milestone on her business journey, was Marina’s participation in the Tūrangi Amp It Up programme, which began just one month after she opened her store.

This free, local course provided practical business knowledge and most importantly, networking opportunities.

“The course worked for me because it was local and relevant for the stage I was at.

“But the real value was meeting others in similar situations. We still keep in touch today.”

Community support has played a vital role in here.for.it’s growth.

This year, Marina was awarded the People’s Choice Award at the Unison Taupō Business Awards — an achievement that came through nominations from friends, family and customers.

“It’s not comfortable to put your hand up,” she reflects, “but this was my people and customers saying they believe in me and the business.” 

It is reflective of the T`urangi community coming together to support a local business.

Looking Ahead

With strong momentum behind her and a well-established and trusted store and brand, Marina is focused on developing the operational side of her business. Her priorities include building the online store to serve a nationwide market and improving internal systems along with building strong relationships with her suppliers.

In the long term, she hopes to develop her own product range and eventually open a second store in another small town.  Creating employment opportunities within the local community is also a goal.

Advice for Aspiring Business Owners

Marina’s advice to others thinking about starting a business is simple but powerful: Whakapono — to have absolute conviction or belief in something. 

“Believe in yourself and give it a go.

“Don’t get caught up in what others are doing. Be passionate, stick to your values and lean into what you believe.”

“I really encourage people to take advantage of all opportunities (such as the Amp It Up programme) to broaden your knowledge and network.”

In just over a year, Marina has built here.for.it into a trusted brand within the local community, while also laying the groundwork for growth.

Her journey reflects the resilience, creativity, and community connection that can define small business ownership.

From overcoming the steep learning curve of her first year to being recognised with the People’s Choice Award, it has been a huge year in business for Marina.

For other aspiring business owners, her message is: with passion, perseverance and whakapono, it is possible to turn a dream into reality.