Celebrating Māori Culture Through Design

Whenua is a pakihi born out of a desire to celebrate beauty of Māori and Polynesian culture. Owned by mother and daughter duo Lynette Kutia and Shivonne Tufuga (Ngāti Porou), Whenua began its journey in 2019 when Shivonne struggled to find culturally representative clothing for her baby, Milayna. This sparked a creative vision to design onesies that honour the beauty of diverse cultures.

With a pencil in hand, Shivonne sketched her first design. What followed was nearly a year of meticulous planning, research, and refining ideas. By August 2020, Lynette and Shivonne turned this vision into reality with the launch of their website and a line of beautifully designed baby onesies.

Today, while other businesses have entered the market with similar products, Whenua proudly stands as innovators of this product, expanding to include children's and adult sleepwear and slippers.

Achievements and Challenges

One of Whenua’s most significant achievements has been transforming an initial lack of business knowledge into a successful venture. Through relentless research, learning, and perseverance, Lynette and Shivonne navigated each challenge on their own, turning every obstacle into a stepping stone.

Over the past four years, they have seen Whenua thrive, growing their business through dedication and mutual respect, but also through support from their husbands and whānau. A major highlight came in 2023 when Whenua was a finalist in the MWDI Māori Businesswomen’s (Emerging Business) Awards, a huge moment for their pakihi.

However, the journey has not been without its challenges. A key hurdle has been staying ahead of the rapidly evolving digital marketing landscape. To keep the Whenua brand relevant and engaging, Lynette and Shivonne constantly innovate their marketing strategies to stand out in a rapidly evolving digital landscape.

Financial management, particularly cash flow, has also required careful planning and strategic decisions, as they balance growth with sustainability.

‍Looking Ahead

As they look to the future, Lynette and Shivonne are excited about expanding the Whenua range, with the possibility of opening a dedicated shop space.

‍The Power of Connection

Being part of the Whāriki Māori Business Network provides access to a community of like-minded entrepreneurs, offering opportunities to share knowledge, experiences, and inspiration. Additionally, groups like the Māori Women’s Development Fund and Poutama have been wonderful support.

Click here to find out more about Whenua