Pāmu

Born out of a love for design and a passion for creating, boutique jewellery brand Pāmu embodies founder Alicia Haszard’s desire to create a high-quality affordable jewellery collection that is both stylish and functional. With a background in design and business, Alicia has a knack for creating products that are practical, on-trend and have wide appeal. Her design approach arises from her deep connection to Aotearoa New Zealand as Tangata Whenua which she marries with an inclusive contemporary style. As an eczema sufferer, Alicia found it difficult to buy affordable jewellery that wouldn't irritate her skin. It was very important to her that the jewellery she was creating was hypoallergenic. The result is a beautifully designed, accessible collection with a touch of luxury that caters for all people.

Of her brand, Alicia says: “I wanted to start a company that was meaningful to me. The name PĀMU means farm in Māori. I called my brand PĀMU to incorporate where I created and continue to create our pieces which are on our family farm and loved the idea of using the Māori name to bring in my own personal heritage”.