Celebrating 10 Years | A Chat with Alex Wells

As part of our 10th Birthday celebrations, we took a trip down memory lane with Alex Wells, the founder and former owner of A&C.

We asked Alex about the standout moments from her time and what she’s been up to since moving on.

These days, Alex has her hands full with some exciting projects—including hosting Love It or List It NZ and house projects with her husband, Corban. 

Thinking back, what are some of the special moments that stand out to you?

So many standouts, each store opening seemed like the birth of a child, and was always so exciting.

* I think some major stand outs to me are my first big moments and decisions. 
Living at my parents house at the time when I first registered the business, thinking…okay here goes! 
* Placing the first purchase order of some very hideous flower shaped candle holders that sold absolutely terribly!
* Receiving my first Alex and Corban branded marble products, that arrived on a crate half broken and smashed up. I could only laugh and use it as a lesson for improving communications on packaging requirements.
* Hiring my first full time staff member- Chloe, who set up all retail operations while I went off to have my first baby
* And Christmas 2021, we had all of our staff over to our house for a Dinner on the back lawn. It was such a lovely evening being reminded of what amazing team members we had and such a fun business to be part of.

Favourite A&C product (ever) and why?

It would have to be the original Olive Linen bedding colour. I feel that no matter what year in the past 10 years, this has remained a classic. 
The colour is rich and restful, and it instantly grounds a bedroom setting.

Any funny moments or mistakes that stand out?

I most definitely made loads of mistakes, which is what helped me learn, adjust and make better decisions as the years went on. Product development comes with a lot of trial and error, you can’t always get it right and have to just take the hits until it comes right.

Also, I felt like I spent 8 years laughing my way through owning and running the business, I definitely liked to run the business with a feel of ‘we don’t take ourselves too seriously’, which welcomed mistakes, mishaps and learning all as part of it. 
A funny moment I can think of is while I was in labour with Austen, between my contractions I was setting up emails to be sent out to our customers about a new room reveal, and arranging a photoshoot…. I look back at this moment and absolutely laugh, (along with my staff who thought I was crazy). 

In the time you owned the company, which achievement were you most proud of, and why?

There were many moments I was so proud of the business I built, and it usually was to do with our team members striving, goals being achieved, and feedback on our staff and our customer loving the culture we had created.

But the main stand out is the covid years of 2020 and 2021, where we as a business and team were thrown curve ball after curve ball. 

Everyone in the company acted with such loyalty and passion to keep the business alive. I remember being so proud of our team of people, not letting the changes and unknowns get them down, and instead getting involved in any and all jobs that were needed to be done to keep the wheels turning. I was so proud of the culture we created both internally, and with the customer over this time. We learnt how to be even more creative, we learnt how to be empathetic as a brand, and aside from the relentless stress of it, I was so proud of what A&C was at that time.

In your opinion, how has the business evolved over the years?

I’ve just taken a good look through our styling and how it evolved over the time owning the business. I look back on some of the photoshoots and ‘room reveals’ I created in the first year or so, and I’m actually cringing at my styling - but the A&C style developed and matured a lot over time.

I used to ‘over-style’, using far too many things in one space, and as the years went by we started to focus more on quality rather than quantity, and our spaces and styling became a lot more refined and minimalist. 
Another big shift in the business over the years was taking it from being personally Alex and Corban- and evolving it into a team lead and run business. 

What is your biggest hope for A&C in the future?

My biggest hope is that A&C continues it’s reputation to not just being a homewares store, but being passionate interior educators. 

Inspiring, welcoming and teaching our customers how to create beautiful and happy spaces, making a big difference in a space even with just some small and inexpensive adjustments.

I always wanted A&C to be a place for customers to come to be inspired, and even if they walk away without a purchase they have hopefully walked away with some fabulous ideas and inspiration.

Any thing else you would like to add?

It was such a pleasure starting up and running A&C for the first 8 years. I met so many amazing people, and learnt some very big lessons about my personal capacity and priorities.

I am so proud watching it continue on today under new management, and I can’t wait to see what the next decade brings for A&C Homestore.

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