Magic on the High Street in the most unexpected of places

The sun just shines differently at the Mount. Maybe it’s the sea air, maybe it’s the endless parade of activewear, or maybe it’s because I inevitably find myself wandering down the high street with a coffee in hand and my retail radar switched firmly on. 

Wherever I go, I can’t help but look at stores - my kids do it too. My son, currently road-tripping Route 66, sends me storefront photos daily. So when a girls’ weekend away landed us at the Mount (Mount Maunganui for the uninitiated), it was no surprise that a few hours were happily lost to “retail reconnaissance”. What stood out wasn’t one single blockbuster store, but the collective sense that there is still magic alive on the high street. 

Myrrh & Co 

Nothing beats blooms for brightening a day, but Myrrh & Co went beyond flowers into full-blown lifestyle immersion. Think cottage-meets-vintage with a Kiwi twist. Every corner was packed, not with sterile Scandi minimalism, but with character and charm. 

The highlight? The conversations. A mother and daughter had returned from a previous trip to stock up on favourites … and the owner remembered them. That kind of personal connection is gold in retail. It’s what transforms a shop into a community touchpoint rather than a transaction. 

Amberjack Flagship 

I’ve been gifted plenty of Amberjack candles over the years, so stepping inside their flagship felt like walking into a fragrance hug. The execution is simple - product front and centre - but that simplicity lets the story shine. 

Founded in Paeroa in 2016, Amberjack has grown a reputation for hand-poured soy wax candles in dark apothecary jars, with scents that balance earthy, complex and unexpected. Sustainability is core too.  Toitū carbon-neutral certification, recycled and reusable materials, cruelty-free ingredients. 

We made full use of their “Sit and Smell” counter, testing everything from Banana Toast to Brown Sugar & Fig. My picks? Smoke Lavender and Rose Crush. Retail done right is sensory, social and shareable. And this was all three. 

Fashion Finds 

Ruby reminded me why they’ve carved a niche: extending fashion’s life cycle through fabric offcuts, knitting packages and thoughtful recommerce. It’s inclusive, accessible and perfectly pitched to the times. 

Then came Find Love Share – a reloved fashion trove with cowboy boots that looked ready for Coachella and racks of playful pieces clearly loved by the local crowd. 

Two standouts for customer experience: 

• Tilda’s – launching its spring range with bubbles on arrival. [check out the video here]

• Repertoire – hearing about Tilda’s, they quickly cracked a bottle themselves. Suddenly, strangers became friends, customers loosened up to try new styles, and purchases followed. A small touch with big impact. 

  
  

Not every store was affordable (Sisters & Co’s Victoria Beckham edit is aspirational browsing at its best), but every stop added to the mosaic of a high street that thrives on personality. 

Beyond Fashion: Food & Lifestyle 

Of course, no recon mission is complete without fuel. Highlights included Soul Bowl breakfasts, Detroit-style pizza at Rita’s, dinner at Solera and cocktail plotting at Sailor. And yes, there’s a Tommy Bahama store in the Mount – a nod to cruise-ship traffic perhaps, but a reminder that fit-outs and product presentation can elevate even the most “resort-wear” concepts. 

The real surprise was outside the town centre: the new New World at Papamoa East (The Sands). Shiny new supermarkets are nothing novel, but this one impressed with its layout, design and genuine celebration of local suppliers. We walked out with Mount Sourdough Co olive bread, Mamo Keli’s microgreens and a few deli treats I’ve been sworn to secrecy on.  

The environmental considerations in the cabinetry and display execution was exceptional. You could discover new just as easily as you could identify value for money opportunities. This felt like community - and I might have spied a few areas where I think they have room to grow – either categories or maybe a café? 

Supermarkets are often “same same” or a new version of the old, but done thoughtfully they can anchor a community as much as any boutique. 

The Bigger Picture 

What struck me most about the Mount is the imbalance between national brands (Lululemon, Moochi, Marlow) overawed by the depth of local businesses - that bring real vibrancy. It’s that mix of familiarity and discovery, the joy of stumbling across a store you didn’t expect, a conversation you didn’t anticipate, or a glass of bubbles you didn’t see coming. 

I know talking to some of the shop owners winter was tough – but with the weather looking up (it was freaking cold), they were ready to rock and it gave me such confidence that retail spirits are rising and excellence can be found where passion and authenticity exists…..and it’s local. The high street still has a pulse and it’s strong, social and worth celebrating. 

This wasn’t a good high street - it was a GREAT local high street: 

• Especially when the coffee is hot and good, (Mount Surf Shop and MSS Espresso) 

• People actually care, stop and chat…. Pretty much everyone from memory 

• They really know what you have been up to (and what you purchased)….the two exceptional young ladies in Evolution Clothing (who were so divine, even though there was nothing for us to buy in their store). 

For those of us in retail, the Mount is a reminder of what’s possible when businesses lean into connection, character and community. Shiny flagships and global brands have their place, but the future belongs to those who can make us feel something. 

And at the Mount, the sun isn’t the only thing shining differently - the retail is too. 

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At RX Group, we know that great retail lives at the intersection of experience, product, and place. In this ongoing series, our team digs into new and established stores - from best-kept secrets to buzzy openings - to spotlight what’s working, what’s wow, and what’s worth watching.