For last minute Christmas gifting done well, pop by Ponsonby’s new SOPHIE store

The cute-meets-chic Aotearoa-born SOPHIE brand first popped up on my radar thanks to its affordable and very giftable jewellery, and then when a collection of hats was added to the mix – I was hooked! I now own more SOPHIE sunhats than I’ll care to disclose here - each as sweet and effective as the next – and as of 2025 their offering has expanded dramatically to include a selection of relaxed apparel and more. It’s safe to say I’m a SOPHIE stan, so when I heard they were opening a store in Ponsonby, Tāmaki Makaurau I was super excited!
Located at 282 Ponsonby Road and open every day from 9am–5:30pm, the new store brings together SOPHIE’s most-loved experiences in one charming space, with no bookings required even for their in-demand permanent jewellery service. Love that!

Anchoring the store is SOPHIE’s aforementioned and super popular forEVER service, offering welded bracelets and anklets designed to be lived in. Customers can also personalise pieces on the spot with SOPHIE’s signature Mix It Up collection, choosing charms and chains to create a truly individual piece. Perfectly timed, the store also debuts SOPHIE’s latest summer collections, including sun-ready hats, beach and more-worthy apparel, and thoughtfully designed accessories that embrace the season’s easy-going rhythm.
Adding to the festive spirit, for a limited time SOPHIE is offering free monogramming on a curated range of accessories, like their keychains, notebooks, mirrors, and combs, making it the perfect destination for thoughtful, personalised gifts as we barrel towards Christmas (and beyond).

The new store marks a special moment for founder Belinda Cannon, who says: “Opening our very own space on Ponsonby Road is a big milestone for us, and the response we’ve already received from our community has been incredible. We wanted to create a warm, inviting environment that reimagines how people experience jewellery and our collections - a space where you can slow down, personalise pieces in real time, explore every charm up close, and genuinely connect with our wonderful team.”
Open now until the end of May 2026, the store will host an evolving calendar of events, offers, and activations, with plenty more to be revealed in the months ahead. Whether you’re stopping by for a permanent bracelet, designing a personalised piece, or refreshing your summer staples, SOPHIE’s newest space invites you to explore and celebrate the joy of the season – and is one new opening I am so excited about!

See you there x