Twelve years ago, a family crisis left us close to losing our home in Queenstown. No investors, no business plan — just a living room, a belief that women deserve clothes that last, and a refusal to give up.

We started sourcing coats from our kitchen table. Thousands of women across New Zealand wanted what we wanted: real quality, real care, pieces that don't fall apart by July. That's how Josefina & Co was built — one woman telling another.

Twelve years later, we saved the house, and that small Queenstown studio became everything.

And now we're leaving it. We've signed the lease on a larger studio in Australia, and our Queenstown doors close in two weeks. Moving the remaining stock across the Tasman costs more than the stock is worth — so everything is up to 70% off. We'd rather these pieces went home with women who'll wear them than sit in storage we can't pay for.

When the studio empties, the prices reset. There is no second wave.

Thank you for being part of a story two women refused to let end.

With love,
Elise & Sarah

QUEENSTOWN, NEW ZEALAND · 2013–2026