Our Story

As a first-time mother, I wanted to design a timeless bedroom for my newborn son Jagger, now three. My mission was to incorporate high-quality furnishings and decor that would adapt as he grows while capturing the essence of his childhood.

After searching for a brand or store whom specialised in pieces that had the perfect blend of playful childhood elements, free from fleeting trends, and made of high-quality materials. I was disheartened to find nothing alike existed in New Zealand. The market was full of furnishings and decor designed for children featuring clashing patterns and animated characters, often crafted from low-cost materials all of which would quickly become outdated, damaged or outgrown.

This realisation inspired me to establish Jagger & Friends—a name that embodies our mission to create spaces that evolve with children while remaining elegant and timeless. Beyond our products we are dedicated to sharing knowledge and inspiring both current and future parents to make thoughtful purchases for the long term, while also simplifying the shopping experience to make it more enjoyable.

Together, myself and many of New Zealand’s finest craftsmen and businesses, we have been able to bring my designs to life. By supporting local artisans, we are helping to preserve their invaluable skills while bringing you unique, heirloom-quality products that can be cherished for generations. Each item tells a story of passion, dedication and a love for creating something truly special.

All of this is for our children, yours and mine, so they can experience the joys of childhood to the fullest, filled with love and laughter—truly,
'a beautiful way to grow up'.

I am extremely grateful to share this journey with you. If you ever need assistance, please do not hesitate to reach out via email or social media.
Yours Sincerely,
Annaliese.