After almost two decades in Whakatāne, Trudy Enckevort and her fashion store Too Pretty are embarking on a new path.

Changing times have created pressures that have forced Mrs Enckevort to reassess her business and make the decision – reluctantly – to close her shop on The Strand and take a new approach.

“The cost of living is at an all-time high, and so is the cost of doing business,” she said. “Like many other small retailers in our community, the current climate has made it increasingly difficult to continue operating in the same way.

“After much thought and many sleepless nights, I’ve made the very hard decision that Too Pretty, in its current store format, will be closing its doors.”

The decision to close the store has been an emotional one for Mrs Enckevort.

However, it’s not the end of Too Pretty rather, a rebirth.

The brand is now shifting its focus to private styling events, charity collaborations, home clothing parties, and selected markets.

For those still wanting access to Too Pretty’s signature quality, style, and variety, Mrs Enckevort has a container shop at her residence and has a new website offering even better pricing under this refreshed approach.

“I truly believe this will allow me to bring Too Pretty to you in a more personal, flexible, and community-focused way,” she said.

Too Pretty has been a staple for fashion-conscious shoppers in the CBD for 19 years.

The store was a favourite for Mrs Enckevort when it was based over the road and was owned and operated by Caroline Vincent. Her admiration extended to a request for first option if it ever came up for sale – which eventually it did.

“Clothing and fashion are a passion of mine, and I felt so lucky that I could live it every single day”.

Mrs Enckevort has always loved the effect good clothing has on a person; the way it can inspire, add a sense of confidence and make a person light up. It’s when a customer enters the shop with no idea as to what they are looking for and trust the staff to guide them into something new, that’s what she will remember the most.

“This little boutique has been such a special part of my life and of our wonderful community. Together, we’ve celebrated weddings, special occasions, confidence boosts, and those ‘just because’ outfits.

“I am so incredibly grateful for every single customer who has walked through our doors and supported this dream,” she said.

Too Pretty is celebrating its 19 years with a sale, giving customers the chance to shop in-store one last time and stock up on their favourite pieces while helping clear current collections.

The celebration also gives Mrs Enckevort the opportunity to connect with the community that has supported her over the years.

“I would absolutely love to see as many of you as possible before we close this chapter. Thank you for the love, loyalty, and support you’ve shown me over nearly two decades. I would also like to take this opportunity to thank my gorgeous girls who have helped me build the business it is today. Each and every one of you has treated Too Pretty like it was your own I couldn’t have asked for better staff.

“This isn’t goodbye it’s simply a new way forward.”