Wrapped in aroha
These Māori-designed organic cotton baby blankets and throws blend traditional elements, modern style, and timeless quality.
These Māori-designed organic
cotton baby blankets and throws
blend traditional elements,
modern style, and timeless quality.
Photos Ria rawiri
Tasmyn Roach's idea for organic cotton paraikete (blankets) came from her love of making baby blankets for close friends and whānau. But as she learned more about her own culture and heritage, a passion for te ao Māori blossomed into a fusion of creativity and entrepreneurship – and Awhi was born.
Working alongside her sister Shenaye, partner Lance, and son Kahika, Tasmyn founded Awhi Company – the word “awhi” means “embrace” or “cuddle” – selling unique Māori-designed baby blankets, muslin wraps, and throw blankets that feature traditional Māori designs, patterns, colours, and themes. “I want to normalise Māori culture for the next generation,” Tasmyn says. “Each blanket is designed with an element of te reo Māori or Mātauranga Māori to ensure our pēpi stand strong in their identity from the moment they enter this world.”
With a degree in fashion design, Tasmyn is inspired by her journey learning te reo Māori, by the strength of her Māori heritage, and by a desire to celebrate and treasure Māoritanga. “Awhi encompasses everything I am about – values, focussing on te reo Māori, developing products for pēpi, and normalising te reo from birth,” Tasmyn explains. Here, she tells UNO more about Awhi.
How did Awhi Company come about?
Awhi Company came about from my love for babies. I would make baby blankets for gifts for friends and whānau. My niece was the reason it turned into a business. She was born in Perth and I wanted to make some extra money to visit her. I started selling them on Facebook, auctioning one a night with the highest bidder at 7pm the following night winning the blanket. From there the demand grew, and so did my business. My partner and I eventually took a trip to China to check out manufacturers and ensure they had the same values as us and could create beautiful organic cotton blankets.
What do you love most about it?
I think our pēpi are the most important thing in the world, and it’s our job to nurture and protect them. I feel so grateful that our blankets can play such an important part in their lives, help them settle, feel loved, warm and protected for many years. My niece is six and still has her Awhi Blanket!
What is your career background?
In 2012 I moved to Tauranga Moana and completed a degree in fashion design. I even took a couple of collections to NZ Fashion Week through Miromoda, which was an amazing experience. I then went on to work with our at-risk rangatahi, supporting them with education, employment and helping to remove barriers. On the side I was hard at work growing
Awhi Company organically.
What inspires you?
At the moment I am inspired by the change that is happening around the motu. Te Reo Māori and Māori designs are becoming standardised in everyday situations. I love that we can play a small part of that by creating Māori-designed baby blankets and throws for the whare. What an exciting future for our tamariki here in Aotearoa!
What is most important to you – in work and in life?
When you have a business you are so passionate about, the lines get blurred. Learning te reo Māori, travelling, and spending time with my whānau are important to me. Helping ensure our babies are wrapped in their culture and language from birth. My son is 18 months old now and I feel so lucky to be learning te reo Māori alongside him and for him.
What's been the highlight of your business journey?
We have recently opened a shop at the Historic Village in Tauranga! Before then we were operating out of home. This was such a big moment for us as it opened a door and has enabled us to connect with our customers and community. We get to meet Māmā and pēpi and genuinely check in with people. As a māmā I know how hard the first year can be so creating a safe space for Māmā to come in is really important to us. We have a change table in store and a safe place to feed baby.
What's next for Awhi Company?
Normalising Māori designs is only one part of our business. We are working hard to create intimate te reo Māori play groups for Māmā and pēpi. Helping Māmā on their journey of reclaiming their language for the next generation. We are so lucky and grateful for where we are and look forward to what else we can offer for our people.