About White Fox & Co

Curated with love. Designed with heart.

Welcome to White Fox & Co, a boutique born from motherhood and built with love. I’m Mel, a mum of two girls, Sophia and Rosie, and I started this journey back in 2013 while navigating early motherhood and chasing a lifelong passion for design and retail.

From the very beginning, my vision was simple: to create a space that supports mums, celebrates beautiful design, and brings together thoughtful, timeless pieces for little ones.

Over the years, White Fox & Co has become a community, a network of mums supporting mums, both here in New Zealand and around the world. Many of the brands we stock are founded by mothers just like me, women pouring heart and purpose into every creation. Each item we carry is carefully curated to be as special and meaningful as the family moments they’re part of.

As my girls have grown, so too has the brand. Sophia and Rosie are at the heart of everything I do, they inspire the collections we choose and the future we’re building. We’re expanding into larger sizes and soon launching something truly special: Billy Mae, our very own label inspired by sisterhood, soft nostalgia, and thoughtful design.

From our studio in the Far North of New Zealand, we’re proud to ship beautiful things daily, pieces chosen with care, intention, and love.

Thank you for being part of this story, and for supporting a small, mum-led business that’s grown up right alongside my family.

With love,
Mel, Sophia & Rosie x