Nine years ago, Rachel Smart set out to shake up recruitment in New Zealand’s fashion and retail industries.
In 2016, she founded Frame, a niche agency dedicated to connecting the right talent with the right brands – a gap she saw missing in the market. Nearly a decade on, Frame has grown into a go-to name with offices in Auckland and Christchurch, a team of five recruiters who all have hands-on industry experience, and a client base that spans from iconic fashion houses to emerging designers.
Smart’s journey hasn’t been without challenges – navigating a global pandemic, three maternity leaves, and now a recession has meant constant adaptation and resilience. But her vision for Frame has held steady: to personalise the recruitment experience, create long-term career connections, and bring a fresh, genuinely supportive approach to an industry often seen as transactional.
As Frame celebrates nine years in business, Smart reflects on the lessons learned, the rise of New Zealand’s next generation of fashion brands, and why a standout résumé might just need a touch of personal style.
Frame is about to celebrate nine years in business – congratulations! Looking back, what are some of the biggest lessons you’ve learned since launching in 2016?
Thank you. I think the biggest lesson I have learned as a business owner is to remain flexible and ready to pivot on my business plan. Over the past 9 years, I have had to navigate a global pandemic, three maternity leaves, and, more recently, a recession. It’s meant a lot of last-minute changes to long-term planning in order to keep Frame aligned with what the market is doing.
You started Frame with the goal of being a disruptor in recruitment. How do you think you’ve reshaped the recruitment experience for both brands and candidates in New Zealand’s fashion and retail industries?
There is now a go-to, niche talent acquisition agency for the industry! Something that was previously missing. It feels like we have become a household name amongst brands & candidates, and it feels pretty special to be connected with the iconic trailblazers in fashion, as well as have our finger on the pulse for emerging talent and brands. Because the Frame team has all worked in fashion, we understand exactly what our clients and candidates are looking for when hiring or job seeking, and what makes roles unique to the fashion industry versus the corporate world. We are always available to both candidates and brands to confidentially offer advice, and have consistently delivered a premium service, making working with a recruitment agency an enjoyable and genuine experience.
With offices in both Auckland and Christchurch and clients nationwide, what differences – if any – do you see in recruitment needs across regions?
There are more fashion head offices in Auckland, therefore, naturally more scope for career advancement in roles like design, buying, production, or marketing. In the past, there was a significant salary gap between Auckland and Christchurch; however, I am pleased to say that we have observed this becoming more evenly matched in recent years, and salaries in the main cities are now aligned.
The fashion and retail industries have faced huge changes in recent years, from digital transformation to shifting consumer habits. How has Frame adapted to support businesses and talent through those changes?
Covid was a game-changer for us. We used to do every interview in person at the office, which often presented challenges as candidates couldn’t come in to see us due to their existing work commitments. It would slow the process down and mean vacancies took longer to fill. During Covid, brands started doing their first interviews via video, and it became an accepted and normal way to recruit. We now do the majority of our first interviews online, which has enabled us to meet with more candidates in a shorter timeframe, and therefore, speed up the recruitment process for our clients. Additionally, it’s widened our reach, and we have recently expanded our operations across the ditch and are recruiting in Australia, which is exciting!
Many people think of recruitment as transactional, but you’ve built Frame on long-term career connections. Can you share an example where that philosophy really paid off?
This has to be one of my favourite aspects of the job. An example that springs to mind is 8 years ago, I placed a fashion graduate into a marketing assistant role with a brand. They have had a fantastic career journey with that brand and last year became the Marketing Manager, and they are now the hiring manager for their marketing team, and signed an exclusive agreement with Frame to do all of their recruitment. It’s great to now be working alongside this candidate as a client.
What’s one piece of advice you’d give to someone looking for a job in fashion? Maybe a go-to résumé or interview hack that makes candidates stand out?
Fashion is a creative industry, so consider how you present your resume. Resumes that are designed and polished, as opposed to a standard word doc, stand out in the pile. It also helps to add a photo of yourself, showcasing your personal style and portraying that you are a brand ambassador for the company you are applying for.
As you head into Frame’s ninth year, what excites you most about the future of recruitment in fashion and retail – and what opportunities do you see on the horizon for both brands and talent?
I am personally excited to see a number of younger brands starting to flourish and cement themselves in the NZ fashion industry. The likes of Caitlin Crisp, Paris Gerogia, Harris Tapper, Rebe, and Ruby come to mind. These brands are building a dedicated customer base and inspiring other young designers to follow suit. I am enjoying seeing the growth of these brands as they expand their teams and hire for newly created roles, offering exciting opportunities on the job market. In terms of future opportunities in general, I think there will be a consumer shift back towards the in-store shopping experience, so those brands that can offer exceptional customer service, and a unique in-person experience will thrive.
