Mariposa: A Tapestry Inspiration
Mariposa, a vibrant and eclectic retail presence in the heart of Nelson, has long been cherished for its distinct blend of clothing, footwear, accessories, and jewelry sourced and inspired from around the world. Operating under three complementary brands—Mariposa, Dragonfly by Mariposa, and Soul by Mariposa—the business has established itself not only as a shopping destination on Trafalgar and Hardy Streets, but as a warm and welcoming experience that celebrates colour, craftsmanship, and artistry influenced by the travel of its owner.
Founded by owner and creative director, Tracey Brignole, Mariposa’s roots trace back several decades. Born in Australia and raised in Auckland, Brignole embarked on extensive travels in her early twenties, journeying through Latin America and ultimately settling in Texas, where the original version of Mariposa began. “We started off bringing in handicrafts and textiles from Latin America, just trying to fund our travels,” she recalls. “We’d find beautiful, handcrafted items that caught our eye, and we’d bring them back to sell in outdoor markets and festivals in Austin. We were young, adventurous, and eager to explore the world.”
During her years in Austin, the name Mariposa came to life. Mariposa means “butterfly” in Spanish—an apt metaphor for Brignole’s itinerant lifestyle at the time. “My mother-in-law used to call us the maripositas, the little butterflies, because we were always fluttering around, traveling and never settling in one place,” Brignole says with a smile. “When we decided to formalise our business, the name Mariposa just seemed to fit.”
Eventually, Brignole returned to New Zealand, bringing both the Mariposa name and its evolving business concept with her. In the early 2000s, the first brick-and-mortar Mariposa store opened in Golden Bay. There, the concept took on a distinctly local flavor, blending the laid-back, artistic energy of the region with Mariposa’s colorful global finds. As the business matured, so too did its product lines. Footwear took on an increasingly important role, prompting the birth of Soul by Mariposa, while Dragonfly by Mariposa offered jewelry, accessories, and an array of distinctive pieces that complemented the main collection.
“I’ve always loved bringing together items that tell a story through color and design,” explains Brignole. “We work closely with suppliers and artisans in Bali, Thailand, and Nepal, carefully selecting garments, bags, and jewelry that fit together harmoniously. It’s about curating a sensory experience that feels both welcoming and uplifting when customers walk through the door.”
With increasing popularity and demand, Mariposa expanded into Nelson, opening multiple stores over the years. Today, the flagship presence is on Trafalgar Street, where all three brands—Mariposa, Dragonfly by Mariposa, and Soul by Mariposa—are housed under one roof. This consolidation represents a strategic response to an ever-changing retail landscape. “Over time, we’ve had up to seven stores running, including our spots in Golden Bay,” Brignole notes. “But times change. The climate, both economically and logistically, has challenged us to refine our approach. Bringing everything together in one large space helps us streamline operations and create a more cohesive, memorable customer experience.”
This Trafalgar Street store is thoughtfully laid out to encourage exploration. Visitors enter through the footwear section, discovering comfortable, high-quality brands sourced globally to support both everyday wear and adventure. Further into the store, customers find clothing, jewellery, and accessories. Spacious aisles, warm lighting, and ample fitting rooms ensure that even on a busy Saturday, the atmosphere remains relaxed and inviting. As Brignole puts it, “We wanted it to be a place where people linger, discover, and enjoy. Whether they’re looking for a gift, treating themselves to a new outfit, or just browsing, we aim to make it feel special.”
Mariposa’s Hardy Street location now serves as a clearance outlet, offering exceptional deals on end-of-line products, discontinued styles, and seasonal items no longer carried at the flagship store. This complementary approach allows the business to maintain a dynamic flow of new items at its main location while still satisfying loyal customers who love to find a bargain. “We’ve always tried to think creatively about how to serve our clientele,” says Brignole. “The clearance store is perfect for that. People can seek out incredible discounts and unique finds. It’s a way of ensuring that nothing goes to waste and customers always have something new to explore.”
Behind the scenes, the engine that powers both physical and online sales is headquartered in Golden Bay. An administration office and warehouse operate there, handling payroll, inventory management, order fulfillment, and customer service for web-based sales. “All of our online orders and back-office functions flow through Golden Bay,” notes Brignole. “It’s where the business first took root in New Zealand, and keeping that part of the operation there preserves a piece of our history. It also supports local employment in the community that embraced us early on.”
While online retail has grown in recent years, Mariposa’s heart remains in personal connection. The team prides itself on providing warm, attentive service, knowledgeable advice, and a genuine interest in customers’ stories. “Online is part of our world now,” acknowledges Brignole, “but the real magic happens when people step into our store, feel the fabrics, see the colors, and interact with our staff. It’s about human connection, something you can’t fully replicate in a virtual space.”
As Brignole looks toward the future, her priority is balance. “After so many years, I’m focused on finding a sustainable rhythm—less moving stores around and more time for family, my garden, and traveling purely for enjoyment,” she admits. The business has weathered its share of challenges, from relocations to the global effects of the pandemic, but it continues to flourish through flexibility, creativity, and a steadfast commitment to quality and personal service.
In essence, Mariposa is more than a store—it’s a tapestry of global influences, personal passion, and local community spirit. For those who pass through Trafalgar or Hardy Street, Mariposa offers a chance to discover something beautifully unique, crafted with care, and offered with a smile. “At the end of the day,” says Brignole, “we want people to leave feeling inspired and uplifted. That’s what Mariposa is all about.”
You can find out more about Mariposa and its brands at www.mariposaclothing.co.nz.
Explore the virtual tour at Mariposa
Soul by Mariposa
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