Good Steals

Instagram has become one of the most powerful social media platforms. It’s everything.

Cute photo of your dog? Post it to Instagram.
Smashed Avo on toast? Post it to Instagram.
On vacation? Post it to Instagram.

In all seriousness, Instagram is so much more than brunches, selfies and holiday posts; its a platform for self-expression, activism, awareness and, one of our favourite things to do – shopping.

Thanks to Instagram, it’s never been easier to find amazing clothes and unique accessories – and that’s because loads of indie brands, fashion businesses and designers are utilising this visual platform to display and sell their goods, directly connect with their consumers, and thrive. The calibre of the clothing available is pretty awesome; from handmade pieces to rare vintage threads and luxury designer labels, Instagram is the place to score clothing no one else will have and discover a new whole community, brands and accounts.

And thats where Good Steals fits in. Using Instagram as their primary business platform, Phoebe Wales-Earl and Georgia Tulett have found success, selling high quality, beautiful and unique clothing with their brand Good Steals.

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With over 6,300 followers, (5,500 at the time I started writing this!) loyal customers, high quality images, and incredible garments sourced from all over the country, Good Steals is fast becoming one of New Zealand’s most popular Instagram-based second hand clothes stores. 

The journey started a year ago, when Georgia and Phoebe lay on a bed surrounded by piles of clothes they’d purchased from opshops. Phoebe came up with the idea to sell the clothes on Instagram, so they drove up to her bach in Whangaruru, where they spent the weekend taking photos, using her brother’s friends as models for the garments. 

Georgia & Phoebe

After uploading the first round of photos to Instagram, the girls had an overwhelmingly positive response. So, they kept going.

Fast-forward a year and Good Steals is a big part of both girl’s lives.

The girls take their business seriously – from finding good quality clothes to curating amazing images wearing the garments, no detail is left out.

How do they do it?

Georgia and Phoebe run the show, from marketing to sales, competitions, sourcing the clothes, taking photos, posting the content to Instagram and mailing out orders.
The girl’s friends help out modelling garments, and Georgia’s boyfriend Connor along with other friends, helps out with photography.

The girls literally go all over to find groovy threads and accessories;
‘Outside of Auckland is real good,’ – Georgia
‘Spot X!’ – Phoebe

And when they walk into an Opshop, they look at everything.
‘We think about what people will look good in, what looks designer, and what looks funky and unique,’

Because Instagram is a visual platform, the girls make sure they have good, high quality photos of their clothes for their account, and often model the pieces themselves.

So they dress it up, find abandoned caravans, or go to Phoebe’s bach – just as they did for their first shoot.

Good Steals’ following is engaged and they have loyal customers who love their threads.
But before the clothes go on Good Steals, they have to make it past Georgia and Phoebe first.

“It can be really hard to part with clothes sometimes. There were these authentic vintage Gucci pants that I really loved…but Phoebe’s real good, she just sells everything that comes in,”

I’ve ordered a few things from Good Steals in the past, as have my sisters and it’s so easy. They’re quick at replying to questions online, send the stuff out fast, and write cute lil notes to go along with the orders.

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Good Steal’s Instagram has such a beautiful vintage theme, reminiscent to Lana Del Rey’s retro recycled film video clips & Mermaid Motel’s music videos

Aside from being girl bosses, both Phoebe and Georgia are studying interior design and architecture – Georgia in Auckland and Phoebe down in Wellington.

How do you balance Uni life and your own business?

“We’re a bit naughty, we often put Good Steals first because its so much fun and so satisfying, waaay better than Uni. Uni is the side hoe,”

“We get through, but we’d always rather be working on Good Steals. People think it’s not really a sustainable business for an adult, but these businesses are everywhere. There’s some people that can afford to hire people to go overseas to source second-hand clothes to stock their shops, it’s insane,”

Georgia and Phoebe have been friends since high school, and grew up in West Auckland, around Muriwai. They went to Westlake Girls together, and when they went separate ways they stayed in touch, and had lots of mutual friends. The girls are both entrepreneurs, and before Good Steals they had their own lil cleaning business, as well as selling fruit on the side of the road.

The girls say that along the way they’ve learnt more about what their values are, particularly surrounding fast fashion and ethics.

Fast Fashion Defintion from Merriam-Webster:
An approach to the design, creation, and marketing of clothing fashions that emphasises making fashion trends quickly and cheaply available to consumers

Fast Fashion garments are often produced in vulnerable communities by enslaved adults and children, hence why they can be sold so cheaply – an issue which is still not publicly addressed enough today.
Both Georgia and Phoebe say they don’t really own anything ‘fast fashion’, and their business emphasises this, showcasing some incredible clothing and accessories that are preloved and second-hand.

All of their clothing is recycled – they’re taking something someone no longer wanted that was given to an Opshop, and that someone will wear again, look good in and feel great about themselves in.
Many of the garments are sourced from opshops where the money gets donated to a good cause, and purchasing second hand clothing from places such as Good Steals saves you searching through clothes racks and saves you coins too.

What’s in the pipeline for Good Steals?

The girls are in the process of designing a website for their business, which is growing by the day. (Actually more like by the hour!)
They also wanna hit 10,000 followers by the end of summer, so head to their Instagram HERE and help make that happen!

Georgia and Phoebe are so energised and motivated to build up their brand and achieve their goals, and also talked about people who don’t.
To them, a lot of it came down to the fear people have towards the tax system, and business in general.

We aren’t educated much at all about taxes and the Government system, so people are often too scared to kick off their own business, where in reality its not as hard or as scary as it seems. With Good Steals the girls have each other, which has made their journey easier, and together they’ve learnt a lot about the business side of business.

So what’s their advice for people starting up their own ventures?

“Make sure you love what you’re doing because then you’ll have the motivation to keep at it. Originality will make you stand out – have a unique selling point and know your target market”

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Georgia, Connor & some groovy threads

If you’re looking for some second-hand steals, I can’t recommend these girls enough. They upload often, as well as use Instagram Stories, the clothes are awesome, and at the same time you’re buying groovy clothes, you’re supporting a dream.

Both Georgia and Phoebe have created a truly awesome brand and business, with passion, ethics, and an exciting future ahead.

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Along with this post, Georgia and Phoebe have decided to do a wee giveaway on their page. If you like the look of this gorgeous vintage dress, head over to Good Steals to find out how you can Win it! 



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