A FAMILY-RUN NEW ZEALAND PLUS SIZE BRAND

why I started
friday flamingo

Fashion has always been part of my life.
I studied fashion design, opened my first boutique while I was still at university, won New Zealand Young Designer of the Year at just 21, and later showcased collections at New Zealand Fashion Week.


After stepping away from the fashion industry, my journey took a very different direction.


Like so many women, I found myself deep in diet culture. I lost a significant amount of weight, built a fitness app, created a weight-loss business, and spent years believing that if I could just change my body, everything else would fall into place.


I tried the diets, the shakes, the pills and the programmes. I know what it’s like to spend years chasing the next goal, thinking happiness is waiting on the other side of a smaller dress size.


For a long time, I genuinely believed that was the answer.


But eventually I realised something.


No matter what the number on the scales said, I still struggled to find clothes that truly felt like me.


The styles I loved often weren’t available in plus sizes. If they were, they felt like an afterthought, different prints, different cuts, or simply not designed with curves in mind.


That was the moment everything changed.


I stopped asking myself, “How can I change my body to fit the clothes?”


And started asking…


“Why aren’t we making better clothes for women like me?”


That question became Friday Flamingo.


I didn’t start this brand because I wanted to sell clothes.


I started it because I wanted women to have access to beautiful fashion that was designed for curves from the very beginning.


I don’t believe there’s one right path when it comes to our bodies. If you’re trying to lose weight, I genuinely wish you every success. If you’re happy exactly as you are, that’s wonderful too.


What I do believe is this:
Whatever your journey looks like, you deserve beautiful clothes that fit you today.

Clara Maxi Dress - Friday Flamingo

Hi, I'm Sera


Fashion has been part of my life for more than 20 years, but at the heart of everything I’ve done has always been one simple goal: helping women feel amazing in what they wear.


I became a mum at 17, and as a young single mum, I was determined to build a future for both of us. While raising my daughter, I studied fashion design at AUT, opened my first boutique while I was still at university, and at just 21 years old was honoured to win New Zealand Young Designer of the Year.


Over the years, I built boutiques in Ponsonby and Parnell, showcased five collections at New Zealand Fashion Week, and had my designs featured both in New Zealand and internationally, including Vogue, Rush and Singapore Women’s Weekly.


I also owned a successful bridal and custom-made clothing business, designing everything from one-of-a-kind wedding gowns to garments made specifically for women who struggled to find the right fit. Working one-on-one with thousands of women taught me something you simply can’t learn from a textbook: every body is different, and great clothing starts with understanding fit, not forcing women to fit the clothing.


I’ve been fortunate to achieve things I could only dream of when I first started my career, but the moments I’m proudest of have never been the awards or the runway shows.


They’re the conversations with everyday women who tell me they’ve finally found clothes that fit beautifully, feel comfortable and make them feel confident again.


Having experienced different stages of my own body throughout my life, I know just how emotional getting dressed can be. I’ve been the woman chasing the next diet, waiting until I lost weight before buying the clothes I really wanted. I’ve also been the woman who realised life doesn’t wait.


That’s why every Friday Flamingo collection starts with one simple question: “How can we make women feel comfortable, confident and excited to get dressed today?”


Every collection is designed with real women in mind, thinking about comfort, movement, fit, colour and the little details that turn a piece of clothing into a favourite you’ll reach for again and again.


I truly believe beautiful fashion should be available to every woman, not just those who fit into a certain size.


Welcome to Friday Flamingo. I’m so glad you’re here.


xx Sera

What Makes Friday Flamingo Different?

There are more choices for plus size women today than ever before, and we think that's a wonderful thing. Every woman deserves to find clothing that reflects her style and makes her feel amazing.

At Friday Flamingo, we've built our brand around the things our customers tell us matter most.

Designed by someone who truly understands

Friday Flamingo isn't designed from a spreadsheet or by simply grading up standard-size clothing.

Every collection is designed by someone who has personally experienced the challenges of finding stylish, well-fitting plus size clothing. Every design starts with real-life experience and the question, "Would I genuinely love wearing this?"

More than 20 years of fashion experience

With more than two decades in the fashion industry, every garment combines technical design knowledge with real-world experience.

We think about fit, movement, fabric, proportion and comfort because beautiful clothing should look just as good as it feels.

Designed for curves from the beginning

Our clothing isn't simply made bigger.

Every style is designed specifically for curves, considering bust fit, sleeve fit, apron tummies, movement, length and the little details that make clothing comfortable to wear all day.

Consistent sizing

One of the biggest frustrations when shopping online is never knowing what size to order.

We've worked hard to keep our sizing as consistent as possible across our collections, so once you know your Friday Flamingo size, you'll generally find that same size works across our range.

Detailed garment measurements

Every product page includes detailed garment measurements so you can compare them with something you already own and shop with confidence.

Providing as much information as possible has helped us build trust with our customers and is one of the reasons we're proud to have such a low return rate.

Fashion first

We don't believe being plus size should mean settling for safe or boring clothing.

We love colour.

We love beautiful prints.

We love statement pieces.

We love timeless wardrobe staples.

Our goal has always been to create the kinds of clothes we wished we could find ourselves.

Real women, real confidence

The women you see wearing Friday Flamingo are the heart of our brand.

While we occasionally work with professional models, many of the women you'll see on our website and social media are our real customers.

They're mums, teachers, business owners, creatives, nurses, grandmothers and everyday women who simply love our clothing.

We believe representation matters, which is why we proudly feature women of different ages, body shapes, heights and sizes.

Because plus size women don't all look the same, and fashion shouldn't pretend they do.

Proudly representing Aotearoa

We're incredibly proud to showcase the diversity of New Zealand.

You'll regularly see Māori and Pacific women featured throughout our campaigns because representation genuinely matters to us.

As a family with strong Pacific roots through Amani and our children, celebrating Pacific culture is something that's incredibly important to our family and our brand.

Everyone deserves to see themselves reflected in fashion.

We listen

Some of our best designs have come directly from customer feedback.

Whether it's adjusting a sleeve length, changing a neckline, improving a fit or adding pockets, we genuinely listen.

Our customers help shape every collection we create.

Family-run customer service

When you contact Friday Flamingo, you're talking directly to us.

We're still a family-run New Zealand business, and we genuinely care about every customer.

If we notice something doesn't look quite right with an order, we'll often reach out before it's sent. We'd much rather spend a few extra minutes helping someone receive the right size than have them disappointed when their parcel arrives.

For us, customer service isn't a department.

It's who we are.

Built through community

Friday Flamingo has never relied on huge advertising budgets or celebrity endorsements.

We've grown because our customers tell their friends, share their outfits and continue coming back.

That support means everything to us, and we're incredibly grateful for the community that's grown around Friday Flamingo.

More than just clothing

At the end of the day, Friday Flamingo has never just been about selling clothes.

It's about helping women feel seen.

Helping women feel included.

Helping women feel comfortable.

Helping women feel confident.

And creating clothing that reminds every woman she deserves to feel beautiful today, exactly as she is.

Statement Pieces

Inclusive Size Range

High Quality