‘Vibrancy’ drew designer back to hometown


Living the dream . . . Inc Design Store founder Helen Riley-Duddin, with Claude (6 months), outside her Oamaru home and now design store. PHOTO: REBECCA RYAN

When people move away from the town they grew up in, they often never plan on coming back.

That’s what Helen Riley-Duddin thought about Oamaru.

But in 2015 she fell in love with a century-old character home in Greta St, bought it and moved back to her hometown with husband Michael and children.

“We were never going to leave Dunedin, but this house stole our hearts,” Mrs Riley-Duddin said.

“And there were just enough things that made it feel like it was on the cusp of exciting growth or change, just this vibrancy that small towns typically don’t have.”

Three weeks ago, the former Waitaki Girls’ High School pupil opened a new design store – Inc Design Store – in the front room of her early 1900s home.

After leaving school, Mrs Riley-Duddin worked on the family’s organic market garden in Kakanui while she decided what she wanted to do next.

She settled on studying design and marketing at Otago University – and met husband Michael Duddin in her first two weeks.

They loved Dunedin and “were the weird ones” who stayed on after graduating from University.

Mrs Riley-Duddin taught at the Otago Polytech’s School of Design until she had her first child, Jemima.

Her brand Tinch Design Studio started from designing interactive wall spaces at her own home, using magnetic products.

“I called it ‘half way between art and play’ – it was art for the walls, but that the kids could interact with – and it wasn’t ugly,” she said.

Based from a studio in her Dunedin home, she started selling online and also returned to the School of Design to teach part-time.

When her brand had become established, she started having discussions with other creatives in Dunedin about collaborating to open a store in Dunedin.

“That led to the establishment of Guild,” she said.

“It was an opportunity to have a central city store in Dunedin that each of us as individual brands couldn’t have afforded but collectively it worked.”