Director of Public Library Showroom

Emma is New Zealand’s answer to Paris’ Caroline de Maigret. Born and raised in New Zealand, Emma started her career in Sydney before returning to Auckland to start her own Sales and PR Showroom - Public Library.

Emma is unlike anyone else you’ve met in the fashion circle; she exuberates in positive energy with incredible warmth. Her optimistic spirit instantly rubs off on, and her cool undone style will make you want to rethink about your wardrobe (and life in general!). And where do we even begin with Emma’s vintage wardrobe... Her collection can entice sheer FOMO in anyone who loves fashion. Aside from being a vintage fashion aficionado, Emma also knows how to care for her skin with just as much gusto.

A mum and an all-round style icon, Emma is also the best person for sniffing out the best places to shop vintage, cool places to eat and drink, and (very important!) the best products for luminous and glowing skin.Take your time to soak it all in. You will be happy you did.

Can you tell us about your journey with working in fashion? How did it start?

I was working for Ksubi in Sydney and wanted to move back to New Zealand. I had the idea over there to start a sales and PR showroom in Auckland representing initially Australian brands. Ksubi supported me 100% percent. As soon as I had them onboard other brands followed pretty quickly. I had also been on a buying trip to Europe and America with a friend who was opening a high end boutique. The showrooms overseas really inspired me to start something similar.

You have incredible skin. Can you share your favourite products lately?

Im currently loving Shiseido's Synchro Skin Illuminator and Cosmedix Glow Bamboo Brightening Mask.

DIY beauty hack

I use coconut oil as a body moisturizer and add my own essential oils. I also like to make my own fragrance using these.

Your morning routine

I wash my face with Aspect Deep Clean cleanser, I then use a Vitamin B and C serum and moisturise using Shiseido's Essentials Energy Cream.

Haircare routine

I wash it every 3 days and half dry it with a blowdryer and let the rest dry naturally. I have curly hair so I have found the O&M Frizzy Logic works magic in my hair. And Kevin Murphy Killer Curls is amazing. I only ever brush my hair after I have washed it other wise it goes super frizzy. So yeah I pretty much just leave it alone to do its thing.

Best beauty indulgence

I used to get a peel every now and then at The Face Place …it makes your skin feel so good!

You have the best vintage wardrobe in New Zealand. Where do you normally shop?

For Vintage I would say Etsy.com is the best. I buy the majority of my vintage from there and always go to vintage markets when I am overseas, I am also a sucker for the Army Surplus store on K road and the Asia Gallery in Penrose. The websites I would tend to buy/look at would be shopsuperstreet.com, mnzstore.com, ssense.com, lisasaysgah.com and matchesfashion.com.
Babelogue in Beresford Square would be my favourite for unique pieces for home.

Best kept secret

Not sure if it’s a secret but Gemmayze Street is delicious and in one of my favourite buildings in Auckland (St Kevins Arcade). I also love Ralphs eatery for the burgers, curly fries and jalapeno poppers!

Thank you Emma Cruickshank & Public Library Showroom xx

Interview — Zeenat Wilkinson
Makeup and Hair — Jemma Barclay
Video and photography — Amazir Aknine

This interview was brought to you in collaboration with Shiseido

Emma Cruickshank