Business profile: Wettie

It’s always a massive bonus being able to work in an industry you are passionate about, but being able to involve the whole family takes it to the next level.

This is the case for the Shields family, where Darren and Alison and their three children – Jackson, Gemma and Griffin – are all involved in the freediving and spearfishing business – Wettie.

With Darren, Jackson and Gemma developing the product lines, Alison looks after the accounts while youngest son Griffin has just started in the business and is in dispatch.

Alison (right) looks after the accounts side of the business which also includes a growing online presence.

The latest member of the Shields clan to work in the business is Griffin, currently involved with despatch.

Online sales are an essential part of the operation, something that Gemma is across. The business employs a further five staff in sales and manufacture.

An accomplished spearo, Gemma Shields looks after the online aspects of the business along with the marketing.

With motorway extensions set to take the place of their current premises in Albany, Darren had been on the lookout for a new space for some time. The move proved to be a short one but has enabled Wettie to make significant changes in the way their product is displayed, and customers serviced. Last month Wettie opened in expanded premises at 6 Arrenway Drive, Albany, as a new and improved freediving and spearfishing mega-store.

The premises Darren purchased was formerly a Korean bathhouse and restaurant. It was completely gutted to create 600 square metres of retail floor space and stock storage, plus a mezzanine.

There is no mistaking you are in a freediving store!

It had not been a smooth transition, with NZTA proving to be a difficult organisation to deal with regarding the new motorways.

“We got there in the end due to sheer persistence and managed to come out okay. Some other businesses chose to walk away with no compensation.”

The business has come a long way and undertaken several metamorphoses since the early days when it was run out of the garage at their family home.

“When the turnover started exceeding a million dollars, we needed to expand as the Wettie operation took off.”

In 2007, the Shields established the current business, just before the Global Financial Crisis (GFC).

“It was the best move we ever made, despite giving us a few sleepless nights.”

The name Wettie came about on a trip to Vanuatu where one of the group was founder of the 42 Below vodka brand, Geoff Ross.

“Geoff suggested the name, which was a general slang term for wetsuit, and it stuck. Now some 90 percent of the product we sell – from wetsuits, spearguns through to chilly bins – carries the Wettie brand.”

Most of the Wettie product has been designed by Darren, Jackson and Gemma.

The Wettie wetsuits are a prime example. While they are manufactured at one of three factories overseas, they are designed and tested by the team here in New Zealand and are made to suit Kiwi conditions.

Darren and Jackson Shields discuss a new wetsuit design with staff member Sonny.

“Our supplier tells us we are probably the second biggest buyer in the world of top end suits.”

While many other outlets selling wetsuits only have off-the-rack choices (often European designs with shorter arms and legs), the Wettie crew pride themselves on personally fitting their customers.

“We carry several thousand wetsuits, so can fit most people.”

It is this hands-on service that the Wettie staff take pride in.

“All our crew are experienced in their fields and passionate about what they do. They offer sound advice to novice and experienced divers alike – and are not just counter jockeys!”

Wettie spearguns are assembled on site. Andrew Wilson puts one of the latest models together.

There are several national and international title holders among them, so there is plenty of experience on the floor at any one time.

The shop has an extensive frontage and offers 26 carparks. It is also drive in – drive out for anyone with a boat on.

Once inside the main doors, it is something of a freediving Aladdin’s cave. Impressive mounts adorn the walls, and the product is well laid out, with plenty of choice.

There are six changing rooms where customers can try on a suit before they buy.

Darren says freediving is going through a growth phase now, and that it is not all about spearfishing.

“Our first two groups to come through the doors after we opened were both families heading to the Leigh marine reserve. It is not just about killing fish. A big part of the job is fitting out kids, especially with masks. Having an ill-fitting mask can easily put the kids off from what is otherwise a great experience.”

While Wettie design much of the stock, including spearguns, Darren has also developed the ‘float boat’, designed to be towed behind the spearo to put their catch in.

“This is both a practical and safe option. Having bleeding fish on a string on a float invites the attention of the apex predators which is not desirable!”

In recent years Darren has developed the float boat, a safe and convenient way for spearfishers to transport their catch.

While Darren has considered adding a scuba component to the business, this was never acted on.

“It is not our core business or of personal interest – there are plenty of options already in the marketplace without us getting involved.”

So, if you are a serious spearfisher and freediver, or just looking to explore the marine environment, it will be worth your while availing yourself of the personal service Wettie is renowned for when searching for your next set of gear.