Our Story: Behind First Date Rentals

Kia ora,

If you've ever received one of our signature red parcels, visited us for a try-on, or exchanged a few emails with us, there's a good chance we've already "met".

I'm Emily, the owner and Managing Director of First Date Rentals, and I thought it was finally time to properly introduce myself and share the story behind the brand.

It all started with 20 dresses and a loan from Mum

Back in 2019, I was 18 years old and had just started university. I wasn't trying to start a business—I was simply looking for a creative hobby that might earn me enough to stay off student living allowance.

With a small loan from my mum, I purchased around 20 designer dresses, many of them from brands like Rat & Boa, Realisation Par and Bec & Bridge, and set up a small rack in the spare bedroom of her house.

There was no grand business plan.

No five-year strategy.

No expectation that this little hobby would one day become my full-time job.

I just loved beautiful clothing, enjoyed building a brand, and had fun creating content for social media. My first bookings came through Instagram, and slowly—but steadily—more and more New Zealand women began discovering dress rentals.

Without really realising it, my little hobby had started growing into something..

A slightly unusual path into fashion

One thing that surprises a lot of people is that my background isn't actually in fashion or business.

Alongside building First Date Rentals, I completed an undergraduate degree in Physiology and Psychology before going on to postgraduate study in Psychology, specialising in Neuroscience and Nuclear Imaging.

My long-term goal is still to work in medical research, particularly within neuroscience.

People often ask how I ended up in fashion with a science background, but to me, the two aren't as different as they seem. Both require attention to detail, problem solving, organisation and, most importantly, a genuine desire to help people.

First Date Rentals simply found me before I found my way into research.

Growing into something I never imagined

Somewhere between finishing my undergraduate degree and beginning postgraduate study, I realised this little side project had quietly become a real business.

The years following COVID saw incredible growth as more people began embracing dress rentals as a smarter, more sustainable alternative to buying outfits they would only wear once.

Today, we've proudly fulfilled more than 23,000 orders, helping women dress for school balls, graduations, birthdays, weddings, engagement parties, black tie events, races, holidays and so many other unforgettable moments.

Looking back, it's something 18-year-old Emily never could have imagined.

More than dresses

People often assume this business is all about fashion.

It isn't.

For me, it's always been about confidence.

One of my favourite sayings is "You've got that first date energy," which you'll find written on the mirror in our studio.

It's not really about first dates at all.

It's about that feeling you get when you put on an outfit that makes you stand a little taller, smile a little bigger, and feel like the very best version of yourself.

Whether you're celebrating your Year 13 Ball, your 21st birthday, your graduation, attending a wedding or simply treating yourself to a beautiful outfit, I hope every customer walks away feeling exactly that.

Beautiful.

Why I believe in renting

I've always believed fashion can be enjoyed more sustainably.

The reality is that most event wear is only worn once before spending years hanging in a wardrobe. Meanwhile, fast fashion continues to encourage over-consumption, creating enormous amounts of unnecessary waste.

Renting allows women to enjoy high-quality designer garments for a fraction of the retail price while giving each dress many wonderful lives instead of just one.

It's better for our wardrobes, our wallets and, ultimately, for the environment too.

What you don't see behind the scenes

Running a dress rental company is very different from running a traditional clothing store.

Every single garment follows a journey before it reaches you.

Each dress is carefully inspected after every rental, cleaned, repaired if needed, steamed, photographed, packaged and prepared for its next customer.

There are also couriers to navigate, seamstress appointments to organise, damaged garments to repair and clean, returns to follow up, new arrivals to buy, hundreds of emails to answer, social media to manage and countless other jobs that happen quietly behind the scenes.

On an average day, I wear more hats than I can count—customer service, marketing, operations, logistics, purchasing, cleaning, quality control and order fulfilment, just to name a few.

Most people don't realise just how much work goes into preparing a single rental.

Sometimes I can simply take a dress from the rack and package it within minutes.

Other times, preparing one garment can take hours.

The standard I hold us to

One thing I've always promised myself is that I will not compromise on quality.

If I feel a garment no longer reflects the standard I want customers to receive, I'll replace it—even when the wear has simply accumulated naturally over time and the cost comes entirely out of my own pocket.

Every year I replace around 30 designer garments simply because I believe customers deserve the very best version of that dress.

It's not always the most profitable decision.

But it's one I'll continue making.

The moments I'll never forget

In 2023, First Date Rentals was honoured to receive the People's Choice Award at the Auckland Business Awards.

Standing on that stage, completely shocked and trying to hold back tears while accepting an award voted for by our own customers, is something I'll never forget.

For me, it wasn't just an award.

It was a reminder that the countless long days, late nights and hard work had meant something to the people we serve.

That moment will always hold a special place in my heart.

The reality of running a small business

I'll let you in on a little secret.

I care... probably too much.

When something doesn't go to plan, I don't simply move on to the next task.

I replay it in my head, wondering what I could have done differently.

I lose sleep over delayed parcels.

I worry about damaged garments.

I overthink customer concerns.

I care deeply because I know these aren't "just dresses."

They're being worn to some of life's biggest milestones.

Birthdays.

Graduations.

School balls.

Weddings.

Engagement parties.

Special memories you'll look back on for years to come.

That responsibility is something I never take lightly.

A small favour

If there's one thing I'd ask of every customer, it's this:

Please remember that behind every rental is a small New Zealand business and a team that genuinely cares.

Returning your dress on time is just as important as us getting it to you on time.

Looking after your garment means another woman gets to enjoy it after you.

Every act of care helps us continue keeping designer fashion accessible and affordable for thousands of women across New Zealand.

Thank you

When I bought those first 20 dresses all those years ago, I never imagined where this journey would lead.

Today, First Date Rentals has grown into something I am incredibly proud of, but at its heart it remains exactly what it has always been—a small business built on hard work, passion, and genuinely caring about our customers.

To every customer who has trusted us with a special occasion, recommended us to a friend, shared a photo, left a kind review or supported our journey in any way, thank you.

You've helped turn a university hobby into something far greater than I ever imagined.

I truly hope that when you leave First Date Rentals, you don't just leave with a beautiful dress.

I hope you leave feeling beautiful too.

With love,

Emily ♡