Crushes is the creative collective of two Auckland friends, Sarah Firmston and Rose Hope.

All projects that come from these two, whether a new design or a practical do-it-yourself project, have a sense of subtle modernity. A love of being understatedly, effortlessly cool. While they try to bring back the love of being hand made in New Zealand.

Rose and Sarah started creating products as a way to fill a void in the New Zealand-made market, and to sell in their boutique, The Bread and Butter Letter. With the products growing popularity, they decided to put all their efforts into creating a brand to represent their designs and creations. Crushes is now not only selling in their boutique, but in many others around the country, too.

Crushes is also now the home of this lovely website that has always been on their ‘would-love-to-create’ list of things to do. Rose and Sarah hope that it inspires you to ‘love to create’!




Rose Hope

Hi! I’m Rose – the silly one.  I’m addicted to reality television and hoarding fabrics. My background is in music which I studied for many years, but lately I’ve been enjoying being creative in other areas, like sewing! I believe commerce is extremely creative, so I just adore my job.

Sarah Firmston

Hello! I’m Sarah, and I’m the one that wears glasses. I spend roughly 50% of my life online shopping or googling ‘Boston Terrier videos’. My background in Landscape Architecture and Urban Design has given me a fresh look into product design, which I have loved projecting into the CRUSHES brand.

The Bread and Butter Letter

The Bread and Butter Letter is Sarah and Rose’s love child – a boutique they have created full of carefully curated New Zealand made goodies, and hand selected vintage clothing. It is a colourful concept store that brings quirky-loving customers in, and keeps them in while they explore all of the little lovelies the store sells.

The Bread and Butter Letter opened in early 2011 in a quaint and sunny spot in Eden Terrace, New Zealand. Though, Sarah dreamed about it well before then, as she moved into the flat above and loved exploring the idea of filling the beautifully historic terraced building with a fun project. Sarah then asked her new, but like-minded friend Rose to come on board, and the planning begun! Vintage clothes were sourced, handmade craft was found from all across the country, and the bottomless teapot was left out for customers to enjoy with a pile of board games to play.

Sarah and Rose saw progress and profit each year, which meant they were constantly working on growing and evolving. In late 2012, the girls found a much larger and central location on Aucklands’ vibrant and quirky K’ Road. Not long after, the lease was signed, the shop was completely rennovated, and opened by March, 2013. Between the stores three levels, the girls now have a lot more space for growth, offices, and a white bricked basement to house events.

Rose and Sarah have enjoyed the opportunity to organize events; The pop up craft and vintage markets, Twice As Nice which has found a home in Queens Wharf’s The Cloud on numerous occasions. Nana Nights, an evening of music and craft in the beautifully historic St Kevin’s Arcade. And the very popular and seasonal Auckland Clothes Swap that promotes the community to recycle clothing.

But what is A Bread and Butter Letter you may be asking yourself? We get asked this daily. Simply put, it is the name of a thank you letter that one would write following a night of hospitality. Sarah found the phrase in an antique book about etiquette. Sarah loved the collection of the words and how it sounded, so then named her blog and continued with the name into the creation of the shop.

The Bread and Butter Letter is Sarah and Rose’s main focus. Their nine-to-five. It is the fusion of all of their passions and aesthetic vision come to life. It is what started this whole journey. Visit it at 225 K’ Road, Newton, Auckland, or come online at any time – www.breadandbutterletter.co.nz