MARRIS FOTHERINGHAM MOVED TO THE Victorian capital from New Zealand in 1988, where she pursued her first calling as a teacher for 12 years before deciding to practice what she'd been preaching to senior students, and take a shot at managing her own business. She took long-service leave, launching Shiraz Fashion Marketing in 2000.

"The vision I had was to represent predominantly New Zealand labels - that was to be my point of difference, my niche."

It seems the fit was good from the start. Retailers responded well to a Kiwi promoting New Zealand fashion in Australia, not least because of what she terms its "intangible point of difference".

"New Zealand fashion has a reputation for being original and quirky; some describe it as mysterious, some will say that it is an intellectual way of dressing - whatever that may mean. These are strengths that I identify strongly with and enjoy promoting."

Kiwi designs also have the advantage of being wearable, extremely well made, and designed for "real women", which has consistently proved a hit with mature and discerning Australian females.

While they are all intrinsically 'Kiwi', each of Fotheringham's client labels has a distinctive proposition, she says.

Mild Red offers "a unique sculptural style with textured shapes and architectural structure", while the Moss philosophy is to create "beautiful clothes that flatter the figure and are fun to wear" in sizes 10 to 24. Caroline Church is typified by "outstanding pieces with exquisite beading and embroidery for special occasions, which work effortlessly along­side her beautiful tailoring", while Stitch .Ministry - whose cornerstone is innovative knits - also produces a range of stylish 'must-haves'.

The versatility of Ricochet's designs has been vital to its success in the variety of ways garments can be worn, while "Starfish has always been inspired by stories of New Zealand's people, communities and environment", says Fotheringham. Laurie Foon - whose self-titled label she also represents - has an ability "to bring splendour to everyday wear, blending understated elegance with lasting utility" while Lastly Women, a relative newcomer, "delivers high fashion contemporary clothing" and consistently directional ranges.

Fotheringham always has one eye firmly open for new (ideally Kiwi) labels that fit her profile but is also wary of over committing her resources. She does employ casual support at peak times, but likes to keep a decidedly hands-on approach.

"My tertiary background is not only in commerce, marketing and business management but also in conflict resolution and counselling. 1 never thought  that I would have a job where 1 needed to draw on all those skills so regularly."

She invests a lot of time assisting designers implement effective export systems, and believes establishing a bond of trust with her clients is the biggest challenge of her job.

"Agents are the caretakers of that most important of relationships between the retailer and the designer - if the designer is not relying on me as their agent they are leaving themselves out of touch with what the market really want". It is vital that the parties involved - the retailer, the agent and the designer - believe they are heading in the same direction. If everyone shares that philosophy then the designer is happy, the retailers are happy and the product benefits."

Citing overdue accounts as her biggest headache, Fotheringham says her designers' drive to continuously improve counteracts the lesser aspects of the job. She also has a lot of time for those other key players in her business.

"I absolutely love this business. The majority of retailers that you form relationships with are professional, hard-working, honest people and I am full of admiration for them. I especially love reconnecting with my clients and showing them the new season's collections. We joke, we laugh, we share stories."