New Name, New Home – Welcome to ElenaPia Fashion Boutique!

We’re so excited to share some wonderful news with you — we’ve rebranded and relocated! What was once In at the Station is now proudly ElenaPia Fashion Boutique, and we’ve moved into a beautiful new space in the heart of Rawene, with even more charm, creativity, and community spirit.

You’ll now find us at 1 Parnell Street, Rawene, perched on the edge of the stunning Hokianga Harbour, inside the vibrant and inspiring No.1 Parnell Gallery. It’s more than just a fashion boutique — it’s a destination. Right alongside us is the delightful Era Café, serving up delicious coffee and homemade treats, making it the perfect place to pause, browse, and soak in the atmosphere.

Our new boutique still offers everything you’ve come to love — an elegant range of women’s fashion, accessories, and New Zealand-made skincare and wellness products — with a renewed sense of style and soul. We specialise in natural fabrics, flowing silhouettes, and timeless pieces that celebrate comfort, beauty, and individuality.

The name ElenaPia now unites our boutique and our own clothing label under one identity, making it easier for our customers to connect with the full ElenaPia experience. It's the same quality, style, and heart — just with a name that brings it all together.

And here’s more good news — we’re now open 7 days a week! That means you can visit any day that suits you to explore, discover, and connect.

Just passing through Rawene? Make sure we’re on your itinerary. Whether you're exploring the wild beauty of the Hokianga, catching the ferry across to Kohukohu, or on a road trip through Northland, our boutique offers a relaxing and inspiring stop. Enjoy a coffee and cake at Era, take in local art at No.1 Parnell Gallery, and find something beautiful to take home — whether for yourself or as a special gift.

So come on down to our new home, we can’t wait to welcome you!

📍 ElenaPia Fashion Boutique1 Parnell Street, Rawene, Inside No.1 Parnell Gallery, alongside Era Café, Hokianga Harbour, Northland, New Zealand

Now open 7 days a week!

New look. New space. Same heart. Come experience it with us.