INSPIRATIONAL TAYLOR WOMEN: SONJA DE MARI

Creative Director Vicki Taylor has had the honour of creating a design for Breast Cancer Cure's annual 'Tees for a Cure' campaign. This year 15 New Zealand designers have come together for one cause, creating unique designs in celebration of Breast Cancer Awareness Month.

This month's Inspiration Women is the CEO of Breast Cancer Cure, Sonja de Mari. It's an understatement to use the word powerhouse when describing Sonja. Over the past few months, the BCC has been up and down the country hosting the Fashion for a Cure show, raising over $700,000 to date.

With nearly 3,500 Kiwi's facing a diagnosis every year, the funds raised go directly to breast cancer research. In Sonja's words, her goal is to, "put ourselves out of a job".

We sat down with Sonja to chat about the hard work that goes on behind the scenes, how the charity makes a difference, and how the link between fashion and Breast Cancer Cure first began.

Tell us a little bit about yourself

Outside of work, I'm a daughter, sister, friend, wife and mum. I absolutely adore my family and friends. I'm an active relaxer and keep my passport up to date!

What’s something about yourself we would never guess!

I have the most amazing parking fairies (thank you!) and always seem to get the lucky last spot! I also have the best souvenir from Italy - my husband! We met down at the Auckland Viaduct in 2002 when he was here sailing with Prada for the 31st Americas Cup, this year we are celebrating 20 years together!

For those who aren’t aware, what is Breast Cancer Cure?

Breast Cancer Cure is New Zealand’s only not-for-profit organisation established solely to find a cure for breast cancer. We believe that breast cancer can, and should be a survivable disease. We generate vital funds for world-class research projects led by researchers in Aotearoa New Zealand and we are committed to giving the next generation a life free from the fear of breast cancer. The need is huge, with so many affected by breast cancer. Our mothers, grandmothers, sisters, aunties, friends, daughters and a lesser talked about fact, is that breast cancer also affects our men.

Sonja wears the Jimmy D Grandiflora Dress and taylor Veil Slip Dress

How does BCC differ from other breast cancer organisations?

Our pure focus on a cure is what makes us different. We work incredibly hard to fund the most brilliant research minds in New Zealand to ensure that breast cancer becomes survivable. A disease that people live with, and not die from. Our motto is for lives lived, not lost.

What ignited your passion for breast cancer research?

At Breast Cancer Cure events we hear the latest updates straight from leading New Zealand breast cancer researchers and scientists. They share their passion, drive and motivations, and most importantly, the urgent need for more funding to continue their work. I was incredibly moved by this at the first show I produced for Breast Cancer Cure in 2015 and more recently this has burned stronger as friends and loved ones around me have begun their own journey with breast cancer.

Do you have a favourite part of working with BCC?

Hands down, my favourite part is the collaboration. Breast Cancer Cure is incredibly lucky to partner with the most amazing Kiwis. We have dedicated ambassadors, some of whom have been part of our family for 20 years, donating their time and talent. Our NZ fashion designers are so generous, creative and clever and have in some cases also been working with us for the past two decades. NZ businesses support and sponsor us, through event tickets and tables, hosting clients, and donating their products and services, time and energy. All of these collaborations make a significant difference. We have a small but extraordinary Board who donate their time and expertise and the tiniest of teams who have enough energy and enthusiasm to generate the power of a second sun! Impact only comes when you hit a tipping point and I feel incredibly lucky to be part of the Breast Cancer Cure community. It's full to the brim with inspiring, fun and wonderfully successful humans.

Can you tell us how there became a link between NZ Fashion and BCC?

Fashion for a Cure started nine years ago. It was through the connection Breast Cancer Cure had with NZ fashion designers via the original Tees for a Cure campaign back in 2002. I came on board after producing a NZFW show for one of the Breast Cancer Cure designers in 2015 and became a permanent part of the touring team. The shows grew to a nationwide road trip and year on year the number of designers that were showcased increased, along with the number of guests and fundraising achieved. Fashion for a Cure is such a special show, it has a huge heart and brings so much joy. Our team is incredibly proud of these events and what is delivered around our country along with the joy and connection that is achieved from a special night out where everyone in the room has been part of making a difference.

Sonja wears the Issey Miyake 132 5. Origami Jacket, Marmalade Hats Stressed Felt Cap, and taylor Raised Integral Pant

We’re excited for the Breast Cancer Cure T-Shirts to return this year. How does the sale of these T-Shirts help research?

The beauty of working with local Kiwi companies for Tees for a Cure campaign is that outside of basic costs, the rest of the income can go directly towards funding vital breast cancer research. Our team does all the picking, packing, posting and customer service. The tees process gave us such an incredible insight into the busy world that NZ designers deal with. Our experience with the Tees highlighted the capacity of our designers and new levels of respect were reached!

Talk us through the process of launching the BCC T-Shirts each year, how much work goes on behind the scenes?

Timing is everything for this campaign. We contact all of the designers to gauge their involvement in the campaign, show them samples and talk through current tee styles and get their feedback on the best options for the campaign and most importantly request artwork - which has to be scheduled in amongst all of their other work deadlines and commitments - all the artwork from each designer is kindly donated. We then line up our BCC ambassadors and talent, and find a location for the shoot. Showroom22 has kindly gifted us their beautiful showroom for the past three campaigns. Our talented photographer Annupam Singh, who volunteers for all our campaigns and shows jumps on board. As do the amazing Joico and Basalaj Beauty teams who donate their time, stylists and products to all our campaigns and shows. Then things get busy! Once the printing has taken place, we pick up the boxes and make sure everything is ready for the shoot day. Everyone is given a call time, and the shoot kicks off. Our marketing manager, Amber manages the campaign elements and ensures the shopping experience on our website is ready and comms go out on our social pages/EDM’s so everyone knows to log in and choose their favourite artwork and support their favourite designers and the cause. We leave the media elements to freelance PR expert - Rebecca Lawson. Finally, the most important part; our team get to touch every order as we personally pick, pack and post out all of the tees in time to be enjoyed for summer, or wrapped ready to be a wonderful Christmas gift - one that keeps on giving!

Sonja wears the taylor Sequin Annotation Dress and Veil Slip

What’s one of your career highlights working for BCC?

I have a few highlights! Becoming CEO last August would have to be the first one.

Having all of our designers say yes to a relaunch of our Tees for a Cure campaign while we were in lockdown last year, and everything coming together just in time to launch on Dec 1st as lockdown released and Christmas loomed. The end result raised more than $250k for breast cancer research. It was the best end to a tough period when we couldn’t hold any of our events.

Lastly, the Fashion for a Cure shows are also such a highlight. I can remember every single event and something special that happened at each one. The 25th Anniversary Show held in Auckland this year was epic, we showcased 25 designers to celebrate 25 years, had 330 guests in the room, three amazing MCs, two successful auctioneers, 100 volunteers and we raised the most we ever have at a single event ($204,269!). We did all of this with our tiny team of five.

What are your goals for BCC in the next few years?

Our goal is to put ourselves out of a job. We want to generate as much funds as we can to support our scientists to find a breast cancer cure.

View the Breast Cancer Cure Tees for a Cure in-store now, and head online. to purchase at breastcancercure.org.nz