Society Insider: Graeme Hart’s granddaughter Jemima Hawkesby launches luxury golfwear brand Albi

Harry Hart and Nick Mowbray, pictured at Gretchen Hawkesby’s 50th birthday party in 2024.

Hawkesby says Albi isn’t trying to be everywhere straight away.

“By the end of this month, the brand will be available exclusively through a small group of premium golf clubs around New Zealand.”

One of those is Tara Iti, north of Auckland, where Hawkesby’s father Duncan, Uncle Harry and Graeme and Robyn Hart are shareholders. Te Arai Links, Jack’s Point in Queenstown and Arrowtown Golf Club are among the clubs expected to stock Albi in the coming months.

Earlier this month, Hawkesby, Harry’s fiancée, Australian heiress Cartier Lee, and family friend broadcaster Laura McGoldrick were among a group of female golfers wearing Albi on the Tara Iti course.

Laura McGoldrick, Cartier Lee and Jemima Hawkesby wearing Albi at Tara Iti.

Hawkesby’s career started in Dunedin, where she worked for the Herald’s parent company NZME while completing her Bachelor of Commerce in marketing at the University of Otago.

“I worked part-time as a Lower South Island promotions co-ordinator and absolutely loved it. Radio is such a fun, fast-paced industry, and working alongside people like Callum and P from The Hits Breakfast Dunedin, and seeing how passionate they were about what they did, made it a pretty great place to start.”

She says she was lucky to have two managers who encouraged her to get involved in everything and learn beyond her role.

Jemima Hawkesby on graduation day with her grandparents, Robyn and Graeme Hart.

After graduating, Hawkesby moved to Wellington, where her boyfriend, cricketer Jesse Tashkoff, was based playing domestically. She applied for more than 60 marketing jobs and, after “rejection” and “ghosting”, was thrilled to land a role with Kiwi skincare brand Antipodes in Wellington in January last year.

Jesse Tashkoff with Jemima Hawkesby at her graduation last year from the University of Otago.

“I joined Antipodes as the PR lead and worked closely with founder Elizabeth Barbalich. She’s built such an incredible international business, and I learnt so much from her.”

While Tashkoff played the UK summer for Harpenden Cricket Club’s First XI, Hawkesby spent a few months with the Antipodes UK team in Harpenden, just outside London, doing everything from PR and influencer relationships to working with retailers and customers on the shop floor.

Hawkesby says her new role has come at the perfect time.

“After being away from Auckland since starting university, I was ready to move home and be closer to family and friends following my little UK stint.”

Jemima Hawkesby in Cannes in the Euro summer.

She went straight from Antipodes to Albi and is already working on the brand’s second collection.

“Albi takes a lot of inspiration from fashion in the way it approaches colour, shape and construction, while still making sure everything actually works on the golf course,” Hawkesby says.

The range features luxe Australasian merino alongside technical fabrics, UV protection and functional detailing.

“Even things like towelling-lined pockets have been thought about, which I think is such a nice touch,” Hawkesby says.

Designs from new luxury golfwear brand Albi.

While retail pricing is being finalised, Hawkesby says the brand is comparable to Greyson Clothiers, the high-end US golf and lifestyle label, where polos sell for around $200.

Albi has worked with several golfers over the past two years to get their input into the range.

The Albi logo features an albatross with an A, a nod to performing an albatross in golf – scoring three under par on a single hole.

“[A golf albatross] is incredibly rare and also has such a nice connection back to New Zealand. It also ties into another part of the brand philosophy, A Life Built Intentionally,” Hawkesby says.

The Albi logo has a nod to performing an albatross in golf.

Another brand motto is “In Quiet Pursuit”, which comes from the idea that everyone is quietly pursuing something, on the course and off it. Hawkesby likens it to a practice swing.

“Before you hit a shot, you’d usually have a swing, get a feel for it and work out where you’re trying to go before actually committing to it. There’s something quite cool in that idea outside of golf too. We’re all figuring things out as we go, but hopefully with some idea of where we’re heading.”

Hawkesby says she’s early in her career but has been “incredibly lucky” with the people she’s worked with so far and is excited to bring her experience to her work with Albi.

“It’s honestly such a fun stage to join a brand because there is so much happening behind the scenes.”

She says she is loving learning every side of a start-up.

“New Zealand is very much the starting point, with Australia and the US in sight further down the track, which is super exciting.”

Albi’s first major activation will be at Kiwibank Chasing the Fox at Royal Auckland & Grange Golf Club on December 11.

“We’re really excited to be producing the event’s apparel and merchandise collection for Superette this year.”

Smaller activations will come through supporting amateur golf, “particularly the young women making moves in the sport”, and the brand is exploring ways to bring Albi to life beyond the pro shop with clubs and events over summer.

Albi is building relationships with professional golfers, but is just as keen to hear from everyday golfers.

“We want to speak to both men and women about what they actually want to wear, what they feel is missing and what they would love to see next. Those conversations will play a big part in where the brand goes from here.”

Party People of the Week

Disruptors Carpark Dinner

About 300 founders and funders gathered last week for Auckland Start-up Week’s Disruptors’ Dinner at Wilson Parking’s Karangahape Road carpark.

With a theme of rebellion, guests were told to meet on Karangahape Rd before they were moved through the Lim Chhour food court and supermarket into the carpark for drinks and dumplings, Squid Game-style performers and a graffiti wall. Dinner was served in a marquee on the rooftop, with a performance by tenor Jack Bourke, who sang from a balcony in the Ironbank building.

The Ella Mizrahi and Oliver Driver-produced event included a video of Mayor Wayne Brown that screened on the George Court building, and performers who robotically served guests pavlova for dessert.

Auckland Deputy Mayor Desley Simpson with Annette Presley and Peter Goodfellow at the Disruptors’ Dinner. Photo / David St George

Guests included Brown, Deputy Mayor Desley Simpson and her husband, former National Party president Peter Goodfellow, councillors Victoria Short and Richard Hills, Auckland Council start-up programme manager Keren Phillips, communications pioneer Annette Presley, Accordant NZ programme director Dale Clareburt and creative entrepreneur Gus Simonovic.

Auckland Mayor Wayne Brown, Pam Ford, Marissa Brindley and Erica Lloyd. Photo / David St George Councillors Victoria Short and Richard Hills. Photo / David St George Dale Clareburt and Keren Phillips. Photo / David St George Gus Simonovic and Noora Ruskola. Photo / David St George Kenyon Shankie and Kat Lintott. Photo / David St George Samantha Clyma and Olivia Donaldson. Photo / David St George DJ Alisha Paul. Photo / David St George

An Evening with Isabel Estate at Return

Isabel Estate brought a taste of Marlborough to Auckland for an intimate evening at acclaimed Ponsonby Rd restaurant Return.

Hosted by Isabel Estate’s chief winemaker Jeremy McKenzie, the exclusive gathering brought together some of New Zealand’s most respected wine writers, editors and media personalities for a three-course dinner celebrating the winery’s award-winning Chardonnay portfolio.

Matt Lambert, Jeremy McKenzie and Barbara Lambert at Return. Photo / Chloe Pomfret

Return’s Michelin-starred chef Matt Lambert created a bespoke menu paired with Isabel Estate’s wines.

Return co-owner Barbara Lambert and head sommelier Jim Turner hosted guests including wine experts Cameron Douglas and Jane Skilton, and media including BusinessDesk publisher Matt Martel, Kia Ora editor Jacqui Loates-Haver, NZ House & Garden editor Naomi Larkin and Undertow Media group account manager Ashleigh McEnaney.

Jim Turner and Barbara Lambert. Photo / Chloe Pomfret Cameron Douglas and Ashleigh McEnaney. Photo / Chloe Pomfret Matt Martel, Jacqui Loates-Haver and Jeremy McKenzie. Photo / Chloe Pomfret Bel Bonner, Christine Lin and Molly Codyre. Photo / Chloe Pomfret Greg Sinclair, Jeremy McKenzie and Andre Rowell. Photo / Chloe Pomfret

Ricardo Simich has been with the Herald since 2008 where he contributed to The Business Insider. In 2012 he took over Spy at the Herald on Sunday, which has since evolved into Society Insider. The weekly column gives a glimpse into the worlds of the rich and famous.