Jenny Drury, designer of Ketz-Ke and co-designer of LEO+BE
Auckland-based designer Jenny Drury has always been unafraid to forge her own path. The talented designer was managing a boutique when she was just 17 years old. Having bravely launched her highly regarded brand Ketz-Ke back in 2005, the label is now extensively stocked across both New Zealand and Australia and has amassed quite the following. It’s a loyal community with an appreciation for boutique streetwear with feminine styling and a distinctive point of view.
For as long as she can remember, how she dresses has been important to Jenny. She’s always had a natural flair for self-styling: taking classical pieces but adding a hint of edginess.
How other women feel in her designs is hugely important to Jenny and is much of the inspiration behind continually delivering confidence-inducing designs with bold colour, cool-casual silhouettes, and distinctive Ketz-Ke silhouettes.
Having evolved her brand through 18 years of industry growth and challenges, Jenny teamed up with her sister Brenda Wilkinson to launch a more youthful-focused collection under the pair’s LEO+BE label. The name references Jenny’s star sign (Leo) and BE is the initial for Brenda.
While both brands have clearly struck a chord with their audience, Jenny has discovered another connection to women (and men) around New Zealand – her love of baking, homemade slices, and team morning teas.
After sharing a recipe during COVID lockdown, Jenny’s post gained enormous traction and had her audience clamouring for more. Her recipes have since become so in demand that the Ketz-Ke and LEO+BE website has a special section dedicated to ‘Slice of Jenny’.
One of Jenny’s favourite ways to relax is baking – most often slices
FashioNZ catches up with Jenny for a taste of some of her most popular recipes (which she generously shares) and to find out a little more.
What are some of your favourite recipes?
My Ginger Pistachio slice would have to be my favourite, as it not only tastes yummy but it always also looks quite impressive. The girls in the office also love the Tan Square.
How did sharing recipes become a regular happening?
It’s the lovely feedback from all my followers that keeps me posting the recipes. They are always looking for the next one.
When did your passion for baking begin?
I’ve always been a baker. I actually find it quite relaxing, believe it or not. When I was in my early teens, I always used to bake for everyone as Christmas presents – homemade lollies in a jar, box of slices, etc. So, this is something I’ve actually been doing for years.
I decided a few years ago to make Christmas biscuits for all my retailers. It seemed like a great idea at the time, but by the end of baking more than 800 biscuits, I quickly realised why I do this for pleasure, not as a business.
Where do you find your recipe inspiration?
I tend to look in my pantry and see what ingredients I have and then make the slice around those. If I need new inspiration, I will just Google a recipe and then make my own adaptations.
How often do you bake?
Sometimes I can bake three times a week. I’ve been in business for nearly 18 years and there has not been a day when the girls in the office haven’t been offered my homemade slice or cookies for morning tea alongside their coffee. It has become a ritual now and I can’t stop.
I keep a container of slices in the fridge – usually, there are three different choices. I do freeze some slices to bring out at a later date so there is always a choice: eat half – freeze half.
Do you also love to cook?
I don’t really enjoy cooking as much as I like baking. I have no problem whipping up a great platter but cooking a meal is a bit of a yawn for me.
Looks from Ketz-Ke’s collection
What have been some of the most challenging times across the years in this industry?
COVID-19 has probably been my biggest challenge so far. I am proud of myself for successfully getting through this period. I wanted to support my staff and my retailers through this as I knew –united we stand but divided we fall.
What gives you the most joyful sense of achievement from your brands?
To this day, one of my biggest buzzes is seeing women out and about wearing Ketz-ke or LEO+BE.
How has your own style changed since the beginning of your business?
Being a fashion lover, I’m naturally drawn to the new and am always on the hunt for the next favourite. As a designer, I’ve never wanted to be pigeonholed and have one look. I like to keep my ranges diverse, with a touch of my own personal style, while still incorporating what my customers know.
What do you enjoy about your online community?
I feel so lucky to have an awesome network of customers whom the brand has grown with – true Ketz-ke customers love to share their experiences wearing our garments. Maybe they purchased something to wear to a daughter’s wedding or milestone birthday. Whether it be one adored piece in their wardrobe, 18 years on, I still love hearing what they’re loving and wanting.
I love being able to interact with our online community. We get inundated with questions about the slices I make so it’s a lovely change from clothing sometimes for me.
Looks from LEO+BE’s collection
How has your brand evolved most significantly since starting Ketz-ke in 2005?
It’s all about relating to your customer. We put a big focus on listening to our retailers and listening to our customers. You can create amazing garments but they still need to be commercial and desired by those on the other end of the process.
Some background info around the decision to launch Leo+Be and what you wanted that label to encapsulate
The motivation to add an additional brand came about when we saw the scope for an injection of playfulness to the current millennial fashion-focused offering in New Zealand.
We know the young fashion lover in New Zealand to be bold and trend-led, yet we’re also mindful that she is focused on affordable, versatile fashion.
LEO+BE strikes a balance by staying authentic to our Kiwi roots and presents a collection of ever-changing must-haves to the girl seeking mix-and-match pieces with flair. We release four collections a year, with each collection having two drops.
All the garments have a point of difference to them and the fabrication throughout is playful and mischievous. LEO + BE has a youthful energy and always delivers easy femininity no matter the season.
What are the rewards of having a brand you work on with your sister?
Working with my sister Brenda is the easiest job in the world. We know how each other ticks, and we’re not afraid to speak our minds and be honest, which I think is an important part of designing. She is like my wingman, and I love doing this job with her.
Images supplied
See Jenny’s recipes for Ginger and Pistachio Slice and Tan Square below