Shine On is a New Zealand-based fashion company, founded by Fee Kirkpatrick in 2002. Starting as a garage business, Fee sourced vintage clothing through thrift shopping and sold one-off pieces on a second-hand marketplace called Trade Me, while simultaneously building a strong social media following. From 2013 to 2015, she expanded to a Shopify store, buying from larger suppliers to sell new clothing. The business scaled up quickly, thanks to community engagement and an effective organic social media strategy, particularly on Facebook.
Today, Shine On operates 4 retail stores in New Zealand and serves customers in both New Zealand and Australia through their online store.