By Times Team

Copyright times

Amelia McKenzie was slowly commuting across Auckland to athletics training in July 2023 when deciding to create a now thriving business selling cases for smart phones.

“Starting a business was something I wanted to try, and while I was stuck sitting in traffic I decided to just jump in,” says the Pakūranga College year 12 student.

What followed was the launch of Vanilla Lane Cases and this year’s National Award for Digital Impact from GirlBoss, an organisation founded to celebrate female leaders in New Zealand and inspire the next generation.

Amelia decided phone cases were a viable product option to start with.

Once a website and manufacturing supply were established, she says she could fit fulfilling orders around her busy school and athletics schedules.

Business seed money came in the form of a loan from her parents, and after creating 30 initial case designs, her website went live.

“I didn’t expect too much to start with,” she says. “I wanted to sell through my stock and pay back my parents’ loan.

“Pretty soon after launching, a TikTok I posted went viral and suddenly I had orders coming from all over the world.

“Now 70 per cent of my orders come from the United States, which is not something I anticipated, but I’m definitely leaning into it.

“I’ve expanded my range of case designs to 40 and have just launched a new collection called The Fifth Lane, which is New York City-inspired.”

Amelia says she’s also giving back with another collection of phone cases titled Case For Cause.

Artwork for the five-case capsule was chosen from submissions by New Zealand artists and students.

The top entries were then turned into cases, with all profits donated to Youthline New Zealand.

While the business was designed to fit around Amelia’s lifestyle, she admits she has “no time”.

“I’m spending about 30 hours a week on the business, 12 hours on athletics, plus school.

“It’s a lot, but the time I’ve invested is definitely paying off.”

Amelia doesn’t intend to slow down any time soon, with plans to continue Vanilla Lane Cases while she studies for a university business degree in the future.

Despite all her business success, she says it’s “surreal” to be recognised with the award from GirlBoss.

“Applications are assessed by 20 judges, so it’s very rigorous. For them to select my business as a standout is such an honour,” says Amelia.

Information about Vanilla Lane Cases is at www.vanillalanecases.com.
For an earlier Times’ story about Amelia McKenzie’s athletics achievements, read https://www.times.co.nz/news/young-athletes-going-higher-faster-further-and-ones-the-national-champ