Penelope's of Otaki is a small women's boutique on Main Highway in Otaki, about 45 minutes north of Wellington, and it has been open for more than 40 years. The shop is now run by a mother and daughter: Rachelle took over from the founder, Penelope Bertelsen, and her daughter Hannah joined the business part time in 2024. The shop is open seven days a week, both in store and online. Its special occasion range covers mother-of-the-bride and mother-of-the-groom outfits and wedding guest wear, with Joseph Ribkoff and Frank Lyman among the labels. The shop also stocks New Zealand labels such as Seeking Lola, Billie the Label, Leila + Luca, Democracy, Classified, Knewe and Bittermoon, along with Kiwicraft jewellery. The website offers 10% off a first order to people who join Penelope's Perks. Public holiday hours are 10am to 3pm, and the shop is closed on the main public holidays.
Customers say the service went above and beyond their expectations, that online communication was outstanding, and that the staff are friendly and helpful. One shopper found the store beautifully laid out, easy to browse, and found two bargains in a short visit. One buyer says a jacket was even better than expected.