With a thoughtful and heartfelt approach, Hayley, the creative mind behind Dear Ted, has crafted a legacy of treasures that celebrate nostalgia and connection. Her latest creation, the Dunstan bear, is the result of a meaningful collaboration with Perriam—merino wool meets timeless charm. We caught up with Hayley to hear more about the story behind Dear Ted, her journey as a maker, and how Dunstan came to life.

Dear Ted started with a beautiful idea—creating unique bears that bring joy, cuddles, and a little bit of magic to homes while also supporting local businesses. Can you tell us how that vision came to life and where it all began?

After moving back to New Zealand from London, I decided to fulfil my ambition of setting up a company combining my love for teddy bears and beautiful yet playful design. I wanted to create heirloom bears that are unique that would not only brighten up people’s homes and hearts but also make a small difference by using natural fibres from New Zealand.

I collected Teddy Bears as a little girl and knew exactly the style of Ted I would love to create. I started drawing up various designs and then was able to create a pattern that would bring this Ted to life. I later came across a range of Perino wool products in a New Zealand boutique and thought the material was so luxuriously soft and unique to New Zealand so I thought it would be a good place to start. I went on to purchase samples of Perino yarn, getting in touch with suppliers to find out how I could use this material to make these bears. I worked through lockdown to find the perfect manufacturer and after two years we finally got the design just right. We actually launched Dear Ted a few days before my son was born, which was a very busy time in our household. The real challenge of this Ted design was perfecting the shape, lining and filling and ensuring these Teds will stand the test of time. Each Ted is hand finished with an embroidered face detail, finding the right people for this job was very challenging. We now have an incredibly talented team who hand finish each bear to perfection. It makes our Teds so special and unique.

I love the idea of working with other New Zealand companies such as Perriam who share similar values to Dear Ted and of course share a love for wool, which is a huge part of what makes our Teds unique.

Material choice is such an important part of what makes Dunstan special. Can you tell us more about why choosing the right materials matters so much and what the bears are made from?

Our adorable Dunstan is made from luxurious New Zealand Perino: a blend of fine merino, brushtail possum down and Lyocel (pulp from the eucalyptus tree) for added strength. We have prioritised using natural fibres, particularly as our product is used by little ones but also because this material is incredibly soft and durable. We spent a lot of time sourcing the perfect New Zealand yarn supplier, ensuring that the material is not only ethically produced but luxuriously unique to New Zealand, I think this is what makes Dunstan so special. And of course his gorgeous little woolen beanie and cable knit jersey.

Collaborating with Dear Ted and creating Dunstan felt like such a natural fit. We named him after the Dunstan Ranges, the backdrop scenery we call home which hold so much meaning to us. Can you walk us through the process of creating a bear?

After having a wonderful meeting with Christina, I got to work creating moodboards of how we could bring this beautiful Ted to life. I then went back and forth with our supplier to create a little beanie and jersey taking inspiration from the stunning Perriam cable knit jersey. After a few Teddy ‘fittings’ and a tweak here- we got there. Christina and the team from Perriam named our special Ted and he totally suits it. Dunstan is definitely a favourite of mine.

Both Perriam and Dear Ted share a commitment to giving back, with $10 from every Dunstan sale going to Nest Collective, and Dear Ted also supporting various charities. Why is giving back such an important part of what you do, and how does it shape the work you create?

Giving back is something that is so important to Dear Ted, we donate to various charities every year and support other New Zealand small businesses as much as we can. The Nest Collective is such a wonderful charity, giving baby essentials to families in need. As a mother of two myself, I understand how expensive little ones can be. I really hope we can make a difference in a few families' lives, especially over Christmas.

I actually never knew how a Teddy Bear could bring someone so much comfort and support during challenging times and I am actually talking about adults more so. It made me realise Dear Ted is more than just a Teddy Bear, he can represent a lot of things to a lot of people. To bring joy to people of all ages is something that we are very proud of.

Be honest, how hard was it to make those tiny wee jumpers and hats?

We are very lucky to have such incredible technology to help us create such tiny and intricate items. But finding a Pom Pom small enough for the beanie was a bit of a challenge.

Do you have a favourite part of bringing a bear to life—any moments that make you think, 'This is why I do this'?

Adding the little swing tag, popping Ted into the gift box then handing the bear over. No matter who you are giving the bear to you are guaranteed a smile. That is what makes it all worthwhile.

What’s next for Dear Ted? Any exciting projects or ideas brewing?

We have just finalized one new product to launch early next year and are in the final stages of prototypes and design of a new Dear Ted character. We will be dropping hints about this one in the new year. We cannot wait! Cuteness coming very soon x

Find out more about Hayley and Dear Ted here.

Follow Dear Ted @dearted_

To learn more about The Nest Collective and how you can help here.

Imagery by Tim Marshall @timmarshall.work & Kirsty Stone @thesearethegoldendays

Hayley Wears: