What started as a small home-based venture has grown into a thriving business, seamlessly blending creativity with high-quality craftsmanship. Established in 2013 by Sherilyn Haycock, Design by George (DBG) quickly gained recognition for its customised embroidery. Now, under the ownership of Paul and Linda Kircher, the business has entered an exciting new era with a fresh vision and expanded offerings.
Paul and Linda, who also own the successful signage company Signs on Time, had collaborated with Sherilyn for years before taking the reins in September 2024. “Acquiring Design by George felt like a natural step,” says Linda. “It complements our existing services perfectly, and we’re honoured to continue what Sherilyn built.”
The couple returned to Paul’s hometown, relocating back from Christchurch in 2019, bringing decades of expertise in branding and design back to the region. They quickly recognised the potential of merging DBG with Signs on Time to provide a more integrated service. Their move to a new showroom at 64 Beach Road, Richmond, has transformed the business, introducing a rebranded look, modernised workspace, and enhanced customer experience.
“Our showroom now serves as an interactive space where clients can explore our full range of branding services,” says Paul. Specialising in heat pressing, screen printing, embroidery and sublimation, DBG offers customised apparel and merchandise, from t-shirts and hoodies to workwear and promotional items. “Every project is unique, and we work closely with clients to ensure their designs are both visually striking and functional,” Paul explains. “Whether it’s a school leavers’ hoodie, corporate uniform, or personalised gift, we refine each design until it’s perfect.”
By using premium materials and the latest technology, they deliver products that are durable, stylish, and tailored to their clients’ needs. “People often bring us inspiration – sometimes just a photo or an idea – and we turn it into a finished product,” says Linda. “It’s rewarding to help people bring their vision to life.”
Beyond custom branding, DBG has also introduced its own unique merchandise. The Tasman Tee, designed by Paul and featuring artwork from a local artist, showcases the beauty of the region with a minimalist, stylish approach. “We wanted to create something that reflects the incredible place we live in,” says Paul. “It’s all about simple, timeless designs with a local touch.” DBG is also the official apparel supplier for the 2025 NZ Holden Nationals, a partnership with personal significance for Linda, whose father was one of the founders of the Canterbury Holden Club. “The graphic on the official shirts is actually my dad’s car,” she shares. “Being part of this event is really special to me.”
With their combined expertise, Paul and Linda are excited about the future of Design by George. “Every day, we get to create something special,” says Paul. “Whether it’s a custom hoodie, a business logo, or a promotional item, we’re helping people tell their stories through design – and that’s what makes this journey so fulfilling.”
Design by George
021 494 058
64 Beach Road, Richmond
designbygeorge.co.nz
