Introducing:

Piecework

Some brands make products. Piecework makes moments. Founded by Rachel Hochhauser and Jena Wolfe, Piecework Puzzles is a lifestyle brand built around the radical idea that leisure time is worth taking seriously. Beautifully designed puzzles and curated gifts that make every downtime feel like exactly that. Now available at Superette.

The Brand and the People Behind It

Piecework started on a rainy weekend with a simple but genuinely underserved idea. That leisure time deserved more beauty, more intention, and more design than anyone in the puzzle category was giving it. Rachel Hochhauser and Jena Wolfe built a brand around that idea and in doing so elevated an entire category that had not previously asked to be elevated. The result is a puzzle brand that feels less like a toy company and more like an editorial lifestyle label that happens to make puzzles.

The founder dynamic is visible in everything Piecework produces. Two friends who built a brand around the things they genuinely love and the kind of gift they would actually want to receive. The imagery across the puzzle range reflects that. Worlds you can lose yourself in. The Italian coast. Fields of botanicals. Abundant food scenes and art-adjacent illustrations that feel considered and specific rather than generic. Each puzzle is designed to appeal to a mood, a daydream, or a personality rather than a demographic. That is an unusual brief for a puzzle brand and it is exactly what makes Piecework immediately recognisable as something different.

The wider world noticed. Vogue called it a foolproof gift. Cosmopolitan declared it holiday shopping done and dusted. The Strategist named it the most giftable thing. Domino described it as your most stylish friend in puzzle form. These are not the publications that typically cover the puzzle category. They covered Piecework because Piecework gave them something worth covering. A brand that treated design and curation as non-negotiable in a space that had previously treated both as optional.

More than a puzzle

Piecework is not a puzzle company that also sells gifts. It is a lifestyle brand that understands leisure as a full sensory experience and builds everything around that understanding. The puzzles are the anchor but the world around them is just as considered. Curated gifts and goods, cocktail napkins, matches, home objects. And for almost every puzzle in the range, a matching playlist. Because the right music is part of what makes a moment feel like a moment.

The gifts and goods range is where the brand's editorial instinct is most clearly on display. Rachel and Jena source and curate objects with the same eye they bring to puzzle design. Things that pair naturally with the act of sitting down and spending intentional time on something beautiful. A ceramic platter, a set of linen cocktail napkins, a candle, a game. The kind of objects that make a home feel more like itself. The kind of gift that solves the problem of the so-so present entirely.

The gifting experience is something Piecework takes seriously across every touchpoint. The packaging is part of it. The imagery on every box is part of it. The moment of sitting down and opening a puzzle with someone, or alone on a Sunday afternoon, is part of it. All of it designed with the understanding that a gift is not just an object. It is the feeling it creates from the moment it is received.

And then there is the puzzle itself as a wellness and connection object. Something that is increasingly worth talking about in a world that rarely stops demanding attention. A puzzle offers focused, screen-free time that is productive without being pressured. It creates presence rather than distraction. It is something to do alongside other people that generates conversation without requiring it. Or something to do alone that genuinely quiets the noise. Piecework understood this from the beginning and built a brand that makes the most of it.

Why Piecework Is at Superette

Superette has always been about finding brands that approach their category with genuine editorial instinct and bringing them to New Zealand in the right context. Piecework is exactly that. It is not the only puzzle brand in the world. It is the one that treats the puzzle as a design object, a lifestyle statement, and a gifting experience simultaneously. That is why it belongs here.

Adding Piecework to the Superette edit is part of a broader understanding of what the Superette world actually covers. Fashion is the foundation but the Superette community has always lived well beyond their wardrobes. The homes they put together, the gifts they give, the downtime they protect and the way they spend it. Piecework belongs in all three of those conversations and it arrives at Superette as a brand that is genuinely exciting to introduce to New Zealand.

There is also something fitting about a brand built around intentional leisure landing at a store built around intentional curation. Both Piecework and Superette operate from the same starting point. That the things you bring into your life should be chosen with care, should have a point of view, and should make your world feel more considered rather than more cluttered. On that basis, this is exactly the right fit. Piecework Puzzles is available now at Superette in store and online.

FAQ:

What is Piecework Puzzles?
Piecework Puzzles is a lifestyle brand founded by Rachel Hochhauser and Jena Wolfe, built around beautifully designed jigsaw puzzles and curated gifts. The brand approaches the puzzle as a design object, a gifting experience, and a leisure moment, with imagery and themes that feel editorial rather than generic. Piecework has been featured by Vogue, Cosmopolitan, The Strategist, and Domino. It is now available at Superette in New Zealand.

Who founded Piecework Puzzles?
Piecework Puzzles was founded by Rachel Hochhauser and Jena Wolfe, two friends who started the brand on a rainy weekend with the shared belief that leisure time deserved more beauty and intention than the puzzle category had previously offered. Both founders remain actively involved in the brand's creative direction, product curation, and ongoing development.

What sizes do Piecework Puzzles come in?
Piecework Puzzles are available in a range of sizes including 500 piece, 750 piece, and 1000 piece options, as well as specialty and mini puzzles. Each size suits a different pace and level of commitment, from a focused afternoon to a longer leisure project spread across several sessions. The full range of sizes available at Superette can be found on the Piecework collection page.

Are Piecework Puzzles a good gift?
Piecework Puzzles are widely regarded as one of the most considered gifts available, having been called a foolproof gift by Vogue and the most giftable thing by The Strategist. The packaging is designed as part of the gifting experience, the imagery is editorial and distinctive, and the range covers enough themes and aesthetics to suit almost any recipient. They are available at Superette in store and online.

Where can I buy Piecework Puzzles in New Zealand?
Piecework Puzzles are available at Superette in store and online. Superette stocks the full Piecework range across its stores in Auckland, Wellington, and Christchurch as well as online with delivery available across New Zealand.

Shop Piecework

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