Our Story
Whilst on a family vacation in Bali Alex was in awe of all the beautifully fresh & healthy foods on offer. It was here, in Bali 7 years ago, where the idea for Soul Boul was born. Alex saw a huge gap in the market in NZ for this kind of food, and thought they better jump on that before someone else does.
Six months later the girls found themselves in partnership together, purchased a food truck & started planning their first summer of trading. For five years they lived their dream lifestyle where they would work over the NZ summer and then escape the NZ winters. Although this lifestyle had its advantages, the girls started to feel like it was time to find a more permanent location. They had always dreamt of opening up their own little cafe in a coastal town.
Founders, Alexandra Handcock & Stacey Horton, met whilst studying in Dunedin in 2015. They quickly became friends after discovering their shared love for wholesome & nutritious meals as well as health & wellness.
After studies Stacey landed herself an accounting role in Auckland & continued with her education by beginning her chartered accountancy papers. Alex moved back home to continue with her psychology degree & hospitality job in the hustling town that is Hamilton. After a few months of working in Auckland, Stacey quickly realised that perhaps the accounting world may not be for her. Alex was travelling at this time and they were in communication of what they could both do differently to find some more purpose & passion for life.
Alex & Stacey pictured in front of their food truck for a Max clothing collaboration, 2020.
Picking up the food truck, 2016.
Fast forward to March 2021, the girls found themselves a hole in the wall on the busy Mount Main Street. Trading out of the Sisters clothing store in the heart of Mount Maunganui they couldn't have dreamt of a better first spot for Soul Boul.
With the success of their first store as well as requests to bring Soul Boul to other areas the girls started thinking about where their next spot could be. They decided to look around the Hamilton region and stumbled apon a new & exciting development called MADE - in Hamilton East. As soon as they met the developer & viewed the space the girls new that they could stop searching. This spot felt perfect.
Alex & Stacey at their first brick & mortar - 208 Maunganui Road, 2021.
With their summer at the cozy Mount Main Street location proving busier than they ever anticipated—lines forming all day and the kitchen too cramped to operate efficiently—the girls decided it was time to find a new home in the Mount.
They came across a charming backstreet spot previously occupied by "Sea People," a vegan ice cream store. When the owners decided to move on, the girls seized the opportunity.
143 Maunganui Road, Mount Maunganui, 2024.
A few months later, they signed a lease, and the move turned out to be perfect. Their new space features ample seating both indoors and outdoors, allowing customers to enjoy sunshine for most of the day. They've also expanded their menu to include items like sourdough toasties, collagen hot chocolates, and more smoothies.
They now operate out of both stores 7 days a week, serving smoothie bowls, smoothies, sourdough toast, coffee, raw treats & yummy alternative lattes.
408 Grey Street, Hamilton East, 2024.
