Good As Gold

Cool often comes with an edge — aloof, untouchable, and sometimes even a little cold. But at clothing store Good As Gold, that stereotype is turned on its head. Here, ‘cool’ isn’t about being distant or exclusive. It’s about inviting everyone into the club. Or, as owner Ruben Bryant briefs his team, “When anyone enters, treat them like family. It should feel like you’re welcoming them back home.” That is, if your home had a sleek modern fit-out, an incredible designer fashion range, and a curated sneaker collection. 

Good As Gold has been a fixture in Wellington’s retail scene for over 20 years. In that time, it’s grown into an institution. It’s known for its effortless style and for bringing bold international streetwear and fashion brands to local shelves before anyone else. The store’s footwear collection is a go-to destination for discerning sneakerheads. “We scour the internet and check every tiny pocket in the world to try to find things that are fresh, interesting, and new,” says Ruben. 

The staff at Good As Gold live and breathe the brands they sell. They’ve got an instinct for what works and a genuine passion for sharing it. That’s backed by specialised training, where they don’t just learn about the products — they get into the story, the vision, and the values behind each label. 

At the heart of it all is Good As Gold’s beginning as a small, independent family-run business. In the early days, Ruben was on the floor every day — getting to know customers, building relationships, and turning casual chats into lifelong friendships. That personal approach, paired with his sharp eye and creative vision, has shaped what the store is today. 

Good As Gold’s story is deeply tied to the city around it. “Wellingtonians are open to newness — they don’t follow trends, they explore,” says Ruben. “It’s really cool to be in a city that’s constantly curious.”