Welcome to our ‘Behind the Business’ series, where we celebrate the hard work of local entrepreneurs.
Today, we are proud to feature SJD Enterprises New Zealand, a company that has been bringing practical, high-quality solutions to Kiwi households for nearly three decades. We sat down with the founder to learn more about their journey, their range of pain relief and kitchen essentials, and their big goals for the future.
The SJD Enterprises Story
What inspired you to start SJD Enterprises?
I’ve been sourcing products at home shows for nearly 30 years. I got back into the home show circuit in 2010. By 2012, I decided to take the leap and learn how to run an online business.
It was hard work, but with support from friends I established my website. They also introduced The Hive NZ to me. Having that extra exposure from my website and through The Hive really helped me grow my business.
What SJD Enterprises New Zealand Offers
Today, the range is diverse, covering everything from pain relief to clever kitchen gadgets. The collection includes the Soothing Gel, Bees Ease, and Cooling Gel—often cited by customers as the best topical pain relievers available.
They also offer household staples, such as the famous Goodlook wax and the Prep Chef peelers. Furthermore, you will find the popular Rocket Fuel syrup, originally created by Savvy Touch.
Efficiency is a priority, with orders typically packed on the same day and dispatched the following day.
Why SJD Enterprises New Zealand is Unique
What truly sets SJD Enterprises New Zealand apart in a crowded marketplace is the deliberate curation of their range. Rather than simply stocking every gadget available, the business focuses on providing genuine choice within essential categories—particularly in the area of pain management. By offering a variety of topical solutions, they ensure that customers can find the specific relief that works best for their unique needs.
This commitment to quality extends far beyond the medical products. A prime example is the import of Italian-made K-Pegs. In a world of disposable, low-quality plastics, these stainless steel clothes pegs are a breath of fresh air. Designed by a Scottish gentleman, they are built to last a lifetime, reflecting the business’s philosophy of investing in products that provide long-term value rather than short-term convenience.
However, the “uniqueness” of SJD Enterprises goes deeper than the physical products on the shelf. It is rooted in a culture of exceptional service. The founder understands that for an online business, speed is the new currency of trust. By maintaining an incredibly fast turnaround on orders—often packing them on the day of purchase and having them ready for courier pickup the very next day—they provide a level of reliability that larger, impersonal retailers often struggle to match. They don’t just aim to sell a household tool or a jar of Soothing Gel; they aim to provide a seamless, worry-free shopping experience that keeps customers coming back year after year. It is this combination of high-grade, durable items and a personal touch that defines their brand identity.
Do you have a favourite product in the range?
The Goodlook wax is my personal favourite because of its versatility.
You can use it on almost any surface, including leather, wood, vinyl, oilskin, terracotta, and brass. It’s not suitable for suede or French polish, but otherwise, it’s incredible.
One 250ml pot is enough to treat at least 700 pairs of work boots!
What is your biggest dream for the business?
My dream is to grow until I’m financially independent and to successfully get the Soothing Gel onto retail shelves.
We have a loyal following for that product, and many customers have told us they would love to see it stocked in local shops.
We are currently developing new labels to help make that happen, so we have our fingers crossed for the future.
You can discover the full range of SJD Enterprises products on their website as well as right here on The Hive NZ. Keep an eye out for their Soothing Gel arriving in a shop near you soon.
