In a roundabout way, a love of cheese could be credited for Featherston's thriving curio and art trade.
Susan Ryan and Paul Broughton, who have opened boutique cheese shop C'est Cheese, also run Mr Feather's Den vintage store on Fitzherbert St.
But they're not the only new additions to Featherston's small business collection.
Others springing up include hardware store The Colonial Trading Company Ltd, print shop Joey's Digital Designs and Everest cafe and bistro.
Miss Ryan said being "right at the start of Wairarapa" makes Featherston an ideal place for business.