Welcome to our store
OUR METHOD
Rimurimu is built around a clear methodology for understanding what a brand carries, what it demonstrates, how its practices align with recognised standards, and where an Indigenous brand may be heading next.
The framework is not a ranking. It is a way of putting a brand's story, leadership, evidence and progress into context.
THE FOUR PARTS
01
Heritage is the foundation. It considers identity, provenance, culture, story, place, knowledge, materials, traditions and the things a brand carries forward.
For Indigenous brands, Heritage recognises that cultural identity and authority are not marketing credentials. Cultural knowledge and Cultural and Intellectual Property remain with the appropriate custodians and owners.
02
Beacon recognises brands demonstrating leadership and substance in what they do — through the quality of their practices, transparency, responsibility and the work behind their claims.
Beacon is about demonstrated leadership, not simply strong branding or intention.
03
Alignment looks at how a brand's practices align with recognised certification standards and the evidence supporting that alignment.
Relevant evidence may include current certification, certification scope, recognised standards, independent assessment and primary-source documentation.
A certification is considered in context. It should not be used to imply more than it actually demonstrates.
04
The Pathway is specifically being developed for Indigenous-owned brands that are working towards certification, or want to take a pathway towards certification.
Pathway is not a lower version of Alignment. It is a deliberate pathway for Indigenous brands that may not yet hold certification but want support and recognition while progressing towards the certification that is right for them.
There is no single required certification. The appropriate pathway will depend on the brand, its products, sector and goals.
Pathway is coming soon. Its formal criteria and process will be published before applications open.
HOW THE FRAMEWORK WORKS
Rimurimu does not reduce every form of credibility to one score. Heritage, leadership, certification and progress are different things — and the framework keeps those distinctions visible.
We consider identity, provenance, culture, story and the foundations of the brand.
We look for substance, leadership and practices that can be understood beyond marketing language.
We consider recognised standards, certification, documentation and other relevant evidence in context.
For Indigenous brands, the forthcoming Pathway will recognise and support progress towards the certification pathway that is appropriate for that brand.
EVIDENCE PRINCIPLE
Where practical, Rimurimu connects information back to primary sources, including certification bodies, recognised standards organisations, official registries and relevant brand-supplied evidence.
Evidence can change. Certifications expire. Practices develop. A Rimurimu profile is therefore intended to remain a living record rather than a permanent badge.
CULTURAL ACCOUNTABILITY
As an Indigenous-led platform, Rimurimu recognises the cultural and economic value of Indigenous Knowledge and Cultural and Intellectual Property.
Where cultural knowledge, stories, designs, traditional practices or other cultural material is shared, we consider authority, consent and cultural protocols. We do not claim ownership over Indigenous Knowledge, and information that is not appropriate to publish should not be published.
NO PAY-TO-RANK
Payment does not determine a brand's place within the Rimurimu Framework. A commercial relationship cannot turn an aspiration into evidence, and a marketing budget cannot manufacture alignment.
THE RIMURIMU PRINCIPLE
We believe people should be able to understand what a brand carries, what it demonstrates, what evidence supports its work and, where relevant, what it is working towards.
Heritage → Beacon → Alignment → Pathway
You do not need to have everything figured out before you begin. Tell us where your brand is now, what you can demonstrate and what you are working towards.
Explore Rimurimu knowing that the framework is designed to put claims, evidence, cultural context and progress into perspective.