About us


Sincerity Drycleaners, now Sincerity Apparelmaster, has resided on Matamata’s main street since 1974. Once considered a quiet rural township and a place to stop at before tackling the Kaimai Ranges, Matamata is now revered as one of the richest milking regions in the country and home to some of the world’s best thoroughbred horse breeders. Whilst Hobbiton, of ‘The Lord of the Rings’ and ‘The Hobbit’ trilogies fame, has cemented Matamata’s position on the international tourist trail.

Although many things have changed around us over the last 45 years, Sincerity Apparelmaster’s focus and philosophy has not changed. We continue to provide the same high level of professional and personalised service we have always been known for - service that goes well beyond our customers’ expectations.

The dedication we give to our craft, coupled with the presentation of our business and brand and the exceedingly high level of customer service we offer, has seen Sincerity Apparelmaster recognised as Apparelmaster Franchisee of the Year in 2014 and again in 2015; only the second time in Apparelmaster history that a back-to-back win has been achieved – Sincerity Apparelmaster are of course focussed on being the first to make this three in a row.

Sincerity Apparelmaster’s core proposition is to provide central North Island customers and businesses with general and niche drycleaning services. Complimenting our drycleaning service are our Apparelmaster and Linenmaster businesses. Both businesses are based on a rental and service premise. For Apparelmaster this includes fully-managed work wear and workplace necessities for any kind of business, whilst Linenmaster rent and commercially launder linen to the highest hygiene standards, for the hospitality industry including: food retail and processing and accommodation.

Integrity, history, transparency and community support are the corner stones of Sincerity Apparelmaster’s success. As a locally owned and operated business, we place great emphasis on regularly and actively supporting other local businesses and clubs, such as the local United Matamata Sports Club, through to community service clubs such as Rotary and the Fire Brigade.

Owners, husband and wife team Raewyn and Allan Lambert, are hands-on operators who genuinely believe that effective communication is the key to running any successful business. One or the other is always on hand, giving customers and staff ready access to the decision makers; direct from the horse’s mouth so to speak.

And on the subject of horses…Matamata sits at the epicentre of all things equestrian. As a result Sincerity Apparelmaster is one of only a handful of drycleaners nationally that cater to this industry. This multi-million dollar business demands committed and trusted supply partnerships. Sincerity Apparelmaster are trusted to commercially dryclean and launder a large amount of equestrian equipment, such as: horse towels, covers, saddle blankets, riding and hunting jackets and more. 

Investment in new technology is one way that Sincerity Apparelmaster ensures customers continue to receive an efficient and high quality service. All our plant machinery has been upgraded at one time or another during the past ten years and continued investment in new gear is planned.

Sincerity Apparelmaster is AsureQuality accredited. Regarded as the top laundry standard for food industry service providers, earning and maintaining AsureQuality accreditation is a ‘must have’ for many large food processing and preparation customers.

Sincerity Apparelmaster are also proactively reducing our carbon footprint through our participation in a formal Carbon and Sustainability programme, overseen by respected sustainability advisement company InStep.

The people behind the people.


Raewyn and Allan Lambert both grew up in the Waikato and come from rural backgrounds. When they purchased Sincerity Apparelmaster in 2006, they were purchasing a long-standing, respected Matamata business that had been serving customers for over 45 years. They are proud to say that in the 10 years since, they have not only grown their service offering and customer base, but have done so whilst still maintaining many of their original and loyal customers.

Allan and Raewyn have been calling Matamata ‘home' for more than 35 years. After completing her studies at the University of Waikato, Raewyn started work as an early childhood teacher in town. Allan has kept his hand in equestrian services and still provides farrier services albeit part time. They’ve also owned and run a drystock farm and today still enjoy residing in the rural outskirts of Matamata. They believe that their down to earth nature, hard work and determination to provide the best service to customers is what makes Sincerity Apparelmaster a stand-out from the crowd.

A continued focus on being the best they can possibly be, has resulted in Sincerity Apparelmaster receiving the Supreme Apparelmaster Business of the Year Award for the last two years running, an achievement only made possible with a hardworking and loyal team who have a passion for providing the best service to each and every customer.


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