It was all you would expect from the launch of a beauty pageant - glittering tiaras, high heels, ball gowns and champagne - at the launch of Miss Rotorua 2020.

The Monarch Room at the Princes Gate Hotel hosted Sunday evening's glamourous event where 34 women from around the district took a big first step in a competition "...that will change lives forever".

Also attending the launch were past winners, sponsors, whanau, district councillors, Rotorua mayor Steve Chadwick, parliamentary candidates and representatives from the various charities that will benefit from this year's event.

Special guest was Miss Universe Puerto Rico 2009 Ingrid Marie Rivera from who has been stuck in New Zealand since lockdown.

Miss Rotorua Foundation chairperson Kharl WiRepa says the pageant is just not about beautiful clothes, makeup and catwalks, he says the contestants make life-long friends and grow as people and in confidence.

"You will not be the same person you are tonight when your journey with Miss Rotorua is over," Kharl told Sunday's audience.

Miss Rotorua Foundation chairperson Kharl WiRepa.

Miss Te Arawa 2019 Aimee Wolfgram says she never thought she could enter a beauty pageant, but last year's competition changed her life.

"I was a rugby girl...I'd never worn clothes like that before.

"It was one of the best journeys of my life, I never thought I could do something like this it was so far out of my comfort zone but it was so well worth it," says Amy.

Kharl says since 2017 the Miss Rotorua Foundation has gifted over $100,000 to various charities and the trustees are pleased to have broken down the stigma of beauty pageants with Miss Rotorua being the only pageant in New Zealand that engages plus-size wahine, including mothers, tattoos, piercings, and many other differences that traditional pageant organisations exclude.

Seven categories make up the competition - Miss Community, Miss Congeniality, Miss Peoples Choice, Miss Teen Rotorua, Miss Te Arawa, Mrs Rotorua and the overall winner Miss Rotorua.

From now until Coronation Night on September 26 all of the contestants go through a programme where they learn the basics of fashion including how to walk on a runway and most importantly says Kharl, they work with community groups raising funds for local charities.

Every year contestants are expected to raise $1000 for their selected local charity that requires them to promote, fundraise and volunteer at the charity.

The 2020 charities are Parkinson's NZ, Maori Wardens, Special Olympics, Fordlands Kindergarten and Meth or Mana Rotorua.

Miss Rotorua Coronation Night, the foundation's annual red carpet charity ball, is limited to 200 guests and includes a 3-course candlelit dinner with champagne and a live show on September 26.

For details visit http://missrotorua.co.nz/, or find them on Facebook.