04 Feb Shop SA: Egality
When I first met owner and creator Felicity Spies; Egality was a pop up store concept established in order to quickly and efficiently as possible ascertain the customers response to what Egality had to offer. Two years on, Felicty has been able find a permanent home in Parkhurst and to start to work on some exciting expansion plans for 2013.
When I was interviewing Felicity for this Shop South Africa content slot I asked her “when it comes to South African fashion design, accessories etc, what does she look for when buying for Egality?” Her answer was simply that “fashion is by its very nature simultaneously both creative and commercial. As a result we are really looking for two key things in our designers – firstly they must have that ‘design magic’ or ‘integrity’. That ability to do something stand-out and stunning, something beautiful and just plain good. Secondly they must have a sense for commerce – what will sell, what to focus on, what do customers need and want – ultimately they need to be able to run a successful business and to partner with us as their retailer.”
Partner. I loved the use of that word in her response. Defined as a person who takes part in an undertaking with another or others, especially in a business or company with shared risks and profits, the use of the phrase “partner with us” really struck a chord with me because sometimes local designers do not invest enough in the quality and execution of their garments and then constantly complain about consumers that don’t shop South Africa or local.
Egality is located at no 25, 4th Avenue Parkhurst, Johannesburg, South Africa and stocks the following designers and brands:
Apparel: Avant, Joel Janse Van Vuuren, Natalie Creed, Jaq & Bel, Terrence Bray, Silverspoon, Jessamine, Mej. Lues, Josephine and Anmari Honiball
Accessories and Jewellery : Pichulik, The Summit, Cloche, A Bird Named Frank, Marzipan, Duncan Stevens, Heart Africa, LouenHide Bags (Australia), Tjerrie Socks, Falke Tights, Freda Sebolai, Hout Couture, Jinger Jack
Footwear:Tjerrie, Sam Star, Lucca (Israel), Ninon, Galago, Be Only (France),
Swimwear: Love Water Love, Maaji (Colombia), Terrence Bray
Stationary: Unwrapped, Joel Janse Van Vuuren