Local Designer Launches Collaborative Flagship Store – Virtually!

5 3rd Avenue, Parkhurst – Johannesburg: Virtual Beginnings.

On Friday 26 June, the Danielle Frylinck Flagship, hosted their official store opening on YouTube! Rather than having an exclusive physical event for a select few, the brand opted to host a variety of audiences from across the country. The store owner – Danielle Frylinck, sat down with local YouTube sensation Ursula Botha for a ‘Behind the Scenes’ interview and discussion – of which fan-shoppers, local fashionistas and décor darlings, could all be a part of!

Destined for Design

Store owner and designer Danielle Frylinck has been creating and crafting unique fashion pieces for South African ladies since 2016 and the launch of the flagship store is the physical and experiential extension of that!

‘I wanted our customers to be able to have an experiential shopping experience. Customers get a very authentic feel for the brand when visiting the store. You can see exactly how your clothes are made and even meet our entire team! It’s a very real and inclusive experience.’ – Danielle Frylinck

C is for You Know What

The die-hard fashion lover had to re-think her store opening when the ‘C’ word came knocking on the nation’s door. Many business owners flocked to making and selling PPE at the dawn of the pandemic and Danielle’s business was no exception. The team worked round the clock to meet demands and keep their doors open.

The fabric face-mask movement was perhaps the biggest driving force behind keeping some of our favourite local brands afloat during this uncertain time. Many have strongly focused their marketing efforts on socially responsible content as well as re-enforcing their digital pillars. Amongst all that is bad, it is uplifting to see small businesses step up to the plate and drive on with such passion.

Local Collaboration

Beside containing a transparent workspace and dynamic design team, the store boasts a vast collection of local brands. Those who visit, will find a giant cutting table and heavy-duty machinery, living harmoniously amongst their glam counterparts. Beautifully crafted artisan pieces are in abundance. And one can shop anything from ceramics and lighting to ladies and kids clothing, all the way to handbags, jewellery, and hand-crafted footwear.

List of local brands stocked at the Danielle Frylinck Flagship Store (online and at their physical store).

• Bespoke Lighting
• Cameron Collective
• DanielleFrylinck
• Wanderer Handcrafted
• Matsidiso
• RosieBeeChildrensClothing
• MissHJewelleryDesign
• Mia Melange
• Plasticity
• HappyIslandHandmade
• Skat Flowers
• KimAtkinsJewelleryDesign
• CoolWoodCreations
• MaryJeanJewellery
• CarryonandCoHandbags

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