h memade
Cape Town
Business Ov e r v iew
CONTENTS 4 OUR BRAND 5 VISION 5 MISSION 7-8 PREVIOUS CLIENTS 11 THE PROCESS 12-15 Pop-up EVENT SUMMARIES 16 pop-overs 17 exchange of benefits 19 FEATURED
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BUSINESS OVERVIEW
Our Brand Homemade is a local platform creating a showroom for local designers and entrepreneurs. In October 2015 a concept was born out of a passion and strong support for locally produced products by two ladies, Leila Bardien-Taylor and Nabilah Hassen-Bardien. With high demands on visual and ambient spaces they were driven to take a leap forward in creating conceptual spaces which are cohesively ensembled to represent the local design community’s products through business partnerships. #lovezabuyza #supportlocal #designer #entrepreneurship #ubuntu Homemade has mapped out the process and able to offer a selection of options in delivering the small business at its relevant life stage with the necessary options to lighten the load, from location scouting to point of sale. The main business functions or services that the platform offers to clients are packaged under:
POPUPS
POPovers
We arrange the event, setup the selected space - collaborating with local designers in fabricating relevantly conceptualised installations - and spread the word on what’s happening.
We setup at your event in Cape Town, using our uniquely designed retail installations and spread the word on what’s happening.
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VISION Homemade aims to provide shoppers with a relaxed and personal experience where they will be gratified through locally created instrumental design pieces and a beautiful space enlightening response.
MISSION The practicality is a collection of small business designers and artisans under one roof for longer than one day, without committing to long term retail cost obligations and still able to provide consumers with a product touch and feel experience. The value is providing a professional, high quality retail operation for the consumer that exposes a combination of hidden local design talent combined with established businesses as intended by the creative brand owners. The novelty is running it as a conceptual pop-up shop. Followers would need to stay tuned for the next event revealed through a unique graphic campaign leading to a tangible space that they meet people and products. The connection is sharing the brand narrative on the person and product, exposing aspirations whilst creating meaningful exchanges. #lifestyle #collaborate #personalexperiences #narrative #komkuier #touch&feel #keepitreallife
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Clients pop-ups Boutique SS16: • • • • • • • • • • • • • • •
Phi Casa Espadril Spain Hide Cape Town Human Image GKD Thiya Adornment HSE of Bespoke Azara Crushland Anna & Yumi Mod-ish RAQ Designs Nolali Khioma Cherry Blossom Couture
Touch the SKYE: • • • • • • • • • • •
Mod-ish Phi Casa Label Collections HSE of Bespoke Human Image GKD Anna & Yumi Eleven Hundred Ceramics Jeff Mwazha Wire Art Codfather Laager Tea
Out of this World: • • • • • • • •
Lovestory Collections Olivia Lincoln Raw Joy Loyde Triana Indhi Design Bulbulia Threads Lichen & Leaf Phi Casa
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Label Collections
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Human Image Khioma Ntozinhle Accessorise Keke Beads Dainty Frocks Bontlefeela B Closet TeAwesome Cove Coffee Drink the Duchess Just Baked Petal and Post Cape Town Jeff Mwazha Wire Art African Tails
Little Homemade: • • • • • • • • • • •
Ubuntu Baba Seven Ounce MarshyandMe Oh Lief – Baby products Royal Stitch The Mummary Candy Floss Clouds Mini Mi – Atelier Akidz ROCA Kids Furniture 5Threads
Little Homemade Services: • • • •
Baby’s First Sitter – to keep an eye on the littles while you shop Moemsies Party Rentals – soft play area Serenity Felt – mini massages for the mums 3 Sisters – face painting services
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Clients Pop-overs • • • • • • • • • • • • • • • • • • • • • • • • • •
Fashionbreed Digi Outsource Iconic Black Streetlines Apparel Twin Image Nje Maybru Home Spun Raw Joy A love supreme Hide Cape Town Afri Kay Jewellery Serenity Luxury Bodycare Serenity Felt Waffle Stix Al Adhraa Traders Minimal Exposure Radz Photography Mod-ish Phi Casa Ntozinhle Accessorise FabroSanz Creations Plus Fab Daintyfrocks Keke Beads Earthy SA
venues SPACE COLLABORATIONS • • • • • • • • • •
Dance for Fitness, Claremont, CPT Codfather Restaurant, Sandton, JHB Park Inn by Radisson, CBD, CPT Capello, Rustenberg, Pretoria Mittah Seperepere Convention Centre, Kimberley Out of this World, Seapoint, CPT Lounge Relax Play, Canalwalk, Cape Town Durham Studios, Salt River, CPT The Homestead, Plumstead, CPT Batavia Cafe, Bo Kaap, CPT
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THE PROCESS With 2 persons leading the event, the process has been mapped out as below utilising numerous small businesses to provide them with opportunistic income and business exposure, feeding into the ethos of local business sustainability.
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Event Summaries Cape Town Event Launch: Boutique SS16
On the 3rd December 2015, Homemade CPT invited its participants, friends & family to the Opening Launch of this season’s Pop-up Store labelled “Boutique SS16”. Featured participants for this season consist of brands Human Image, Phi Casa, Gadija Khan Designs (GKD) and Hide Cape Town. The featured artist for this season is Crushland Art, who’s geometry art work became the concept for the event space theme. Homemade CPT also allows Designers/Entrepreneurs to participate on a part-time basis. For the launch, part-time participant Mod-ish were invited and showcased their Isaalat collection which featured in 2015 on the SAFW runway. Emerging surface Textile Designer, Athiya Cader, showcased
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her collection of textile adornment to all guests under her recently launched label Thiya, describing the incredible process from conceptualization to the final product in design. Catering services were sourced from local business neighbours. All-good Food supplied an organic entre menu, while Just Baked supplied the exact opposite in the form of indulgent desserts as well as the added treats of Biscuitique SA’s delightful biscuits and truffles. Guests were also treated to a bit of hand therapy by Simply K Beauty and had the opportunity of meeting the Makeup101 Crew who intend hosting make-up workshops in Boutique SS16’s event space. This launch event was managed by Pomegranate Events.
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SOCIAL MEDIA BREAKDOWN Instagram: 3K Followers Facebook: 1.5K Followers Sandton Event Launch: Touch the SKYE On the 20th April 2016 Homemade CPT launched “Touch the Skye Pop-up Shop” in Johannesburg with a Tea Soiree in the Sandton Skye setup studio. Event organisers Leila Bardien-Taylor and Nabilah HassenBardien continued to forge forward with their emerging pop-retail platform by creating a conceptual space as a local design collaborative which includes local artist installations. The concept evolved around textile collage and intricate structures incorporating Eleven Hundred ceramic crocheted lamp-shades by Lesley Tuchten as the focal point, complimented with a branded fashion commission piece by wire art sculptor Jeff Mwazha. The Z-rail concept
used to showcase designers fashion was fabricated by RR Steelworks in Cape Town. Event sponsors included Laager Tea who provided a delightful selection of rooibos teas to suit the specially prepared high tea desserts by Codfather Restaurant’s head patisserie Chef, Chloe van Eyssen. Approximately 50 guests attended the intimate launch which included various magazine editors from Rooi Rose, Glamour, Starved and Wanted. The VIP Fashion list included Alan Foley & Krishen Samuels, Londiwe Mobhele (iFashion), Media Presenters Danine Naidoo, DJ Fikile, Wardah Hartley and Ranaa Patel.
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Cape Town Event: OUT OF THIS WORLD SS17 Tucked away in the heart of the bustling Green Point strip of Cape Town is a beautiful Victorian villa, home to the Out of this World Store. What began as a warehouse for a collection of tribal artefacts and art, evolved into a private gallery. Eventually, the owners did some finishing alterations to turn the entire space into a guest friendly event location, which could be hired out with the authentic art & craft pieces as décor to the event. With Homemade CPT’s envisioning an Africa for Africa business model, as well as the intention of combining elements of art & craft with fashion, it was a well collaborated event venue prospect. Style Africa Network kicked off the launch morning by opening the new bar at the Out of this World Villa. Homemade CPT arranged sponsored drinks for the bar which was aptly named “The High Sobriety” since nonalcoholic brands produced in Cape Town were promoted such as TeAwesome bubble teas, Cove cold brew coffees and Drink the Duchess virgin gin. Guests were also treated to scrumptious little macaroons sourced from the homemade kitchen of the best of the best, i.e. Just baked. Lichen and Leaf artist, Cynthia Edwards, provided the South African textile art handwork for the villa’s gallery. Her 2016 design titled “Waves” was used as the print for the event signature fitting room curtains. Lichen and Leaf textiles range from cotton twills to leathers, which are constructed to form ladies bags and soft home décor items. The retail rail installation, the z-rail, was showcased for the first time at a Homemade Cape Town event. This conceptual rail system boasts not only function and unique design form but more importantly, flexibility. Due to it’s collapsible design, Homemade CPT is able to freight and fit this rail system all over the country. The z-rails are just another example of Homemade CPT’s successful design
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collaborations with small businesses of exceptional quality, such as the fabricator R&R Steelworks. While the venue was themed for Africa, the fashion represented the diverse array of its local people. Brands such as Human Image, Label Collections and Khioma showcased their natural fabric selections, designed around a more relaxed look from shift dresses, to hand knits and lux sports chic garments. Also in store was Indhi Design, tailored to a more casual look for ladies of all sizes. Phi Casa launched their summer collection at the event with a truly fresh appeal. All designs perfectly suited for the Cape Summer. Accessory brand, Raw Joy showcased her unique and inspirational precious stone collection on a beautiful 6m long table proving to be popular to all guests. From Johannesburg, African prints were showcased by Bulbulia Threads and Lovestory Collections. Bulbulia Threads had a gorgeous selection of their custom designed textile print caftans embellished with hand embroidered trims, suitable for all women even those of a modest nature. Lovestory collections showcased a resort collection perfect for the holiday season and signature of Africa. Lastly, for the event finale, the final day was reserved exclusively for a Gauteng local brand retail sensation, i.e. Ntozinhle Accessorise, Dainty Frocks, Bontefeela B Closet and Keke Beads. Late night shopping, in line with Cape Town’s First Thursday events, made sure that these brands’ loyal followers had the opportunity to shop conveniently or wait it out in cool courtyard comfort during the traffic jam after a shopping haul. As a thank you to all, a competition was held on the last day with a random draw from attendants, for a pair of stylish summer Espadril Spain’s won by Fundi Lele. The event ran from the 25th November to the 1st December 2016.
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Cape Town Event: little homemade
Following a 2016 of belly blessings for both of us at Homemade, it was a natural path of inspiration to create a boutique event that kept us connected and engaging with all that was baby related. We set out on our quest to find our ideal spot that would deliver an amazing space for local brands and allow the littles to have fun! After scouting numerous venues, we finally stumbled across the evergreen Homestead. What we discovered, to our delight, was yet another Cape Heritage Building that had been beautifully restored by property owners - Food Fanatics. The garden which seemed like an oasis during the worst Cape drought, was kept alive by a well point on the property. The beautiful green lawn shaded with huge trees and surrounded by a low picket fence screamed “play here!”. On meeting with owner Elaine Rousseau and hearing her vision for future events of a fun, spontaneous nature for all at The Homestead, we knew that this would be where we invited our latest little homies to an official Homemade experience. It was really interesting learning the different dynamic of brands for these categories in comparison to fashion brands we had grown accustomed to. Many other factors had to be taken into consideration to ensure that all categories were covered. The participants consisted of wonderful blend from well-established community, to popular retail and online brands. Each providing unique, quality product certified local of course! An interesting fact was that most of the brands for this event were created as a result of women finding gaps in the market once joining the realm of motherhood. “Necessity is the mother of invention” rings very true it seems. Brands for this event were: • Ubuntu Baba – A dream-come true baby wearing carrier made from hemp • ROCA kids furniture – Contemporary nursery & kids room décor • Royal Stitch – Heirloom quality hand smocked garments • The Mummary – A unique selection of products to enhance
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the journey of motherhood Seven Ounce – A popular, high quality fashion brand for kids Mini Me Atelier – A baby fashion brand with a European styling designed for the South African climate. Akids – A practical mix-n-match baby brand for busy little babies Marshy & Me – Providing a great update on teething accessories with silicone grade beads Jelly Babes Inc – An array of kids accessories and clothing with a playful feel Candy Floss Clouds – The cutest cotton collection of fun clothing for babies and toddlers 5Threads – A ladies fashion brand experimenting with a mom-to-be maxi collection Oh-lief – All natural, organic baby care products
Services that were involved in making this event a success were: • Baby’s First Sitter – An bubbly team of enthusiastic and highly professional baby sitters who supervised the children. • Moemsie’s Party Rentals – Soft play rental system providing hours of safe fun • 3Sisters – Provided face painting and balloon art which are part of long list of their comprehensive services for kids events. Rounding off this entire arrangement was a fantastic outdoor café arranged by Food Fanatics. Patrons were treated to a uniquely created chalkboard menu from Chef Elrika Kruger alongside the formidable coffee brand, Tribe. Last but not least, guests were able to receive a little bit of touch therapy from Serenity Felt. A mobile masseuse service that removed quite a few knots from some tense moms. Little Homemade, which carried through the philosophy of cohesive look and feel activations for the Homemade CPT brand was only enhanced by the extra addition of having the little ones included and being the limelight of the event. This is definitely an event scheduled for next year’s calendar. HOMEMADE CPT
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POP-OVERS Following the inception of Pop-Ups, the team identified a gap in the market whereby small businesses particularly of a design nature were not always equipped in all processes to contend with managing temporary retail events. This developed into an additional service offering, whereby all aspects from venue scouting to brand collaborations or an entire event of the brand could be arranged, through its constantly growing network. Small brands are able to hire-in all equipment at affordable rates, eliminating the risk of costly outlays for additional assets and services, literally lightening their load with the complete setup activation at a location of their choice. This has proved to be quite popular for collection launches, nationally touring brands, corporate markets, charity and blogger events. #popover #yourpopup #rentarail #capetownpopup #buildinglocalbrands #designerlife
Minimal Exposure Launch
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Fashionbreed & Friends Charity Sale
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Digi Outsorce Corporate Event
EXCHANGE OF BENEFITS Key objectives: • • •
Expose aspiring local brands for small businesses, share their journey and create meaningful consumer relationships. Designers are influences in their own social circles that translate to collaborative brand exposure combining local small business with larger enterprises national or international. Act as a conduit for brand match that creates a cross-pollination of consumer environments via destination foot traffic
Homemade offers: • • •
Formal brand exposure for all PR & Strategies mentioned of venue. Brand identification with small business African owned enterprises of predominantly local produced products. 2% Conversion as a minimum on total followers from Instagram accounts for expected foot traffic to event venue based on event participants.
#africarise #focusonfuture #valueinvestor #dreamsarevalid #followthejourney
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FEATURED IN THE MEDIA mela, sabc3 https://www.youtube.com/watch?v=YOVJr8FK7SI
Inara http://www.inara.co.za/interviews/ meeting-the-creatives-of-homemade/
A FASHION FRIEND https://www.afashionfriend.co.za/in-store/out-world-pop-store
IFASHION http://www.ifashion.co.za/index.php?option=com_ content&view=article&id=6145:job urg-gets-a-dose-of-homemade-cpt&catid=163&Itemid=115
HYPRESS LIVE http://www.hypresslive.com/2016/04/22/2484/
DOMINIQUE IN THE CITY http://www.dominiqueinthecity.com/homemade-cpt-touch-skye/
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www.homemadecpt.co.za