BEAUTY and the BRAIN

Many m-a-n-y months ago.... Pre-mask, pre-new normal... pre-pandemic... I was worried about the recession and the future of my Pretty little shop. Ha! Little did I know what was yet to come. On 27 March all South African lives changed with those now famous words: “My fellow South Africans...” Suddenly we were on a forced holiday. Kind of fun at first, except we couldn’t go anywhere. But soon... Too much of a good thing... Dan is Lekker nie meer lekker nie.

My first instinct was... I’m going to post something pretty on FB. Every single day. And what better place to find inspiration than Amulet. Obviously. So while everyone was posting photos of food and 5 easy steps to bake without flour/sugar/eggs... I made myself happy by sharing pics of random beautiful stuff. Just because. Because I could. Because I wanted to. Because I liked it. And frankly because suddenly I had all the time in the world. And soon it became a highlight of my day and of many others... What will I pick today? And pretty soon I realised that gorgeousness was resonating with many of my FB friends. Orders started coming in. And a long-standing relationship with a local Courier Company started. And today I’m still sending out beautifully wrapped parcels... The rest is history... We now know that businesses that went online could weather the storm. BUT nothing beats the real thing. I can’t courier the smell of freshly ground coffee, the soothing music, the touch of prettiness. My hart soars when I hear the sharp intake of breath as I hear a customer swoon: Ooooo, maar dis mooi.

I’ve always been wonderfully surprised and grateful that a shop that doesn’t really sell anything practical, has been able to survive two recessions, petrol hikes (NO ONE will come to Hermanus, the pessimists told me back then), riots and now a pandemic. I’m a curious human, so I did some research. (Sounds way more impressive than it actually was, I watched a documentary about... yes, beauty and its effect on the brain.) Turns out that it’s a survival thing. Our ancestors were drawn to blossoms/flowers because it meant fruit/nourishment would follow. Waterfalls mean fresh water. My daughter is amazed to hear that back then water was actually free. Apparently dopamine is released when (most) humans are exposed to beauty. Cheapest drug on the market. I now understand why I literally get depressed when my surroundings are ugly. decorate their houses. Toiletrolls = 0. Pretty stuff = 1. This explains why Hermanus was flooded when the Provinces opened. A desperate need for beautiful surroundings. It felt like a December. No complaints from me. In these unprecedented times (which has become one of my pet hate phrases) no one dares to predict what the future holds, but I suspect (and keep in mind that I’m writing this on 30 November) that we will have a bumper December season. I’m convinced that South Africans will support their local businesses. (I for one am SO over China) I’m also sending up a little prayer that brave small business owners won’t be tortured with that old hackneyed question: Is that your best price? Seriously? We’ve hardly survived 2020 and you want to haggle? Have mercy. And buy your wife that handbag or shoes. Buy both. She deserves it. Afterall she was stuck with the kids (and you) while the schools couldn’t open.

One of the most important lessons that I learnt this year, is that South Africans care. Let the Politicians do whatever they’re not supposed to do and just leave us to do our own thing. We’ve got this. When people are hungry, we feed them. We don’t need a commission or a Command Council to organise us into chaos. When farms are burning, we send food by the truckload and raise money for those who lost everything. One day our children will tell their grandchildren about that year when the whole world came to a standstill. The year when masks became a fashion accessory. One of the best sellers in Amulet by the way. Since I have to cover half my face it might as well match my outfit. Sometimes I’m way more good-looking with my pretty mask on than without it. Some people have a face for a hat, I have a face for a mask. Also hides my true feelings if someone really irritates me... Although I have to admit, I suspect my ears are getting bigger. Maybe it’s because my hearing disintegrates with a mask on? Or maybe the ears are getting bigger so the mask won’t slip off. Along with my keys, cell phone and glasses, add mask to the list of lost items that I’m constantly searching for.

And the expression ‘I haven’t the foggiest...” has new meaning as lately my glasses are constantly steamed up, and it’s NOT because I’m excited.

I’m so happy that the Splash magazine is back and that you’re reading this again. We’ve all missed each other. Let’s be kind. Breathe. Be grateful for all the beauty around us. 2020 was a big lesson. Make sure you got it.

Hélène Truter