Before the doors open each morning at Chic Mamas Do Care Jozi in Linden, there is already life inside.

The lights are switched on, fresh flowers are arranged, mannequins are dressed in carefully selected outfits, often inspired by a different colour palette each week, music fills the shop, and the kettle is put on, ready for volunteers and visitors alike.

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For Bronweyn Craig, this routine has become second nature over the past five years. “I love dealing with the customers. I love working with the volunteers, hearing their stories, and understanding why they’re here.”

Married to a Scotsman, and with two adult children living in Scotland, Craig brings a background in community-based crafting projects to Chic Mamas, where she once helped women create hand-embroidered gifts for local and international markets. Today, that same passion for community has found a new home among rails of pre-loved clothing.

Her days often begin by collecting donations, with her car resembling a delivery vehicle more than a family car. From there, she helps sort clothing, refresh displays, and welcome customers through the doors. Yet Craig says the role extends far beyond retail. “Sometimes someone is here for five minutes because they know exactly what they want. Other times, they’re here for an hour. We have conversations, we solve life’s problems over a cup of tea, and they leave with something they love.”

For her, Chic Mamas has become a place where people are seen. “You’re not just this big corporate. You actually have a soul.”

Working alongside a dedicated team of volunteers has also reinforced why she keeps returning. “We’re all working towards a common good, and it’s all about children. It’s about our future. You never know whether you’re helping educate the next Nelson Mandela or the next Thuli Madonsela.”

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Over the years, countless moments have stayed with her, but one remains particularly special. An elderly customer, who had become a familiar face in the shop, passed away. Her daughter later arrived with a small bag of jewellery, explaining that her mother had specifically wanted it donated to Chic Mamas. Hidden among the costume jewellery was a pair of diamond earrings, later valued at around R14 000. “We couldn’t contact the family, but it reminded us how much this place had meant to her.”

It is stories like these that have shaped Craig’s view of the Linden community. “They’re artistic, eclectic, charismatic, and accepting. Everybody knows everybody. It feels like one big family.”

While many shoppers admire the boutique-style displays, Craig says few realise what happens behind the scenes. “People are amazed when they discover what we’re able to do with clothing.”

Over the years, Chic Mamas group, which includes the Durban and Cape Town branches, has donated nearly R20m to its beneficiaries, helping support early childhood development projects across the country. For Craig, however, the greatest lesson has been personal. “Volunteering at Chic Mamas has taught me patience, perseverance, and a passion for people.”

It is perhaps those qualities, more than the clothing itself, that continue to make Chic Mamas a place where generosity, community, and hope are stitched together every day.

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