Pine Pride Décor celebrates 30 years

Pine furniture store Pine Pride Décor, a family business run by the De Jager family, marked a major mile stone in June, celebrating 30 years in the industry.
Jakkie de Jager, matriarch and owner of the shop, says a previous pine furniture manufacturer in the city closed its doors and she saw a gap in the market. A stay-at-home mother after the birth of her youngest son, André, Pine Pride Décor was a way for her to stay economically active without having to compromise on her son’s care.
“My husband, Phillip, bought the business for me and we have had some interesting times building up the business. I remember how we used to leave home at 03:00 with a sleeping child on the arm and his little suitcase with clothes to pick up stock,” she reminisces.
“There were also times where we were literally standing knee deep in wood shavings and nights where we sat under our lapa, cutting out round tables with a jigsaw.”
Her elder son, Johan, joined her in the business 14 years ago and his wife, Suzette brought her talent for sales to the shop six years ago.
Johan and his father take care of the furniture factory located just outside the city, while Jakkie and Suzette are in charge of the shop in Schoeman Street. According to the two women, Phillip is especially handy with a paint brush and painting the furniture.
“We make use of wood that we laminate ourselves in all the furniture that we manufacture. Only the stock that is not made of pine is sourced from other providers,” says Jakkie.
She explains that she is slowly taking a step back from the business, finding pleasure at home in her garden and spending time with her grandchildren.
“We are a happy family that loves to work and relax together. We are also neighbours and best friends,” Suzette says when asked what the secret of their success is.
Both Jakkie and Suzette stress the fact that their business would never have been such a success if it had not been for loyal clients.
“Without our clients who come back time and time again, we would be just another furniture store. Our clients are like family and when we run into a client in town, you can be sure that a long heart-to-heart will follow,” says Suzette.

MARKI FRANKEN
>>marki.observer@gmail.com

Featured Photo: Pine Pride Décor is located in Schoeman Street.