Platform to empower local brands launches in Rosebank

We Are Egg is changing the way you experience retail. With a new location at The Zone at Rosebank, the incubator is giving local brands a platform to showcase their uniqueness.

December 12, 2022

Chanté Ho Hip 1 minute read

Jade Kelly and Tash Rajak are excited to discover the local brands on display. Photo: Chanté Ho Hip

Locals came together to experiment in Rosebank’s new next-generation retail space.

We Are Egg launched at The Zone at Rosebank on November 15, giving the media, change makers, celebrities and influencers the chance to experience the unique space.

ALSO READ: IN PICTURES: Fun at the theatre

Nombulelo Fox and Nonhlanhla Matshazi scout the beauty and makeup department. Photo: Chanté Ho Hip

Founded by Paul Simon and Arie Fabian, in partnership with Old Mutual, the space housed 150 brands.

With 82% of its brands locally homegrown and created, the concept is aimed at highlighting the quality and uniqueness of local brands, giving them a platform – both physical and digital.

Tamryn Seopela and Richenda Anderson attend the launch in Rosebank. Photo: Chanté Ho Hip

According to Fabian, an egg is an incubator, and everything comes from an egg.

Uraysha Ramrachia looks forward to exploring the space. Photo: Chanté Ho Hip

Cantara Farouk, Emanuela Dunn and Mikhayla Farouk try on the fun hats on display. Photo: Chanté Ho Hip

“Given that these difficult times have forced everyone to rethink their business, our aim is to rebirth things, like SMEs (small and medium enterprises). The main idea behind Egg is that it will be an incubator for brands to stand on,” he said.