Beauty Fashion Lifestyle

Get it cracking at We Are EGG

November 14, 2022

Award-winning next-generation experiential department store – We Are EGG – has officially opened its second location at the Zone in Rosebank, Johannesburg. It is the ultimate lifestyle destination that offers a memorable shopping experience. 

We Are Egg launched its flagship store in the thick of the COVID-19 lockdown in Cape Town at Cavendish Square in December 2020. The brainchild of South African retail pioneers Paul Simon and Arie Fabian. They partnered with Old Mutual to bring you a similar model of the iconic UK-based Selfridges department store.

The beautifully curated, massive 3000 SQM space features some of the best local and international fashion brands for men, women and kids. The store also offers a beauty, home and jewellery department under one roof. Set to open this December, another exciting addition to the store will be the quintessential restaurant & bar – Mamasamba.

Much like Selfridges, We Are EGG Rosebank is a mecca for fashion enthusiasts. All lovers of high-end retail experiences will feel right at home as the store aims to appeal to the hyper-connected Joburg customer.

With the spirit of independence, EGG has the scale of a department store, with over 1150 supplier applications, before opening last month. With over 150 carefully selected brands who have poured their creative souls into this curated project, the passion is evident immediately as you enter the store.

We Are EGG
Me&B – the mother-daughter fashion brand from Cape Town

Brands to shop for at EGG

Rich Mnisi

Rich Mnisi launched its first retail offering at We Are EGG. Widely heralded for his fusion of contemporary pop culture and traditional African heritage, Mnisi’s designs infuse his narrative into extremist yet minimalist structures. He works across genders, seasons, geographical lines and creative disciplines, with a twin devotion to craftsmanship and experimentation.

His work has made international headlines in media outlets such as:

  • Dazed and Confused
  • i-D
  • Vice
  • VOGUE Italia
  • WWD  
  • Sunday Times

He draws his influences from film, music and photography and also frequently art directs editorial and campaign shoots.

“We are super excited for our community to fully engage with the RICH MNISI universe, as they step into a physical realm as an extension to our online presence as we introduce our first brick-and-mortar space,” say Rich Mnisi, founder and owner of Rich Mnisi.

We Are EGG
Rich Mnisi – contemporary multi-disciplinary South African brand


DIANE is centred on creating elegant women’s ready-to-wear collections. They represent not just a season but a way of life, with high-quality, luxe garments suited for any occasion, from the boardroom to a cocktail event. Each DIANE piece comes from an intimate process which begins in Paris. This is where luxury fabrics are carefully handpicked from various top houses, ensuring timeless luxury in every garment. Once selected, the materials are sent to Poland, where an internal manufacturing process takes place to create classic, effortless designs for everyday glamour.

Commenting on what you can expect at We Are EGG, Diane Paris says, “Diane-Paris imbues love and confidence into every design with the goal of leaving each person feeling comfortable and confident in looking good. The Diane Paris brand has built a reputation that stands for elegance and timeless glamour. Our focus is functional easy lux pieces that you can use for any occasion. We’re classic with a twist and we strive for comfort and confidence using our pieces to elevate each woman’s journey.”

Crystal Birch

Back in the day, a hat was something old-school kerktannies wouldn’t dare to leave the house without. The art behind crafting such interesting and extravagant headpieces lies in the hand of a milliner. 

Milliner Extraordinaire, Crystal Birch, is the leading lady in the sartorial landscape of South Africa. When it comes to hats or anything adorning the head, she is the go-to for the country’s most creative characters. 

Although Crystal remains a guardian of millinery tradition, her power lies in her rare ability to elevate hat-making as effortlessly chic and relevant for the 21st century. Under Crystal’s watchful eye, every hat is designed and imbued with its unique essence by an incredible in-house team, championing local production for global locations.


In a first for South African indoor retail, Cape Town-based, Anea launched its products. The artisanal terrarium creation can be found inside a custom conservatory-styled greenhouse at We Are EGG Rosebank.

Until now, Anea’s sought-after, hand-crafted terrariums have only been available online and in Cape Town for inland enthusiasts. 

Creator Denny Mo is excited about the new development. “We are thrilled to be opening the first greenhouse in a mall in South Africa. This is the single most exciting thing to happen in a retail space.

Our team and EGG’s architects have spent a lot of time designing the greenhouse together. We’ve built over 250 terrariums, all hand-made from Cape Town. This launch will bring nature into retail like no one has seen before.”

We Are EGG
Anea – luxury rooted in nature.

The Piercery 

The Piercery is a piercing studio and a jewellery store founded by media personality Roxy Burger. They offer ear, face and limited body piercings. Their unique offering includes ear styling and curation featuring a vast range of implant-grade Surgical Steel, Titanium and Solid Gold jewellery.

Swiitch Beauty

With a vast national customer base, the brand became one of the country’s most popular local beauty brands. Swiitch is one of the top-selling brands at We Are EGG, offering a wide range of cosmetics and skincare. Founded by the 22-year-old entrepreneur Rabia Ghoor, Swiitch Beauty is a brand that started in a bedroom in Pretoria at 14. Having started with just two products and an Instagram page, it’s a household name in the local beauty world today. 

We Are EGG
Swiitch Beauty – proudly South African beauty brand

    Leave a Reply