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WHAT'S THE BIG EPIPHANY?



My monthly newsletter is usually a DMC between me and whoever enjoys a personal read from my perspective. It's my chance to share my thoughts about life, motherhood and all that lies in between.This month, however, I have decided to share insight of another kind.


There are new faces joining the Epiphany community all the time and I'm pretty sure some of you don't really know what this whole platform (or brand) is about. In fact, I have had loyal "Epiphany Babes" who have followed and supported me for years and not had a clue what "sho-peph-any" even is!


When friends tease that I am an influencer, I'm not sure why but I cringe. Influencer marketing is a million dollar industry, and there is so much room for it when it is done right, but that is not what Epiphany is. Epiphany is supposed to be real, raw and authentic, and not just like a platform being paid to upsell product. I don't believe in sharing things just for the sake of a sale, but in saying that I do feel passionate about sharing brands and brand owners that I love and admire.

"no, this is not a shop and "shopepiphany" is not one word." But girl, you do you boo.

My personal posts and candid story shares are there for a reason. I want you to know who I am so that you can decide if you relate to me and my life. And then, if you do, maybe you will share in my dry sense of humour, likes and dislikes, sense of style and affinity for pretty things. That way, we can enjoy all the local loving together.


But before I go any further, I feel I should clarify that:

"no, this is not a shop and "shopepiphany" is not one word."


I started Epiphany for many reasons, but first and foremost it is my love for sharing all things local that led me to create a brand centered on South African talent. My desire to get incredible local brands on the map is what led to the development of a directory that lists only beautiful, tasteful, South African talent.


Don't get me wrong, I love a great fitting pair of Zara jeans and the crispy white linen shirt that only Country Road does so well, just as much as the next girl. Who can resist a basic white H&M tee or a 35% mark down from Superbalist on Payday? Well not this girl!

I have been drawn to fashion and decor for most of my life, and with that said, I couldn't possibly limit myself to only our local world of designs.

BUT, and here is the point, I strongly believe that there are some things that our local South African brands JUST DO BETTER, and to only shop big brand names would be a complete and utter tragedy!

BUT, and here is the point, I strongly believe that there are some things that our local South African brands JUST DO BETTER, and to only shop big brand names would be a complete and utter tragedy!

Epiphany began in 2018 with a mission to support local. Encouraging people to buy into our economy, supporting our fellow South Africans and sharing the stories behind these incredible brands was my main objective. One positive outcome from Covid was the added spotlight we had on the need to support each other as South Africans, and with limited physical exposure to one another at the risk of spreading the virus, it encouraged the world of online shopping. Online you can now find a menagerie of local brands that are absolutely golden.


Thanks to this new found awareness, there are local edits, local lists, local shopping sections along with who knows how many other local directories popping up all the time, which is in my opinion a wonderful thing!


The importance of shopping local is still the major undercurrent of why Epiphany is here and sharing local loves is still my ultimate goal, but, I have had an Epiphany (a new one) and it's a little less serious and a lot more fun. A personal and fresh perspective on local is my promise, and the ability to sift out the best from the bunch is my speciality.


My endeavour has never been to share as many local brands with you as possible. If you want to find an extensive list of local products there are other places to find lists and lists of brands.


What makes Epiphany different, has always been my intention to keep this brand personal. I already only share brands that I love and believe in, so you know that if you find it here it is #epiphanyapproved.

Finding local brands is not difficult any more. There are more resources than you can imagine.

HOWEVER, finding great local brands of a specific style and aesthetic that you are going to love and know you can trust...well that is a different story entirely.

That's where Epiphany comes in. I am here to share the local that I love and how it fits into the rest of the life that I am living so that you can decide if it would work for you too.

What makes Epiphany different, has always been my intention to keep this brand personal. I already only share brands that I love and believe in, so you know that if you find it here it is #epiphanyapproved.

In reality, the average person doesn't shop local 100% of the time. But perfection is not the goal. The goal is to make small, conscious consumer decisions that make a difference whilst also serving us as the paying customer.


Epiphany is here to offer you my personal and fresh perspective on local, with a whole lot of puns, jokes, tears, real life and inspiration mixed in. Sharing the beautiful epiphanies of my directory brands along with all my ordinary in between.

Thank you for coming along for the ride, for liking, sharing, commenting and most importantly...supporting these incredible brands!!


If you are a local brand that would love to be part of the Epiphany family, or perhaps if there is a brand that you would love to see featured on the Epiphany Brand Directory, please apply here or get in touch with your suggestions!


Until next month, all my love,









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