Jewelry – Mzansi Life & Style by Mishkah Roman-Cassiem

Last week, I attended the official launch of the award-winning, next generation, experiential department store called We Are EGG at the Zone in Rosebank, with over 650 esteemed guests.

Boasting a long list of the whose who of the fashion and entertainment world in attendance, including TV royalty Candice Modiselle, Angel Sithole, Thandy Matlaila, Cedric Fourie, Jason Willemse and Sipho Eric Ndlovu, media personalities Kim Jayde, Taryn Louch and Luthando ‘Lootz’ Shosha, artists Leanne Dlamini and Gigi Lamayne and many more.

Also in attendance was former Miss SA Shudufhadzo Musida and newly crowned Mrs South Africa Palesa Matjekane. Award winners Yaya Mavunda and Tumi ‘Itumeleng ‘Powerhouse’ Mokwwatlo delivered the fashion. We are EGG brand partners Amanda Du Pont of Lelive and Roxy Burger of The Piercery also attended the official opening. Fashion designers Paledi Segapo, Hangwani Nengovhela, Sello Medupe and Craig Jacobs also showed up to support the opening.

Guests were welcomed by retail pioneers, We are EGG owners Paul Simon and Arie Fabian who handled formalities, followed by a night of colourful fashion, live entertainment and an endless flow of Patron Paloma cocktails and cold servings of Heineken. The Jagermeister Brass Cartel were a huge highlight of the evening, while various DJs entertained the guests. Guests got a taste of what to expect from Mamasamba, We are EGG’s Restaurant set to open next month, with delicious plates.

Having officially opened last month, the store not only offers the ultimate curated shopping experience under one roof, but really is more of a lifestyle destination, with a coffee shop and soon-to-open restaurant. Featuring some of the freshest fashion brands for men, women and kids, this beautifully curated fashion hub includes over 150 carefully selected brands, 85% of which are South African owned, with a significant percentage being female owned.

The carefully curated, multi-faceted department store operates from Monday – Wednesday 9am-6pm, Thursday to Saturday 9am-7pm and Sunday 9am-5pm.

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The award-winning next generation experiential department store, We Are EGG opened its 2^nd store at The Zone in Rosebank last week. The first day of trading was a massive success with Jo’burg shoppers queuing an hour before the official store opening to shop and support local and international brands.

Originally launched in Cavendish Square in December 2020, in the thick of the COVID-19 lockdown, by retail pioneers Paul Simon and Arie Fabian in partnership with Old Mutual, the new Rosebank store has been specifically created with the Jo’burg customer in mind and has been built on a similar model to the iconic UK based Selfridges department store. The beautifully curated 3000 SQM space features the very best local and international in mens, womens and kids fashion, beauty, home and jewellery departments and a high-energy, quintessential restaurant & bar, all under one roof.

Much like Selfridges, We Are EGG Rosebank is a wonderland not only fashion enthusiasts, but all lovers of high-end retail experiences, appealing to the hyper connected Jo’burg customer. With the spirit of an independent, EGG has the scale of a department store. The 150 brands have poured their creative souls into this project, and when you enter, you will feel the passion in the air.

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