Adele Catherine was founded by partners Adele Schmitz and Catherine Mc Daniel who started collaborating in 2015 while working in the branding and advertising industry. Their beginnings were at a local artisan market on the Bellevue Campus in Kloof, just outside Durban. They quickly moved from a stall into a store within a store on the same property. Within a year an opportunity to take over the entire shop arose and so in 2016 the first fully fledged Adele Catherine concept store opened. The support from locals was inspiring!
Adele and Catherine are passionate about beautiful products with a story to tell - where possible they work closely with artisans to curate their range and tweak products to make them uniquely theirs. A large portion of their range is locally made but every now and then they source something special from further afield
In 2018 they set about looking to expand their brand and spent many hours researching, questioning and planning before settling on two stores in Johannesburg - one at the BluBird Shopping Centre and the other at the Village Green Centre in Greenside. These stores opened in early 2019 as an exciting step which has seen not only it's customer base grow but also it's supplier base including some special friendships.
Adele is married and lives in the KZN Midlands with her two young children and Catherine is based in Kloof with her husband and teenage boys - they collaborate remotely and travel together as often as possible to visit the stores, plan, source and have a bit of fun!