The Winifred Mandela precinct, formerly known as Nicolway Shopping Centre, is set to launch an African-inspired “diamond walk” featuring high-end designers. Gert-Johan Coetzee will be among the first to open a boutique in the new space.
This move comes as demand grows for a more exclusive retail experience among shoppers in Bryanston and surrounding affluent suburbs. The precinct aims to cater to this demand by offering high-end fashion in a more intimate, community-oriented setting compared to larger malls.
A Distinctive Fashion Destination
According to precinct centre manager Tshepo Monnamoroe, the concept was influenced by the opportunity to create a unique fashion destination rather than replicate traditional luxury retail models. Monnamoroe noted that while African designers are producing world-class fashion, many lack sufficient representation in established premium shopping environments.
The precinct, acquired by Akani Properties in 2022, has evolved its vision based on customer feedback. Monnamoroe stated that clientele frequenting the precinct’s restaurants and stores have expressed interest in more premium boutiques and distinctive African brands. This led to the exploration of a curated retail experience showcasing both established and emerging African talent.
Blending Established and Emerging Brands
The African design vision aims to bring together established and emerging brands while ensuring commercial viability. Coetzee’s boutique serves as an early anchor for this vision, as the precinct seeks to deepen its premium fashion offerings.
CEO Vicky Visagie highlighted that the precinct’s customer base is already accustomed to international luxury, with many shoppers familiar with high-end products from abroad. The opportunity lies in positioning a South African luxury house within this market.
Visagie explained that the luxury market is shifting beyond the product itself, with greater emphasis on local relevance, in-store experience, craftsmanship, and brand storytelling. He noted that trends in the African luxury market reflect a more sophisticated consumer, rather than just increased spending.
Quality Over Brand Name
Drawing on global research and customer data, Visagie pointed out that luxury shoppers prioritize quality (80%), comfort (74%), and style (64%) over brand name (56%). This shift suggests that a famous name alone is no longer enough, as consumers place greater value on quality, craftsmanship, relevance, and emotional connection to a product.
