Our Story
Welcome to the world of Willow.
I'm Cathy, the founder of Willow. My journey into fashion wasn't a conventional one. I began my career as a French teacher, but my love of clothing and personal style started long before that. As a young professional, I discovered how much the way I dressed could influence how I felt. Dressing well gave me a confidence boost that stayed with me in the classroom.
In 2013, an opportunity arose to follow a more entrepreneurial path, and I decided to take the leap. As my knowledge and experience in the apparel industry grew, I started my own label, Willow.
The inspiration was simple. I wanted to create clothes that I would love to wear myself and could imagine my friends and former teaching colleagues wearing too. I wanted to offer classic, wearable styles that make women feel confident, without being dictated by every passing trend. Pieces that are thoughtfully considered, easy to wear and made to be enjoyed season after season.
The Willow retail journey began in 2015 with the opening our first boutique at Windermere Centre in Morningside. I soon discovered another passion: bringing beautiful things together and creating a shopping experience that goes beyond clothing. Along the way, I found some wonderful South African brands whose creativity and craftsmanship I wanted to share with our customers. Jewellery, footwear and gifting naturally became part of the Willow mix.
Today, our boutique at La Lucia Mall brings this vision to life, while Willow apparel is also stocked in select independent boutiques across South Africa.
At the heart of Willow is a belief that style should feel luxurious and special, without being out of reach. We love timeless pieces, beautiful fabrics, thoughtful details and the talent of our local makers. We want you to feel inspired by what you discover whether it's an outfit, a piece of jewellery or a little treasure for someone special. Most of all, we want you to leave feeling confident, uplifted and happy with what you've found.
Thank you for being part of the Willow journey. Whether you've been with us from the beginning or have only recently discovered us, we'd love to welcome you into our world.
Cathy x