The award-winning next generation experiential department store, We Are EGG opened its 2nd store at the Zone in Rosebank this weekend. The first day of trading was a massive success with Joburg shoppers queuing an hour before the official store opening at 9am on Saturday 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 Joburg 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 men’s, women’s and kids fashion, beauty, home and jewellery departments + a high-energy, quintessential restaurant & bar, all under one roof.

Much like Selfridges, We Are EGG Rosebank is a mecca for not only fashion enthusiasts, but all lovers of high-end retail experiences appealing to the hyper connected Joburg 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.

Here is our pick of some of the top brands to shop for at EGG!


Rich Mnisi launched its first retail offering at We Are EGG. Widely heralded for his fusion of contemporary pop culture and traditional African heritage, Mnisi’s designs infuse his own personal narrative into extremist yet minimalist structures. He works across genders, seasons, geographical lines and creative disciplines, with a twin devotion to craftsmanship and experimentation. His work has made international headlines in media outlets such as Dazed and Confused, i-D, Vice, VOGUE Italia, WWD and Sunday Times. He draws influences from film, music and photography, and he frequently art directs editorial and campaign shoots.

“We are super excited for our community to fully engage with the RICH MNISI universe, as they step into a physical realm as an extension to our online presence as we introduce our first brick and mortar space”, say Rich Mnisi, founder and owner of Rich Mnisi


DIANE is focused on creating elegant women’s ready to wear collections representing not just a season but a way of life, with high quality, luxe garments that are suited for any occasion from the boardroom to a cocktail event. Each and every DIANE piece comes from an intimate process which begins in Paris, where luxury fabrics are carefully handpicked from various top houses ensuring timeless luxury in every garment. Once selected, the fabrics are sent to Poland where an internal manufacturing process takes place to create classic effortless designs for everyday glamour.

Commenting on what you can expect at We Are EGG, Diane Paris says, “Diane-Paris imbues love and confidence into every design with the goal of leaving each person feeling comfortable and confident in looking good. The Diane Paris brand has built a reputation that stands for elegance and timeless glamour. Our focus is functional easy lux pieces that you can use for any occasion. We’re classic with a twist  and we strive for comfort and confidence using our pieces to elevate each woman’s journey.”


Back in the day a hat was something old-school kerktannies wouldn’t dare to leave the house without. The art behind crafting such interesting and extravagant headpieces lies at the hand of a milliner.  Milliner Extraordinaire, Crystal Birch, is a leading lady in the sartorial landscape of South Africa – and when it comes to hats or anything adorning the head, she is the go-to for the countries’ most creative characters.  Although Crystal remains a guardian of millinery tradition, her power lies in her rare ability to elevate hat-making as effortlessly chic and totally relevant for the 21st century. Under Crystal’s watchful eye, every hat is designed and imbued with its own unique essence by an incredible in-house team; championing local production for global locations.


In a first for South African indoor retail, Cape Town based, artisanal terrarium creator Anea launched its products inside a custom, conservatory styled greenhouse at We Are EGG Rosebank. Until now, Anea’s sought-after, hand-crafted terrariums have only been available online and in Cape Town for inland enthusiasts.

Creator Denny Mo is excited about the new development. “We are thrilled to be opening the first greenhouse in a mall in South Africa, this is the single most exciting thing to happen in a retail space. Our team and EGG’s architects have spent a lot of time designing the greenhouse together. We’ve built over 250 terrariums all hand made from Cape Town, this launch will bring nature into retail like no one has seen before”


Founded by Roxy Burger, The Piercery is both a piercing studio and a jewellery store. Performing all ear, face and limited body piercings at EGG, the store was a massive hit this weekend. They offer ear styling and curation featuring a vast range of implant grade Surgical Steel, Titanium and Solid Gold jewellery.


At just 14 years old, Rabia Ghoor started Swiitch Beauty in her bedroom in Pretoria with just two products and an Instagram page. Today the brand has a huge customer base and has become one of the most popular local beauty brands in SA. Offering a wide range of cosmetics and skincare, Swiitch is one of the top selling brands at We Are EGG.

For more info on EGG visit the website: https://weareegg.co.za/ 

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