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After an incredible year and a half in our flagship store on 3rd avenue, we are moving to 4th avenue, Parkhurst and our new store will be opening 30th September 2021.

Pop into our store for our relocation sale happening 17 - 29 September 2021

Danielle Frylinck Flagship Store

Creating a sensory experience for our shoppers with our flagship store. As a mainly digital brand, nothing can compare to selling our products in store and having people actually touch and feel local, there really is nothing like the special moments of connection with our customers. By including a selection of our favourite local brands, we aim to grow the industry and awareness of handmade, quality pieces and the slow fashion movement. 

Vision and Mission

For the Consumer - A retail shopping experience with local brands. Shop clothing, footwear, accessories, children's wear and home wear. Support ethical and sustainable practices with mending, restoration and a look into how your clothing is made in the Danielle Frylinck Studio. 

For the South African Designer and Supplier - A home among other designers who understand the nitty gritty of local small business. Online order pick up spot, shared office space and a space to launch workshops and talks. 

For the locals - A space to enjoy, feel and live. Workshop space for jewellery, networking events and more.


69 11th street ; Parkhurst ; Johannesburg ; South Africa

'Ain’t nothing gonna stop us now!’
We’re officially launching our Flagship Store and we want you to be there! Virtually, of course! Tune in for the ‘behind the scenes’ Live Streaming or watch the official Virtual Launch Video – hosted by the stunning Ursula Botha in chats with me :)
Follow us through this roller coaster journey of opening a flagship store during a pandemic, pivoting into mask making and coming out stronger as a team and individuals.
Plans may have been put on hold, but our growth was inevitable. A time of transformation, has been embraced by the team and our offering has emerged more meaningful than ever before.
Take a virtual walk with me as I unpack the natural evolution of style and the brand.
Once our store has officially launched...get ready for coffee mornings and wine afternoons.
Pretty sanitisation stations with sanitisers that don't leave your hands looking for moisture, wear a mask thats comfortable and protective and visit us to shop amazing local brands.
Watch the virtual live launch here


 Terms and Conditions for Flagship Competitions



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