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Birth of a Notion

How could Charles Greig become part of the “now” without diluting the brand’s successful heritage of homegrown luxury?

The answer presented itself when the company’s owners glimpsed a gap in the market for a high-end gift store. Through lengthy debate, the notion evolved into a concept store, and Collective was born.

Tapping into the future of experiential retail, gift purchase will form only part of the adventure at Collective:

Here, one can listen to good music or read a book while sipping chilled champagne or fine coffee, comfortably cocooned from the hustle and bustle of the surrounding mall.

The ambience is the essence of glamour, African style: defying all cliché, Collective celebrates an Africa that is glamorous, sensual, multitalented, and at the cutting edge of global design.

On offer at Collective is a whole lifestyle - clothing, jewellery, decor, fine objects - a place to be constantly inspired.

With plans to bring African glamour to the wider world, Collective Nelson Mandela Square is a tribute to a deep love and passion for all things African and is the first its kind.

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