We have been feature in the latest MUSE Magazine

We are so privileged to have a 4 page editorial in the latest MUSE Magazine. Exposure gained by these features are invaluable for our local brands and We R Local. To read the the article in MUSE, click here, and turn to page 62, otherwise read the full article below.

T H E M A R K E T R E V O L U T I O N

Frustrated by an endless feed of mass-produced imports, Ballito-based entrepreneur Michelle de Bruyn decided it was time to change the narrative. – Words Nicky McArthur

After a trip to Cape Town’s Oranjezicht Market revealed a world of local talent she’d never seen at home, Michelle de Bryun realised South Africa’s best-kept secrets needed a digital home. In October 2025, she launched We R Local – an online sanctuary dedicated exclusively to homegrown brands. By bringing the “Saturday Market” experience into a 24/7 digital space, Michelle is doing more than just simplifying shopping; she’s investing in the families and dreams behind every small business. Muse sits down for a chat.

You talk about being bombarded by ads for cheap, mass-produced imports. What was the “final straw” that pushed you to launch We R Local?

There wasn’t a particular ad that sent me over the edge, but I had seen one too many from certain corporations flooding the markets with cheap, mass-produced imported products. And that got me thinking about how these big companies are affecting our local economy. A stat I read recently was that these corporations’ sales between 2020 and 2024 exceeded R7 billion in the CTFL (Clothing, Textile, Footwear & Leather) market alone. Now imagine what their sales were across all markets and the effect that this has on local, small businesses and employment. After all, it is estimated that South African small businesses employ between 50 and 60% of the country’s workforce and contribute around 34% of South Africa’s GDP. As a small business owner myself, I understand what it takes to develop a well-designed, high-quality product and then compete with inexpensive, often lower-quality mass-produced imports. That’s when I thought, how can we make local products more easily discoverable and encourage buyers to support local?

You visited a market in CT and discovered brands you’d never heard of. Why do you think South African brands struggle so much to cross borders between provinces, and how is your platform fixing that?

When I have visited places like this in Cape Town, Clarens, and the like, I have been exposed to a range of beautiful, high-quality, locally made products from small businesses. These SA brands struggle to be seen, even though they have websites. Most small businesses don’t have a large budget for Google Ads. Therefore, as we achieve our goal of We R Local being the go-to online store for local products amongst consumers, these products will stand a much better chance of being discovered countrywide, as consumers browse a single marketplace rather than the internet as a whole. Also, by small businesses subscribing to We R Local and combining their marketing efforts, we can collectively allocate a much larger advertising budget than individual small businesses can on their own.”

Who was your first onboard client?

The first vendor that we signed up was Ottercat Clothing. They are a small clothing brand based in Pinetown, KZN. They sell jackets, golf shirts, aprons and other products in a range of prints. From the products they have listed with us on We R Local, you will see their unique prints resonate with South Africa. They encompass SA’s unique, iconic symbols such as the protea and springbok, our heritage and our much-loved SA slang. They are the epitome of a truly SA brand.

You’ve described We R Local as “the Saturday market brought to you online.” How do you maintain that personal, handcrafted market feel while providing the clinical efficiency of a 24/7 digital checkout?

This is not easily achieved, as the feeling of strolling through your local market is somewhat unique, since every market has its own atmosphere and vibe. That being said, if you enjoy shopping at local markets for quality local products and ultimately supporting local, then you will still experience that on We R Local from the comfort of your couch.

You focus on high-quality, small batch, and unique items. What are the three non-negotiable things you look for before a local brand is allowed to join your family?

Our number one criterion is that products have to be manufactured locally, and this is the one condition we will not compromise on. Raw materials can be imported as we realise not everything is available in SA, but the end product must be finished in SA. However, the more local materials used, the better. Number two, is quality products and lastly, reliable businesses that will deliver products as promised.

You also offer an extensive directory of local businesses that aren’t necessarily vendors yet. Why was it essential for you to include this “discovery” element?

Not every business will want to sell through our platform. But because our number one priority is to get local brands discovered and supported, we still wanted a way for them to be part of our platform and increase their opportunity of being discovered. We R Local aims to connect shoppers and local brands, whether through our marketplace or directory, with the ultimate goal of giving local brands more support.

You’ve said that supporting a small business is “supporting a dream, not a corporate number”. Supporting a small business is definitely supporting someone’s dream. After all, people who own their own small business are so passionate about their brand because it’s theirs. They are also extremely grateful for every order and usually pack and ship orders with some attention to detail, such as a thank-you note or wrapping. Every business owner has their own inspiring story, their own reason for starting their business; we applaud and respect every one of them.

How do you convince the average consumer – a fan of Temu – that paying for local quality is actually a better long-term investment for their own community?

It’s all about supporting your immediate community, protecting the SA economy, and, obviously, the feelgood factor.

What is your goal for the number of SA brands you want to represent by the end of 2026?

Our end goal is to sign up as many quality local brands as possible, either on our marketplace or in our directory. By the end of 2026, we are striving to have at least 300 brands listed. It’s a mammoth task, but we are committed to reaching out to every local brand we encounter and inviting them to join our mission to provide the support they deserve and desperately need.

As the person who sees every product that comes onto the site, what is the most surprising item you’ve discovered since launching the platform?

BodyDog manufacture and sell matching hoodies and pyjamas for the whole family, including your much-loved dog. Generally, South Africans love their pets and consider them part of the family in every way. As a dog lover myself, I absolutely love their range. It’s just so cute and leaves a warm and fuzzy feeling.