I attribute two things to the origins of Waif. I started my working life as a copywriter in advertising, but soon became frustrated with the narrow narrative that was being told. I also found myself wanting to imprint my ideals onto other brands who, more often than not, didn’t really care what I cared about. Secondly, my mother is a goldsmith who did some progressive, interesting things in her time. Everything I know is due to her either showing me how to do it or giving me the tools and books to figure out how to do it. I phased out my corporate job over three years before fully committing to Waif this year.

 For studio visits, wholesale orders or to simply get in touch, please send an  email to hello@waif.co.za