Earthy Inspiration: The Rise of Ardhi, Johannesburg’s Newest Design Sensation

DJ Robbertse and

In the heart of Johannesburg, a new design star is rising. Ardhi, a boutique design brand, is redefining the intersection of style, culture, and sustainability. We chat with DJ Robbertse from Ardhi about the inspiring journey of turning a dream into a reality.

You believe that your professional life was predestined and that there were important clues. Where did all this begin, and what were those clues?

Since an early age, I have always been a dreamer who loves to create new things. This led me to study marketing management as I wanted a career where I could work in a creative environment. As time progressed, I realised that I was more entrepreneurial-oriented, and I started my first business called Fancy Backdrops where we specialise in creating various backgrounds for studio photoshoots.

One of my hobbies has always been photography as well as restoring old run-down wooden furniture. I love buying new tools and have taught myself to weld as well.

Last year my sister Renzi, an attorney with a successful law firm, and who is also my business partner in Ardhi, bought a fix me upper and we decided to do the renovations ourselves as Renzi has an impressive eye for style and I have the necessary skills. This challenge awoke my passion for creating new interiors and décor and things just expanded from there. As the work progressed, I had more ideas which then led to creating our new range of lights. As a result, Ardhi came into being July 2024.

What is the ethos of the Ardhi brand?

Ardhi means Earth in Swahili.

At Ardhi, we believe in the transformative power of design that connects us to the earth. Inspired by our South African roots and the rich tapestry of our diverse culture, we create boutique lighting, furniture, and decor that not only beautifies spaces but also tells a story.

Our commitment to quality and sustainability is at the heart of everything we do. We carefully source materials and craft each piece with a focus on quality and environmental responsibility, ensuring that our creations resonate with the beauty of the natural world. Our aim is to create a product that will stand the test of time.

As a young company based in Johannesburg, we embrace innovation and creativity, drawing from the vibrant spirit of our city. We aim to inspire individuality in every home, celebrating the harmony between contemporary aesthetics and timeless earthiness.

Join us on this journey as we illuminate spaces and create meaningful connections, bringing the essence of the earth into everyday life.

What drives you?

I love a challenge, doing new things. I am no quitter. I am passionate about making a positive impact in the lives of the people around me, be it family, friends, colleagues, suppliers or customers. I love creating lasting relationships. My hope is to grow Ardhi into a sustainable business, creating job opportunities for especially disenfranchised communities.

Could you please share some of your proudest milestones in the industry?

As a new company we do not have a lot of milestones yet! I would say our proudest moments to date were when we created our very first lamp, getting compliments from everyone on Facebook, launching our online store at www.ardhi.co.za and of course, when we made our first sale. We are also extremely excited to collaborate on SA Décor and Design.

Amaren Floor Lamp

Please share some of the challenges you have faced throughout the years and how you have overcome them.

I am a firm believer that with faith and determination, you can do everything and anything. We had a friend, Astrid, who had the motto: “if you can see it, you can do it”. I find that this has motivated me through various struggles. Keep at it until you succeed.
Starting a business is never easy. You have this idea, but you now must create the product from scratch and do it in such a way that the client will find it appealing and professional. You also need to find a way to reach your ideal target market to get sales. It also takes time for the sales to start coming in. This is a difficult period where you face various obstacles, especially financially. I had to make sacrifices for what I believed will result in a great business.

I had to think creatively and “outside the box”, for example, how can we do this more cost effectively? What can we do to get free marketing? What will the best way be to use our limited budget for marketing? We started asking friends to post our products on their Facebook accounts, share the pictures on WhatsApp and to recommend Ardhi whenever possible. I contacted estate agents I have dealt with in the past and asked for referrals and I would do the same in return. Renzi also contacted designers she knows about collaborating with Ardhi.

Can you share more about your latest collection:

We have created a new range of table lights to complement our floor lamps. I try to name every product after someone special to me.

We are currently busy creating an impressive new range of pendant lights and tables. A few new products can already be viewed on our website, but we still need to do a photoshoot or two pertaining to the rest, so please keep a look for them.

We are also about to start with our first ever collection of occasional chairs and couches, something about which I am extremely excited.