Words: Tivania Moodley | Images: Supplied
Pippa de Charmoy wanted to create practical yet high-quality pieces of jewellery to give every woman the opportunity to stand out. Her business, Della Lifestyle, fulfils that passion.
How did your business start?
I’ve always wanted to create custom-made and unique pieces of jewellery for today’s modern woman and this is how Della Lifestyle was born. The name originates from combining the names of my two daughters, Ella and Demi. As the name is personally significant, it creates an authentic brand with a commitment to quality.
Why did you choose this area to set up shop?
My office is in Mount Edgecombe, which is close to my home and my daughters’ school which is very convenient for me.
How did you find your premises?
I’ve leased these offices for the past four years for my other businesses, so it made sense to use the same premises for Della.
Why are they ideally suited to your business?
The office is central within the Umhlanga area, close to Cornubia and the Mount Edgecombe Country Club. The area works for my lifestyle.
Who are your neighbours?
I’m based in a secure office park, next to a lodge and conference centre.
What are the rental/sales prices like in this area?
I’m currently paying R11,500/month, which includes four parking bays. I think this is reasonable for the up-market area.
How many people go through your store each day?
I occasionally do pop-up stores, but most of the sales are done online. The website has only been live for two months and I’ve had over 200 visitors during September and sold approximately 70 pieces.
Do you have any expansion plans?
I hope to have more pop-up shops in and around the Durban North area in the future.
Do you operate online as well?
My business model is based on online shopping. I also have an active Facebook page and Instagram account (@DellaLifestyle) which showcase new and existing products.
What’s your most popular item?
Presently it’s the Laguna drops in malachite and the Trio climber in black onyx.
Della Lifestyle
082 567 8823
della.co.za
