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Parooz Fashions is a fashion brand, retail store and online shop. Owner Roxy Ferreira is passionate about all things fashion and runs the retail store from Parkhurst’s sought-after Fourth Avenue. She tells us more about the business.

How did your business start?

After I matriculated, I started studying law because I had to study something, but my heart wasn’t in it. At the time, I had a little side business called Blinged Berries – I would “bling” BlackBerry cellphones, laptops, shoes and really just about anything, but my dream was to open my own fashion brand. I saved up some money from that business, and in 2011, Parooz was born. I started selling at home and doing pop-up shops around Joburg, and then opened my first store in Braamfontein the next year. Four years later, in 2016, I moved the whole shop to the amazing Fourth Avenue, Parkhurst, and I couldn’t be happier.

Why did you choose this area to set up shop?

Parkhurst is a vibrant area, filled with cool and trendy people, restaurants and shops. The atmosphere is amazing and the community around Parkhurst is great. I felt that Parkhurst embodied everything that Parooz was about – fun, young, trendy and fresh.

How did you find your premises?

I was looking for premises and took a stroll down Fourth Avenue. I met the previous owner and gave them my business card to hopefully stock their shop in future. A week later, she phoned me and said that she had decided to close shop and asked if I would be interested in taking her space? It was originally going to be just for a pop up-shop, but the space and area were so amazing that I moved in permanently.

Why are the premises ideally suited to your business?

I happened to know the landlord without even realising it at the time of moving in and, so, the space ended up being a complete perfect fit. Everything really just fell into place.

Who are your neighbours?

I have The Wolfpack burger restaurant to the right and left of me. They suit my shop and target market completely, so we’re the perfect neighbours.

What are the shop rental/sales prices like in this area?

Parkhurst is known to be a little pricier than most places, but the quality of clientele and support from the community are so worth it for all the shops in the area.

How many people go through your store each day?

It’s hard to say an exact number. Weekends are our busiest time, Fridays to Sundays the area is packed. During the week generally tends to be more slow and quiet in the area, but that’s normal in most places.

Do you have any expansion plans?

Definitely. We’re looking for other cool areas in and around Joburg and Pretoria to open another shop.

Do you operate online as well?

We do, indeed. We have a full online store. We deliver door to door nationwide for only R50. You can check out our online store at We’re also on Instagram (@paroozfashions), Facebook ( and Twitter (@ParoozFashions).

What’s your most popular item?

At the moment, definitely our custom-made, one-of-a-kind jackets. These aren’t available online, but you can grab one in store, or if you see one that you like on one of our social media platforms, you can just message us and we can deliver it to your door.

Parooz Fashion
010 900 2109

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