Behind The Edit: Dear Rae

The Local Edit sits down with influential South African entrepreneurs to have meaningful conversations and uncover what it takes to build (what seems to be) a perfectly edited brand.

As the founder of Dear Rae — a handcrafted jewellery design studio based in Cape Town — and one of the first artisanal jewellers in South Africa, Karin Rae Matthee needs no formal introduction in the design world. Since the inception of the brand in her parents' home back in 2010, Karin has had a truly magical journey in growing her brand: From recently opening up a beautiful showroom on Bree Street to implementing environmentally-conscious design practices to scaling her business and employing sixteen artisans and operational staff. If you're curious to know what it takes to build a successful brand from scratch, listen in to Behind The Edit to hear Karin share about the early days of building Dear Rae, the importance of an open and honest work environment, and finding freedom in separating herself from her brand. In this episode, Karin also talks about her creative process when birthing a new collection, the impact of having a support structure when running a business, and how the art of observation can turn an unsuccessful moment into a learning experience.

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About the brand

Dear Rae

Karin's process of designing a new collection starts with deep introspection, often meaning she needs to take a seasonal break from all social media and external influences. This allows her to design from a place that is genuine and true to her. Dear Rae has become a respected and sought-after brand...