One hand washes the other. The famous proverb refers to the way one person or business helps another for the benefit of both. No one can attest better to this than local business owner, Linda van der Walt, whose business helps other small businesses bring beautiful, handmade crafts to a wider audience.
Linda van der Walt, Founder and Owner, established PLAASLIK SA, a luxury gifting distributor and shop at a time when starting a business sounded absurd. “It began with the mission to celebrate and uplift local craftsmanship during lockdown in 2020, addressing the gap in the luxury gifting space that truly represented South African craftsmanship and talent,” she explains. “I noticed that while there were many gift shops, few focused on curating luxurious, locally made items that told a story of our country’s incredible talent, quality craftsmanship, and sustainability.”
Even now, in a challenging economic state, PLAASLIK (translating to mean ‘local’ from Afrikaans) thrives by emphasising quality and authenticity. People are more mindful of their spending, and we position our products as gifts that hold meaning and value. “PLAASLIK taps into the growing trend of supporting local businesses, sustainable practices, and unique craftsmanship. By offering exclusive, collections, we create a sense of urgency and desirability,” Linda says. “Additionally, we ensure that we cater to different price points within the luxury market, allowing customers to choose according to their budget while still experiencing the exclusivity of local luxury.”
Social Media Facilitates Small Business Success
The local shop, with its flagship store in Pretoria East, started on social media. Barely a month after the hard lock down was put into effect, Linda started to share content on Facebook and Instagram of local small businesses that were severly affected by die pandemic.
“Social media became a lifeline during the lockdown. I learned that it is not just a tool for promotion but a space to build a community. I connected with customers by telling the stories behind the products and the artisans who make them,” Linda recalls.
Instagram and Facebook allowed her to engage directly with customers, showcase products visually, and maintain a personal connection even in isolation. “I also learned the importance of consistency in posting, engaging with followers, and leveraging user-generated content to create buzz around the brand. Social media was key to building brand loyalty and driving sales during a challenging time.”
Empowering Fellow Small Businesses
PLAASLIK operates on a collaborative model. “I actively seek out small businesses with unique products that are local and unique,” she adds. “This was done through local markets, social media, and word of mouth within the entrepreneur community. We also get referrals from our existing partners.
“We curate a collection of products, focusing on premium quality and storytelling, which adds value to the gifting experience. This way, PLAASLIK functions as a collective where multiple artisans and creators contribute to the overall luxury experience of the brand.”
PLAASLIK helps small businesses grow by offering them a platform to showcase their products to a wider, more premium market. “We promote our partners through our various marketing channels, both in-store and online, and offer them the opportunity to participate in curated collections. Our focus on local craftsmanship and storytelling also allows these businesses to position their products as luxury items, increasing their market value.”
In addition, she also provides mentorship and guidance on packaging, pricing, and branding to help these businesses scale with online entrepreneurial courses.
The Future Glows for PLAASLIK
Currently, Linda is working towards opening additional stores across the country. Buyers can choose from beautiful candles, decor items such as pillows and clocks, handbags, fragrances and kitchenware to name a few.
Linda’s goal is to grow PLAASLIK into a recognised luxury gifting brand nationwide by establishing franchise branches in key locations. Each branch will embody the same ethos — celebrating local talent and craftsmanship while offering a unique luxury experience. “I envision each store as a hub where customers can experience premium, locally made products that reflect South African identity, and I aim for PLAASLIK to become a symbol of luxury and local excellence across the country and beyond.”
