Can you feel it? Something's happening in Melville, and we're sitting in front-row seats, grabbing the popcorn and waiting to unravel the scoop in real time! Welcome to Melville Untold, your weekly source of good news!

In today’s newsletter,

• Superella: Ella Has Left Melville, But the Legacy Lives On 🧥

• Mandela Day Logistics: Get On Board! 🧹

• Joburg Artist Market Is Improving "Aggressively" 🧱

   

Let’s go. 

— Aubrey Moloto, Kele Jackson

The Digest

Superella: Ella Has Left Melville, But the Legacy Lives On 🧥

The hood carries a different air about it these days. But when Ella Buter first touched down in Jozi in the early 90s, Melville was coming into its own, "buzzing with a lot of restaurants, shops, and bars." The vibrant zing of these streets became a soundtrack to her burgeoning craft.

Melville still has that creative spirit despite the peaks and valleys brought on by a series of significant events. The latest blow was the pandemic, which led to many places closing. But the heart of this bohemian enclave still beats strong on a quiet corner: 7th Avenue and 9th Street near the Bamboo Lifestyle Centre. Here, behind a distinctive facade filled with "carefully collected trinkets" and the welcoming scent of natural fabrics, lies Superella together with Black Coffee—more than just a shop, but an enduring institution.

Ella's Journey: From Home-Sewn Dreams to Fashion Reality

Ella's journey into clothing began at home, inspired by her mother, who sewed for her and her siblings. As teens, they were each gifted a sewing machine. Instead of buying clothes, Ella spent her budget on fabric and made dresses she envisioned but couldn't find anywhere else. Making clothes became a passion from a young age, laying the foundation for a fantastic career.

It officially kicked off in 1999 when she won an Elle-LISOF bursary to study fashion. Even as a student, Ella was already making and selling clothes, deeply falling in love with the craft. She considers pattern-making to be the most valuable skill she learned there because it gave her the ability to turn her ideas into tangible designs.

She graduated and continued sewing in her free time, often on evenings and weekends, while working at a shop in Melville. Her hands-on approach, where she "sewed all the clothes myself and designed clothes that I wanted to make," started to shape her design philosophy. She favoured practical and aesthetic choices, such as bias bindings, over zips. She wasn't swayed by the "fast fashion" trends and was focused on building a sustainable brand. She wanted to make "quality clothes that last for years." These philosophies were the mantras and pillar stones of the brand Superella.

Jacques's Path: Three Decades in Fashion

On another path hurtling toward that corner of Melville, Jacques van der Watt’s journey in fashion and design began in 1998 when he started his brand, Black Coffee. His career has spanned nearly three decades, during which he presented many collections at SA Fashion Week and showcased his work globally in New York, Berlin, San Francisco, and Croatia.

These days, Jacques identifies as more of a "clothing designer" than a "fashion designer," focusing on creating authentic, well-made garments from natural fibres that are timeless and designed to last over time. Like Ella, he challenges fast fashion trends. His preferred style leans toward day wear and separates, "pieces that can be dressed up or down."

Jacques was initially drawn to Melville by the location of his first shop, which was inside the Bamboo Centre, where Convoy is now. He traded there, building the Black Coffee brand for about a decade before moving to 44 Stanley, where he stayed until the COVID-19 pandemic. Coming to our hood, Jacques deeply appreciated Melville's "bohemian culture and its inherently creative, progressive, and highly integrated atmosphere." He considers it "a more authentic representation of what South Africa has to offer."

A Meeting of Creative Minds

He met Ella over 20 years ago as a peer in the fashion industry and instantly hit it off. They've been collaborating for many years through this "organic friendship and mutual respect." In fact, it was him in 2009 that encouraged Ella to take a leap of faith and open her first shop, prompting her with the question: "If not now, then when?"

Building the Superella Institution

Ella opened up her first store on the same block they're on now, just a few doors up in a much smaller space. Her core vision for the store remained constant: to maintain direct contact with her clients and keep production and sales in the same space, avoiding the need to split her energy. She later brought on Mussa and Sahib as part of her in-house team, who were essential to the Superella brand .

Ella already had a small customer base, so the early days were focused on increasing visibility with the store and social media to further expand it. The direct engagement with her customers was crucial in shaping her work. She learned a lot from them and saw them "become more themselves at that moment",—which is another mantra she uses in the philosophy of her designs: to make people feel more like their true selves.

The Cult-Following

Superella quickly became known around Jozi for its durable, timeless and comfortable pieces. This unique approach led to Superella becoming deeply woven into Melville's fabric, fostering a loyal tribe of clients who wear her designs as recognisable visual language within the community. "It's almost like a cult," Jacques chuckled.

Weathering the Storm

Discussing Melville's evolution during her time, Ella says that "people are different now." She feels that the pandemic has profoundly affected the suburb, leading to many places closing down. This was also the business's toughest moment; they struggled with cash flow, but her customers supported her through it. To her own surprise, Superella survived!

Being on a street corner is a blessing and a curse for the store. Ella "gets to see the day pass" and benefits from high visibility, but there's also a lot of trouble from beggars and "crime is on your doorstep." She says that despite broader concerns about the city's decline, Melville still has its creative spirit and has a survival spirit, too.

Jacques says that Superella has endured as a constant presence on that corner, that everyone can count on, and has become a beloved institution where everyone has always felt welcome, symbolising Melville's resilient journey.

Passing the Torch

After shutting the doors of his 44 Stanley shop during the pandemic, the Black Coffee brand needed a new home. Jacques supplied Ella with his designs for about a year before working alongside her in the Superella shop for another year. They worked together for a year and a half before Ella decided that it was time for a change and emigrated to a small town in the Cape in February 2025. Jacques officially took over the store, marking a new era for the Superella brand and its location on the corner of 7th and 9th.

What remains are the core values that both Superella and Black Coffee share: natural fabrics, architectural shapes, and quality clothes that last for years. Ella still designs and manufactures her pieces in Porterville, supplying the store. The shop retains its familiar character and welcoming atmosphere, with Jacques expressing joy in working there and his intentions to carry on Ella's legacy here. This passing of the torch ensures that Superella, a place where fashion and community intersect, continues its story in Melville, serving its loyal tribe of customers.

Looking Forward

Looking forward, Ella hopes Melville can evolve with the times. She says we must stick together, keep fighting crime, and do our best to counter the city's decline. Jacques anticipates the new supermarket at the boulevard will make the area "feel more complete again."

For their brands, Ella will continue designing and manufacturing for the store from the Cape, focusing on one-of-a-kind garments with more handwork and exploring her more artistic side. Jacques is committed to building on this and growing the store, as well as both their brands' presence and connection to the neighbourhood.

I Love Melville

His most memorable moment in Melville was an SA Fashion Week, where Ella presented her own show on the pavement outside the store. Then later, he showcased his designs in the centre across the road, creating a "beautiful" shared experience. He feels that these moments exemplify the cherished "bohemian culture" and "creative spirit" that defines Melville.

What Ella loves about Melville is the building she lived in (above the store), the sense of community, and the feeling that people still care—"which is wonderful in a big city like Joburg." She says that Melville has amazing humans all-round.

You can visit the Black Coffee/Superella store at Shop no 1, 100 7th Ave, Melville, Johannesburg, 2109

Contact: 076 686 9760

Trading hours: 8am - 4pm weekly & 9am - 3pm on Saturdays

If you enjoyed this week’s digest about the iconic Superella and Black Coffee, consider giving us a tip. Buy us a coffee?

What’s Happenin’ 🤔

Right then, Melville. Here’s how to squeeze every last drop of fun out of the week.

Check out the events calendar for the weekly ones - The Melville Pulse Events Calendar 

For more updates as the week goes on, visit our instagram page @snapson7th or the Melville Pulse event calendar

Melville Weather For The Week 🧣

Could spring finally be approaching? It's getting warmer! Don't put away your winter woolies just yet, but maybe... just maybe... you can start dreaming of sundresses and sidewalk coffees.

Wednesday 

21° 🌡️ 5°  | ⛅️ |  🌧️ 0% | SSW 9 km/h 💨

Thursday  

20° 🌡️ 7° | 🌤️ | 🌧️ 0% | ENE 11 km/h 💨

Friday 

21° 🌡️ 7° | 🌤️ | 🌧️ 1% | ESE 6 km/h 💨

Saturday 

17° 🌡️ 5° | 🌤 |  🌧️ 5% | NE 7 km/h 💨

Sunday

18° 🌡️ 4° | 🌤 | 🌧️ 1% | N 6 km/h 💨

Monday 

16° 🌡️ 3° | ☀️ |  🌧️ 1% | N 9 km/h 💨

Tuesday 

16°🌡️ 2° | ⛅️ |  🌧️ 3% | SWS 7 km/h 💨

If our weather or comprehensive gig guide came in handy, consider buying us a coffee. 

The Tail End 🐾

Pet Winter Wear Competition

Just look at these fashion icons in their winter swag! Don't miss out; enter your stylish companion, vote for your favourite, and join in the community fun

Missing Kitty

Help! Caesar's on the loose. He was last spotted on Boulogne Road. Let's bring this little adventurer home. Contact his family at 060 501 7790 if you spot him.

Civil Matters 👷‍♀️

Joburg Artist Market (27 Boxes) Is Improving "Aggressively"

We noticed some hammers swinging and dust flying over at the Boxes, so we engaged the Manager, Nkululeko Siswana, to spill the tea on what they're up to.

The recent media hits have clearly been felt, and they're acting aggressively to dispel any negative notions. Centre management is painfully aware of the low foot traffic and the breakdown in their relationship with the Melville community and some of their own stores.

This year's resurgence is them starting to answer the critiques. Siswana says they're making the centre more interactive and practical, providing more facilities for the area and drawing the community back in.

You've probably noticed the work being done around the kids' play area. An amphitheatre is being built for live events. And here’s the best part: not only do they plan to host regular events, but they’re inviting the people of Melville to organise their own stuff there too.

Nkululeko seems eager, with an earnest and determined look in his eyes. He wants the space to come alive. He mentioned a daily market and some exciting new businesses on the horizon.

His heart seems in the right place, but as we all know, It's easier said than done! We wish Nkululeko and the Joburg Artist Market all the best! There are so many people fighting for this neighbourhood; we're happy to have one more in the ring.

Maybe something really is happening in Melville.

Mandela Day

Nelson Mandela International Day is this Friday. It’s that time of year when we get to honour a giant by thinking small—in the best possible way. Our community is preparing to do something selfless to honour Tata's legacy of service, dedicating 67 minutes (or more!) of our time to help others.

Everyone should be free to choose a cause close to their heart. However, if you're stumped for ideas, the Melville Residents Association and MSI have contracted CREASS Community Services to organise a massive Mandela Day community clean-up right here in our area.

This is a double whammy: not only do we get to battle the footprint we leave on our planet, but we also get the very real satisfaction of living in a cleaner, healthier space that we physically helped to build.

But enough talk. Let’s get to the nitty-gritty if you'd like to take part.

The Details
Forget 67 minutes. Tata spent 27 years; the least we can do is a weekend! Mandela Day festivities begin on Friday and will continue until Monday.

Join the group led by the CREASS team by contacting Danny at +27 66 448 3249.

A meeting point will be confirmed soon, but it's likely to be in the parking lot behind Mays Chemist, similar to the last clean-up.

Progress Update

Materials are being ordered, worksheets are being prepared, and recce teams are being deployed. Want to chip in? Check the bank details below:

Bank: FNB/RMB

Account Holder: Creas Services (Pty) Ltd

Account Type: Business Call Account

Account Number: 63039223803

Branch Code: 250655

The Plan

The tribe has spoken! Through community votes, our target location is Main Road. (See snaps above). Danny did a site audit yesterday and marked these as our main tasks for the clean-up:

1. Scattered refuse and garden waste need to be rounded up, which needs 2 skips

2. Shrubs removal to make the sidewalk better for pedestrians

3. Pavers to be replaced

4. A deep clean of litter and rubble clearing

5. Replacing missing signage

6. Stop and bump markings leading up to Main Road recoats

This weekend is about less talk and more action! Unhappy with the state of our hood? Let's roll up our sleeves and show Madiba what Melville is made of!

Market Watch

We're back with another vendor spotlight! We dropped in on the Melville Artisanal Market this weekend and met one of the market's founders, Richard Mabundza, who runs the Richard's Organic Fruit & Veg stall.

Richard is an organic farmer with farms in Limpopo and the Magalies. They do rural-based "old school farming," keeping it as natural as possible—no nasty pesticides or chemicals. They use borehole water and a worm farm system to nourish their soil, along with cow dung and chicken manure for fertilisation. It’s as real as it gets.

Richard's Organic Fruit & Veg is a small-scale trader and a big part of the market's soul.

The produce they sell is seasonal, so this winter, you'll find a bounty of:

• Sun-kissed citrus (naartjies, grapefruits, oranges and lemons)

• Bananas

• Papaya

• Earthy carrots

• Cabbage

• Spinach

Richard's is a staple, with many residents making a weekly pilgrimage to his stall. Go say hi, grab some real food, and taste the difference that "old school farming" makes.

Check them out at the Melville Artisan Market every Saturday, 9am - 2pm.

Extra Sprinkles ✨ 

The amazing people at Hotel Hope are appealing to the community to give hope this Mandela Day by gifting R67, R670 or even R6700. This contribution will help them "provide love, care, and dignity" to children in need.

Hotel Hope is a non-profit with a mission of "ensuring that each and every child is brought up in a safe, happy and healthy home." They have three charity shops in our area that contribute to a larger network of non-profit businesses, all aimed at accomplishing this incredible mission.

Looking for another powerful way to channel that Mandela Day spirit? This is it. Or even better, do both! Whether you're clearing rubble or contributing to care, it all builds a better world.

Donate to their cause using the details below:

EFT: Hotel Hope, FNB Cheque 62194003382, Branch 250655

SnapScan: https://pos.snapscan.io/qr/KLu9861z

PayPal: [email protected]

Thank you! 🙏

Thank you for joining us for a Mandela Day week Melville Untold. Enjoyed the read? Why not buy us a coffee to fuel the next one?

You can also support the team by booking us for a shoot. Let us capture your special moments.

Reply to this email if you have a good scoop for us to cover! Share this email with a friend who cares about Melville.

Til next Tuesday, Melville,

Stay mindful, keep doing miracles and keep making Madiba magic.

Yanu✌️