Hey, Joe, what do you know?
UPCYCLE: TURN NOSTALGIA INTO MORESTALGIA
Make a house a home with older pieces.
There’s two things about Joe Strydom you need to know – he’s busy with two jobs at the same time. When he’s not doing PR for one of the country’s biggest TV channels, he’s the king of upcycling.
His antique shop Trouvé in Newlands, Johannesburg, has been so successful that it led to Strydom hosting his own TV show on Afrikaans lifestyle channel Via last year.
That popularity led the shop to launch its own home fragrance at the beginning of the month.
As a small business, Trouvé thrived because Strydom caters to people – and that’s important, especially when you’re selling nostalgia.
The shop has been especially popular for the way Strydom has been able to upcycle items like suitcases and mirrors – creating special items that make a house a home.
For Strydom, however, there’s an earth-friendly aspect to upcycling that really packs a punch.
“Upcycling furniture keeps it out of landfills and it saves money. Using these pieces in your décor adds a sense of nostalgia and gives the spaces a lived-in feel.
“I like mixing a gorgeous vintage piece with my clients’ exiting pieces to create talkability [and sometimes drama] in the room,”
I like mixing a gorgeous vintage piece with my clients’ exiting pieces to create talkability in the room.
he says.
Over the years, Trouvé has become popular at fairs and events that celebrate vintage items.
“Besides finding and upcycling all the fabulous items for the shop, we also host regular Annie Sloan Chalk paint and Mixx Cement workshops, where we teach people how to upcycle their own pieces.
“Our coffee bar and event space is open to host birthdays and baby showers,” he adds.
That multi-functionality, mixed with the shop’s popularity after appearing on a TV show, created an environment where you can expect expert advice with an air of gratitude.
Joe Strydom Owner of Trouvé For more information or to see items at Trouvé or join one of the workshops visit